VinSolutions and Fullpath mutual customers will now have Fullpath’s AI insights embedded in the customer data platform.
Cox Automotive recently announced the integration that will be made available for customers by the end of the year.
Some context: Cox Automotive announced the acquisition of the AI customer data platform Fullpath in April.
Fullpath Chief Revenue Officer Mike Colacchio told CDG News that the company’s specialty is compiling the most pertinent information about customers utilizing AI for one-to-one communication.
Data is extracted, updated, and put back into the system of record.
Paulo da Silva, VP of digital commerce at Cox Automotive, credited Fullpath with moving CDPs past traditional marketing and empowering more of the dealership to utilize data.
“The distinction here is that by pulling that insight before all the data was pulled from sources like CRM and DMS and so many others and put it in the CDP and then used for marketing, now we're taking that insight and pushing it back to the CRM and putting it in the hands of the entire variable ops team,” da Silva explained to CDG News, adding that, “Now every single VinSolutions dealership will be able to get the crucial insights from that customer data platform. Not only what existed in the CRM before, but what existed in the DMS, what exists in the service lane software you use, what exists in your website.”
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How it works: For dealers utilizing Fullpath and VinSolutions, the data will be in the VinSolutions CRM.
The integration will allow access directly through VinSolutions with a single login.
Customer context will be available through an AI summary.
And Fullpath’s website data will be visible in the VinSolutions timeline.
“At times we're facing now, the front end is so compressed, you've got to make your at-bats count, and your most valuable asset is your customer database, your loyal customers, and what you know about them and how you can personalize every engagement to improve your conversion rate, to sell more vehicles, to drive more service events and so on and so forth,” da Silva said. “So think of us pushing VinSolutions to become the one place you go to engage with your customers no matter what the topic is, and think of the CDP that Fullpath has as being the brain, the single source of truth, the golden record.”
Bottom line: This particular integration will give dealerships more access to complete, updated data on customers. It should also, as Colacchio explained, improve efficiency within the dealership, marketing effectiveness, and overall sales efforts.
“Cox has more data than anyone in auto, and then you layer on top that marketing automation, which is one login to actually drive the insights from leads submitted, operational workflow, marketing to drive engagements, use audiences to drive customer loyalty, and look at all that,” Colacchio said. “And at the end of the day, it gives you the ability to be smarter and actually be more efficient with my dollars.”
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