Putting First-Party Data to Work
In anticipation of the elimination of third-party cookies, Colonial Volkswagen of Medford was on the hunt for ways to better utilize the data they were already collecting. They joined Fullpath, automotive’s first and leading Customer Data and Experience Platform (CDXP), in July of 2022 and used the AI-powered technology to consolidate their data sources and to leverage the data to create a more efficient and effective dealership marketing strategy.
Here are the results after just 6 months:
From Data Points to Full Profiles
Using Fullpath’s identity resolution technology, Colonial Volkswagen of Medford was able to unify their siloed data sources and clean their data to eliminate duplicate identities and create 360 views for every lead. Fullpath took 438,790 identified leads and de-duped them to create 39,403 clear, data-rich shopper profiles.
The Power of Automation
Implementing a Customer Data and Experience Platform comes with many benefits – one of which is the ability to orchestrate first-party data at scale. With Fullpath in place, Colonial Volkswagen of Medford was able to automatically create hundreds of hyper-specific audiences pulled from their data to use in ad and email marketing campaigns. Using AI, Fullpath then generated 12,256 hyper-targeted search, social and display ads for their ad campaigns and sent 342,714 personalized emails to their leads.
Improving the Bottom Line
Derek Pound, General Manager of Colonial Volkswagen of Medford
With an automated marketing strategy in place at the dealership, Colonial Volkswagen saw a dramatic 13% increase in qualified leads and an overall 23% increase in sales.
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