How Woodhouse Buick GMC of Omaha Reached a 35x ROI in 6 Months with Fullpath Audience Activation

For decades, the automotive industry has struggled with the CRM black hole, a vast reservoir of customer information that is rarely tapped at scale. When it is accessed, it is often only through generic email blasts that shoppers have learned to ignore as consumers have come to expect Amazon-level personalization. This means that failing to activate their first-party data can result in massive missed opportunity, harming the dealership’s long-term growth. 

Fullpath Audience Activation solves this problem by activating stagnant CRM data through personalized engagements. At its core is a built-in Customer Data Platform (CDP) that cleans and integrates fragmented dealership data to create unified shopper profiles. By leveraging this real-time intelligence, the platform automates hyper-specific audiences based on individual preferences and behaviors, ensuring every email and SMS is perfectly timed and deeply relevant for every individual shopper.

For Woodhouse Buick GMC of Omaha, this transition to a data-centric strategy proved to be successful. Between September 2025 and February 2026, the dealership utilized Fullpath Audience Activation’s AI engine to engage every shopper in their database, resulting in a staggering 35.7x ROI and transforming their marketing into a precision-guided engine for growth.

Standard-Shattering Engagement 

In the six months between September 2025 and February 2026, Woodhouse Buick GMC of Omaha’s engagement metrics consistently shattered industry standards. Woodhouse successfully sent over 371,000 emails that achieved a 57.1% open rate, comfortably outperforming the Buick GMC industry benchmark of 54% and the broader industry benchmark of 37.7%. The dealership’s SMS outreach was equally impactful with their SMS campaigns reaching a 34.3% engagement rate, significantly higher than the OEM benchmark of 26.1%, proving that Fullpath’s AI-powered personalized content resonates with car buyers, where generic messaging tends to fall short.

Scaling Personalization to Drive Growth

Fullpath’s Audience Activation leverages real-time shopper and inventory data to ensure the content included in every email and SMS sent by the dealership is highly-engaging and relevant to each shopper. The deep level of relevance in these communications helped Woodhouse Buick GMC of Omaha achieve an influx of 1,192 leads from email and an additional 702 leads driven by SMS in the six month period. 

Because these shoppers were engaged with content tailored to their specific interests, they arrived at the dealership ready to transact. This resulted in 142 attributed sales, driving their closing rate up by 91% compared to the six months prior.

The reach of Audience Activation extended well beyond the showroom floor and into the service bay. Woodhouse Buick GMC of Omaha saw a 294% increase in service leads, translating into 149 attributed service repair orders. These interactions prove how effectively Fullpath’s Audience Activation bridges the gap between sales and fixed operations, maximizing the lifetime value of every customer in the dealership’s CRM.

A New Benchmark for Marketing Efficiency

This transition from broad marketing to precision activation fundamentally elevated the customer experience. The results at Woodhouse Buick GMC of Omaha demonstrate that by replacing manual, one-size-fits-all blasts with automated, AI-driven, personalized content, dealerships can effectively engage their entire database at scale, ensuring no lead is left behind and no shopper is ignored.

“Fullpath’s Audience Activation really enhanced how we connect with our customers. For years, we knew we were sitting on valuable data in our CRM, but we didn’t have an effective way to truly activate it. With Fullpath, we now have that power!,” shared Kelsea Bayliss, Senior Brand Coordinator at Woodhouse Auto Family.

“The level of personalization we’re now able to deliver across both email and SMS has taken engagement to the next level. Our customers are receiving messages that actually matter to them, helping us maximize every customer relationship. Fullpath isn’t just a marketing tool—it’s become a core driver of our dealership’s growth.”