dealers · 2026-09-04 · 33m29s
09-04 Consultation: Brian Harris BMW Marketing Automation Transition to Fullpath CDP, Audience Activation, and Chat
> Date & Time: 2026-09-04 13:00:45 / 2026-09-04 13:00:45 > Location: [Insert Location] > Customer: Lance (Brian Harris BMW)
Overview
The consultation focused on transitioning Brian Harris BMW from their current marketing automation platform (AMP) to Fullpath’s Audience Activation and Customer Data Platform (CDP). The customer, Lance, is also moving off Podium and needs to replace its chat and review functionalities. The primary pain points are the inefficiency of the current AMP system generating unqualified leads, limited data breadth for precise targeting, underutilization of service campaigns, and the manual effort required to move slow inventory. The vendor presented how Fullpath’s Audience Activation, powered by an enriched CDP, would use broader data (including offsite shopping behavior from AutoTrader/KBB, Equifax data, etc.) to drive omni-channel campaigns, improve targeting, and deliver real-time shopper insights. The discussion also covered Fullpath's dynamic chat tool and its ability to re-engage past customers ("defectors") for an associated Audi dealership. Desired outcomes include a more efficient, integrated system that qualifies leads before creating tasks, improves ROI, enables more precise targeting, enhances service/recall engagement, accelerates inventory movement, and provides access to unified analytics.
Background
- Customer Context: Brian Harris BMW is currently using an older version of AMP, managed by Lance, who keeps about thirty default campaigns live with 2–4 ad hoc monthly updates (APR/lease offers, slow-moving inventory). The dealership is also ceasing its use of Podium for review invites, AI BDC, and website chat.
- Performance: The current AMP has shown strong ROI, generating “twenty sales for eighty-four grand” and “three hundred and eighty-two repair orders for two hundred and ninety-eight thousand dollars” in the last 60 days.
- Proposal: Replace AMP with Fullpath Audience Activation at the same monthly cost ($1,900/month), with the CDP provided free for 60 days (then optional at $9.99/month). A new dynamic chat tool is also available for $900/month. The new platform leverages a CDP to integrate data from Cox products, CRM, DMS, inventory feeds, VAuto, websites, and ads, enriched with Equifax data for accurate contact/equity information.
- Tools: Fullpath offers omni-channel (email/SMS) outreach with FTC-compliant AI-generated content, a Virtual Customer Assistant (VCA), and the Omni analytics platform for insights into sales, marketing, and service performance.
- Group Opportunity: An associated Audi store is resistant to the old AMP but could be pitched the new Fullpath platform as a replacement for its Mastermind software to target defected customers.
Pain Points
- Inefficient Lead Generation & Wasted Time: The primary pain point is that the current AMP creates tasks indiscriminately for any marketing interaction, overwhelming the sales team with low-quality follow-ups on non-qualified leads. This "bullshit" behavior wastes time, causes staff to manually "fish" for real opportunities, and leads to missed revenue.
- Limited Targeting Precision & Data Breadth: The current AMP setup relies on basic, static campaigns ("nothing fancy") running off internal data, lacking the broader, CDP-level insights from offsite shopper behavior. This limits personalization and the ability to engage shoppers dynamically across channels.
- Disjointed Tools & Fragmented Reporting: Lance is moving off Podium and needs an integrated replacement for its chat and review functions. He has also built custom dashboards because existing reporting tools are "brutal" and make it "really hard to see all that in one place," indicating a need for a unified analytics view.
- Underutilization of Service & Recall Campaigns: The store “doesn’t do a lot of service” campaign activation, leading to missed revenue and retention opportunities. Campaigns for tires, brakes, service page abandonment, and recalls are not fully leveraged.
- Customer Defection at Sister Store: The Audi dealership has a significant problem with customer defection due to slow product cycles. They need a tool to effectively run re-engagement campaigns targeting customers from up to six years ago, as their current tool (Mastermind) is insufficient.
- Manual Management of Slow Inventory: Lance gives "a little extra love" to slow-moving "problem child" inventory via ad hoc monthly updates. This is a manual process that lacks integrated behavioral signals to proactively identify and target high-intent shoppers for these specific VINs.
- Lack of Rapid Lead Injection Capability: The dealership lacks an agile process to inject high-propensity leads into the CRM on-demand to meet end-of-month sales targets.
Expectations
- Improve Lead Quality and Sales Efficiency: The primary expectation is that Fullpath will intelligently qualify leads via its VCA, only creating tasks for genuine "hand raisers." Success will be measured by a reduction in wasted sales time and increased conversions from marketing efforts.
- Achieve Better ROI with Broader Data: Leverage the CDP-driven Audience Activation to outperform AMP on the same budget ($1,900/month). Success metrics include higher open rates (targeting 84%+), increased sales/service ROI, and faster movement of slow VINs. The CDP will be trialed for 60 days.
- Consolidate Tools with an Integrated Platform: Find a comprehensive, integrated replacement for Podium's services, specifically a more advanced chat tool that is BMW co-op eligible. Lance also expects robust, consolidated reporting and the ability to schedule automated data exports to feed his existing structures.
- Expand Service and Recall Outreach: Activate a robust set of OEM-compliant service campaigns (op codes, A/B service, page abandon, recall) to increase ROs beyond the current 382 per 60 days and drive service-to-sale conversions.
- Win Over the Resistant Audi Dealership: Successfully re-pitch the "drastically different" Fullpath platform to the Audi GM, demonstrating its ability to replace Mastermind and effectively target defected customers to win their business.
- Enable Proactive Inventory Management & Month-End Lead Injection: Use the CDP/Omni to identify slow VINs and target high-intent shoppers. Establish a "Data Ups" process to push high-AIM (≥8), high-credit (≥750) prospects into the CRM to meet month-end targets.
Other Information Summary
- Pricing: Audience Activation is $1,900/month. The contract is month-to-month. The CDP is free for the first 60 days, then $9.99/month. The new chat tool is $900/month and is BMW co-op eligible.
- Group Store Offer: Other group stores can be "grandfathered in" at the same price if they transition within 30 days; otherwise, the cost is about $5,000 per store.
- Compliance & Optimization: Email/SMS content is AI-generated and FTC/OEM compliant. The system uses send-time optimization to deliver messages when customers are most likely to open them.
- Data Enrichment & Scale: The platform uses Equifax to enrich customer data (contact info, garage, equity). A Chicago store example cited 8 million data points processed in one week, identifying 192,000 unique shoppers.
- Onboarding: The transition to the new platform is estimated to take about one week. The vendor's team will handle the co-op submission process with BMW.
To-Do List
- [ ] Send contracts for the BMW store to Lance for signature. Stakeholders: Vendor. Timeline: Today (September 4, 2026).
- [ ] Prepare and schedule a new demo of the Fullpath platform for the Audi dealership, highlighting its advantages over Mastermind for targeting defectors. Stakeholders: Vendor, Lance.
- [ ] Lance to provide contact information for the Audi store's GM, GSM, and platform manager (Richard Monterano). Stakeholders: Lance.
- [ ] Once contracts are signed, begin the one-week transition to get the BMW store live on Fullpath. Stakeholders: Vendor, Lance. Timeline: By mid-September 2026.
- [ ] Activate comprehensive service campaigns and set up Data Ups workflow for month-end lead injection. Stakeholders: Lance, BDC, Service Manager. Timeline: Within first 2-4 weeks.
- [ ] Follow up with Lance about adding the new chat tool to the BMW co-op packet. Stakeholders: Vendor, Lance.
- [ ] Schedule a briefing for other group stores to leverage the 30-day grandfather pricing. Stakeholders: Group leadership, vendor. Timeline: Within 30 days.
- [ ] Lance to decide on CDP continuation before the 60-day free trial ends. Stakeholders: Lance, dealership leadership. Timeline: By day 55 of trial.
> AI Suggestions > The AI has identified the client's biggest pain point as the inefficiency stemming from the current AMP system generating a high volume of low-quality, unqualified tasks for the sales team. Here are some possible solutions for your consideration: > 1. Refine Workflow & Training: During onboarding, dedicate a session for sales/BDC managers to contrast the old "task-for-every-click" model with Fullpath's AI-driven qualification process, showing how the VCA saves time by only escalating "hand raisers." > 2. Operationalize Insights: Proactively set up a "Hot Prospects" dynamic list within the platform. This gives the sales team a prioritized list of engaged shoppers who haven't yet raised their hand, satisfying their desire to "go fishing" without the noise of unqualified tasks. > 3. Quantify Value Post-Launch: After 30 days, provide a report quantifying the value of the new workflow, highlighting metrics like "AI-qualified appointments set" versus "Raw tasks avoided" to reinforce the platform's efficiency. > 4. Target the Audi Pitch: Frame this efficiency gain as a primary benefit in the pitch to the Audi store. Explain how their team can focus on selling to qualified defectors rather than chasing every email open, positioning Fullpath as a productivity tool. > 5. Deploy a Comprehensive Campaign Playbook: Implement a strategy of always-on sales and service sequences (40–50 each) plus event-triggered flows (VDP visitors, offsite signals, price drops, recalls) to replace the current static monthly updates and fully leverage the CDP's capabilities.
No device highlights on this take.
0:01
Hey,
0:18
Can anyone hear me? Yep. What's going on, man?
0:20
How are you? I'm doing good. How you doing? Doing great. Good. I apologize. My video is gonna be down. I have choppy internet today, so. Last demo I was on. Every time I turned on my video, it dropped my demo.
0:33
So not a problem, man. Not a problem.
0:35
You can either get to see me, or I can show you the product. I promise the product's better than I am.
0:39
Cool, sounds good, dude.
0:42
Um, so kind of walk me through a little bit. I go. I know you guys are over at the BMW store,
0:49
Correct? Yeah, Brian Harris BMW is the is the store of mine that is using. Okay, using that right now. Yeah.
0:56
Kinda perfect. And then, what are you guys mainly using it for? I know that everybody uses everything a little bit different, right?
1:03
Yeah, I mean, it's we've got all of the. I guess I would call it like the default thirty or so campaigns running. Okay, but then I also update it monthly with two to four different ad hocs, and sometimes it honestly most of it's. Real simple. It's nothing real creative. It's like generally we have an acquisition piece we run that kind of just stays static. But we'll, you know, we'll update the the main APR and lease ads that we keep running. We'll update those every month. We'll update it with maybe like a problem child in inventory, you know, something that needs to have a little extra love to move, you know, that kind of thing. But it's, I would say, man, honestly, it's very much.
1:55
So you know nothing fancy,
1:57
Okay. And real quick, Baron, I usually don't jump in much. I just got one thing. Lance, have you looked at your amp performance dashboard recently? Yeah. So Baron, they perform very well with what Lance has been doing with amp.
2:12
Okay.
2:12
In the last sixty days, it's generated twenty sales for eighty - four grand. Okay. And it's generated three hundred and eighty - two repair orders for two hundred and ninety - eight thousand dollars.
2:24
Okay. Awesome. That's huge.
2:26
So I just wanted to give that tidbit and why I really wanted to get Lance on because if they're doing that with AMP, I can only imagine with what you're going to go into and what Fullpath can do for them.
2:35
Yeah.
2:36
And the amount of increase in change in ROI that this can bring.
2:41
Yeah. So it'll be it'll be huge. So I'm. I'll just kind of jump right in and show you what you're going to be getting, kind of what that's going to look like, how the activation pieces are going to go, all of that. Okay. Let me just double check that this store has everything that I'm going to show you. Yep, they do. Okay, cool. So, and then we'll kind of go from there. So it's going to be pretty simple. You know, you're going to be getting basically the exact same tool, like roughly. Audience activation is more in depth than what AMP could be or ever has been, just because it runs off of a CDP. So it runs off of all of your data. It just doesn't run off of what's inside of VIN.
3:24
It runs off of everything. Customers shopping on different websites, AutoTrader, Kelley Blue Book, CarGurus. If they look at a BDP, if they're on Google, if they're on Amazon, wherever they may be, we can see that data. So it allows us to hit them where they really are. So I'm going to touch on the activation piece, and then I'll touch on the other product that you'll get for free for 60 days while we're doing it. So as you can see, we do a bunch of different stuff. So one of the nice things with the audience activation piece, it's going to be the same cost that you're paying for AMP. So currently, you guys are paying 1,900 a month for AMP. Yep. So that's what you'll be paying us for the audience activation piece. If there are any other stores in the group that are not on, so this would just be for like group ownership. If they want to get on, in transition to this, they will all be grandfathered in at that price within the next 30 days. If after that point they want to get on on their own, it's about five thousand dollars per store. If they've never run AMP. So.
4:22
Because we have to put them in program at that point, then it gets like more difficult. So if any of the other stores are like, "Hey, we want to do this," let's try and get them on too. Let's do some demos. We can show them some stuff. Okay. So because they'll be able to take the huge discounts that you guys are getting. So as you can see here, a lot of active campaigns. We can do everything. Everything is going to be pre-built for you, but we also allow unlimited custom campaigns. So you can create as many as you want every single month. It literally takes thirty seconds to create a campaign. You can literally tap the create a campaign button. You pick the leads that you want to send it to. It'll show you all of the shoppers that you have available inside of there. You'll just literally click next. Go right into do we want to do it via text, via email, because this is an omni-channel setup. And then you know you'll just tell it what the campaign is. So hi, let's just go new.
5:19
BMW and your garage—we'll just call it that. I think I spelled garage wrong, but who cares? Because we're not gonna actually build this. We'll just say it's like that, and then it's just get customers into buy, and then you'll click how you want them. You want sales lead? You want it on an email campaign and SMS? You'll literally just click next. We can then OEM it, colored backgrounds, headers. Dealership, you can test run it to yourself via text. Everything we can add images, click review and generate. AI will generate everything. Click review compliance. Everything goes through an FTC compliance review. We'll make sure all of your merge tags are in there. We can add in offers, CTAs, disclaimers, all of that. There's no compliance issues, no compliance issues there. And right there, we have an entire email sent out to get somebody into a brand new BMW, all while targeting things like equity and stuff like that. Yeah.
6:16
Natively is going to come out of the box. There's going to be roughly forty to fifty sales campaigns active at all times, and roughly the same on service. So these guys aren't running any of the service. I don't believe not as many. So we'll do everything from op codes, so tires, brakes. If you guys have special op codes that you run, windshields, things like that, we can do that. We'll target customers if they even just go to your web page on service, like to go schedule and they never click, and they don't submit, and we don't see it in the DMS. We'll start targeting them, right? You can see our open rate is huge, 84%. That's massive. So we convert very highly. So this is kind of what a template would look like if it was like a come get a service. It'll be hey, we're here to help. Schedule service. Everything is compliant with BMW. Everything will be compliant through you know manufacturer standards. So we're not missing anything. We're doing anything wrong there. You'll also notice that we'll give them things about their vehicle, what they might have for equity, if.
7:09
If they've been looking or shopping a specific model VIN number that I'll show here as well, so that way they start thinking about other things. We'll send it via SMS as well. So we'll tag service, like I said, tons of campaigns, op codes, general service, A/B service, service page views, intro. If they've never done service, if they've never serviced, if they've bought but haven't serviced, if they've serviced but never bought. If we're doing electric cars, if we're doing all of that, we'll do that. This store doesn't do a lot of service, so I don't have them turned on as much. Then we'll go through and we'll do campaigns on everything from inventory, price drop, finance renewal, VDP visitors. Also, we can see customers if they're shopping offsite, so we can see if somebody's looking at a Mercedes, and they're looking at a used BMW at a Mercedes dealer on Kelley Blue Book or AutoTrader. We can see if they're taking their X5 and looking to trade to trade it in and get a Kelley Blue Book analysis on it, and then we can start targeting them with your store, right? And this is even like say I called into your dealership.
8:05
A decade ago, and I was never a lead. All I did was call in with a phone number through our CDP and our enrichment. You can see all of my data. I'm looking to trade in my X five out front, and you'll see me, and then you can start targeting me, and we'll target you, right? We'll go over equity, cash renewal, acquisition, pre-orders, updates, non-buyers, service to sale, all of that. We go through and do all of that for you. It's all going to run off of an equity and a sort of data mining piece that's going to make it very easy. To see what we're doing, because we can see all of your guys' equity. This just our customers in September that have equity. We'll go after those cars. We'll influence, try and get those people back in. So that's what's going to directly replace it. Now, one of the cool things with this all of the data is going to be right inside a VIN. You're going to be able to see it. It's going to be right there. We'll be able to show you your shoppers in real time. So one of the nice things with this like if I click on a shopper.
9:00
You'll be able to see their contact card, what their value is, their gross value, what they own, when they've made their payments. All of this data pushes into VIN. It'll show that recent activity, all of that, and the BDC or the sales staff will actually be given suggested actions on how to talk to this customer about a new vehicle without making it feel like they're being tracked or watched at any given time. It'll tell them, hey, this how we'll do this. This what we should say. What we should do, right? Yep. Being, excuse me, connected to the CDP. Is we'll also be able to see everything we can see when they bought a car, what they've looked at on Google, what their page views were, where they were shopping. We can see what they talked about on the phone. We can see the emails that we've sent that they've opened. We also A/B test all of our emails, so you'll notice that this is a very wordy email. More than likely, it's because we've sent this customer emails that have a lot of pictures and they don't open them or they don't respond. But if they respond to emails that have a ton of words, we send those. We also, if you'll notice, we sent this at 8:14 a.m.
9:59
We send emails when they open them. So if you have somebody shopping at two in the morning, we're sending emails and texts at two in the morning. We're not sending them at eleven o'clock in the afternoon when they're not there, right? So we'll show you everything that's going on. We push it into the CRM, schedule into the CRM, push it into the DMS, schedule into the DMS, doing everything for sales and service. Like I said, we go back decades on data. So let's just come down here see how far. So they were originally a lead in 2010, and we have all their data since then. So we can tell you everything they've ever done. Which is really nice. One of the other nice things here is you'll be able to see activity where they're at, what they're looking at. All of this. This will be more for like marketing type stuff or heavy analytics. Where they're shopping, we can see what cars they own, all of that kind of stuff. All also go into what our equity or not our Equifax partnership gives you. We'll consolidate them. They've been in the CRM and the DMS ten times because we're using a CDP. We push that together, make one client instead of ten, which makes it very easy to track.
10:59
Okay, the other big thing that's going to come with the audience activation piece is a thing called data ups. So what this does is this customers, this like everybody we're reaching out to and contacting, right? But they haven't, we haven't made them into a new lead yet into the CRM. So this right here is specifically a high aim auto and market propensity. So these guys are all eight or higher, means they're buying a car in the next thirty days, and they have a high financial durability. They're all about seven fifty or higher in credit. At some point in the next thirty days, they are going into your CRM as a lead. But let's say it's like two weeks before the end of the month, and you're like, "Well, damn, we need some more leads." You can come in here, literally just select the ones that are best, that are the highest standard, click them, push them directly into the CRM, and then you guys can immediately start calling those people, working on those leads to get a lead bump. Even though we're still going to be reaching out to them and doing all of that text and email communication, you can have the BDC start dialing and ringing, and more than likely, they're going to get people in.
11:56
I had a group at the end of last month. A little bit different. They're not a BMW store. Acura, so a little bit different clientele. But on about the twentieth of the month, they realized they were going to miss by about twenty cars. They pushed in eighty-four opportunities. The BDC was able to get thirty-one sales out of that. So it's just these are great high-level opportunities for them that we're going to get funneled to the top no matter what in the next sixty days. But if they reach out, they're going to be there immediately. So this is the direct replacement for AMP moving forward. I know that was a ton of stuff in a really small time. We don't have a lot of time, so I'm trying to consolidate. What questions do you have about the AMP replacement piece?
12:34
No questions. It all makes sense.
12:36
Okay, perfect. So the other thing you're going to get with this is the CDP. This is going to be free for the first 60 days, after which it will be a $ 9. 99 charge if you want to keep it. Keep it if you don't. Don't. I would say keep it because of what it can do. So. Our CDP is powered and tied in with Equifax. We are going to be able to plug in everything you do. All of your Cox products, we'll be able to plug in your CRM, your inventory. VAuto has an integration coming where it will literally show if you guys use VAuto, it'll show your MDS, it'll show you your turn time on vehicles, everything in the screen as we're seeing it before we send out stuff to customers for equity. We'll connect in your websites, your CRM, your DMS, your inventory feeds, any manufacturer incentives. If you guys have.
13:19
Local credit union incentives, banks that you like, we'll connect to those. We connect your ads, social, Facebook, Google, Instagram, all of it. Connect your call tracking, GenAI, trade in scheduling, Urban Science. We connect it all. So this store in Chicago, we've collected eight million data points in the last week off of six hundred seventy-five thousand integration pieces. They have three hundred sixty thousand customers shopping them across their space all over the internet. Right. However, we know that there's only one hundred ninety-two thousand that are unique because what the CDP allows us to do. Is it allows us to de-anonymize everybody? So we put a pixel on them once they start moving, and we can figure out who they are pretty quickly. We then merge identities, like you saw, ten of one customer becomes one customer. We can also merge households. Husband and wife are looking for the same M3, but there's no way that his wife wants him to buy an M3 unless she's really cool. But like they're looking for the same M3, and we can merge that. Maybe they're a business. They're looking to do a fleet deal. Most people don't do fleet with BMW, but maybe they are. We can do business accounts.
14:17
And then we start to enrich this with our partnership through Equifax. So we will give you all of their correct email, all of their correct phone numbers, all of their addresses. The other big thing is we can tell you every car they own, even if you never sold it, and what the equity on that car is. So let's say you guys do really well selling Rav4s used. You can now see every customer in your database who owns a Rav four. You can then ask our Omni agent here. Show me every customer who owns a Rav4 with this many miles between this year and this year. It will show you that, and it will let you see those customers so that way that you can go after them. So, like if I click into here, this just everybody who has had a vehicle, a vehicle matched. So, if I click in here, you can see that she has a 9.1 financial durability. She's in a great spot to buy a car. Really good. She's buying a car within the next 15 days. This really good.
15:09
So we can see all of her activity. We've resolved her. She was in there four times. We enriched her, gave her the best phone number. We can also see that in her garage, she owns a BMW from these guys that she bought, but she also owns a Telluride. So we enriched that data. We know she owns a twenty-three. She doesn't have a payment left on it. It has fifty-five thousand miles. It's going to need to be serviced in March. We do know that she has a recall, and we can see all of this. So the audience activation also goes after recalls too, just so you're aware. But the CDP allows us to see all of this data. And then go after customers. The other cool thing it can do is we can do an inventory analysis with it, and we can show you what your slow-moving VINs are, and like how they're doing, what they're doing, and then we can actually break it down by VIN. It's like if we click into this X3, we can see that this customer has viewed it four times in the last day, and they don't have a lead. They viewed it five in the last two days, six in the last week. These customers should be called. We can bubble that up, funnel it, and go. So part of this.
16:06
Product to the CDP is you're going to be able to have a lot more data. The other cool part is it comes with a tool called Omni. Omni is a brain. Ask it anything. How is my sales team performing? What's Johnny's best five leads? What should he be doing? This what they look like, right? These are the insights. This what they look like with the leads. This what their gross looks like. All of it. What's my recent shoppers on X5s on, you know, X3s? What cars are moving slow? Omni will tell you all of that. The reason is, is because the CDP pulls all of your data. So we'll be able to tell you how your lead sources are doing, what they're closing, what your sales team is doing, how they're closing, how they're doing on the phones, what the purchase types look like. We can tell you how your specific pages online. So this is a huge for marketing. It'll be good for management too. What your pages look like. We can tell you where customers are buying and their conversion based off of zip code and how that does. That way you can spend your marketing money the best. Again, more marketing tools. UTM views, you know, paid CPC, organic, Performance Max, whatever it may be. We can see all of that.
17:04
We can see your VDPs. We can break down what your traffic sources look like, and Omni will also give you like, hey, this is what we. I would need to pull all of them. Yeah, let's go just to the BMW store, so it'll go faster. We can tell you how many visitors, how many leads, how many sales. Right, we can tell you, you know, what Google looks like, what Facebook looks like, how all of these are performing. They're organic versus non-organic versus paid, because we're an agnostic product. We allow you to see all of your data cleanly. We can give you benchmarks, tell you, you know, what your market rates look like. All of that. We can compare multi stores. You guys just have your store, but for the group, we can compare multi store on service. We'll tell you how many customers you're reactivating versus your retention, what your gross versus used looks like, what your rate of unique shoppers contact, what their open rate looks like, where they're coming from, how far from the store they're coming, how far they're buying from, servicing from. Omni gives you.
18:00
So retention dominates your guys's mix versus reactivation. Customer pay is dominating their gross. Warranties only, you know, warranties off 500k on that, right? So internal pay isn't very great. Insurance pay is absolutely atrocious. RO out output exceeded the actual appointments that they had set, which means they had really good walk-in, right? And we do all of this for you with the CDP and with Omni because at the end of the day, you know, the more data you have, the more successful you're able to be with what you guys are doing. And knowing, hey, this how my showroom leads have performed historically. All of that, because we want you guys to know, hey, this what we're doing. This how it's working. Well, we want to know what looks the best, what works the best, right? So we want to make sure that you guys are always in a great spot. So their used outpaced new, returning leads converted better, and then their attention PVR exceeded their new. So, and this what you get for free for 60 days when we turn everything on, so that way we can scrub, clean the data, give you a lot of reporting, and then if you want it afterwards, it's 9.99 a month.
18:58
What questions do you have about the CDP piece?
19:01
What does CDP stand for?
19:03
Customer data platform.
19:04
Cool. All right,
19:06
So it's just basically a way to consolidate all of your stuff, track everybody, and then hide it. So that way they, you know, just hide it.
19:13
The intention is, yeah. I mean, it's it's like the a super version of what AutoBography does. Yep, basically. I've seen what they do, right? Yep, I've seen what they do. Yeah, it's a super version of that. Cool. Yeah. Yeah. No, makes all makes perfect sense to me. But then, I guess the other nice thing is that CDP is plugged into everything you're already doing with, yep, with the other stuff, and so it it informs all your campaigns that you're running.
19:38
Yep, it informs all the campaigns you're running. It informs everything, right? And then, like, eventually, if you wanted to, I mean, we have chat and program with BMW, and then that runs off the CDP, and then all that kind of stuff too. Because then they get on a chat tool, and it's like, oh, we know you want an X5. You have this much. You know, equity left on your vehicle. We just saw you for service two weeks ago. Do you want to look at this X30 that you've been shopping? And it tells them all that in the chat. Well, before they ever even start talking to you, so it informs everything. It's really a good way to like help inform not only that but your sales staff as well because it gives them a ton of data in VIN that they can then see and go, great. This is what I need to do to succeed.
20:14
So enhance what they're already seeing, kind of in like the buying insights and all that kind of stuff.
20:18
Yep. Yep, it'll enhance all of that. It'll show stuff in customer contact cards, it books the appointments for them, all of that. It gives them more data on what they can see on what people are doing because it's going to show them, like if I click on one of these stories on Zachary here, for instance, it's going to show them like a little bit of his timeline, what they're doing. It's going to push everything in. Yeah, it's going to push in the AI summary, what's going on with him, the contact, all of that. So we're going to be able to see all of this data. There will be some integrations that we're working on and building out that will give you even more data over time, here in the next little while, hopefully in the coming months.
20:51
So yeah, everything. It all makes sense, I guess. Gage, I guess we'll be able to have VCA work with all this stuff. And so, one of the pieces that always plagued us is see if I can remember all of the bullshit. But essentially, AMP creates tasks, and if you don't have people going in and actively following up with some of those tasks, you're missing some business, right? Like it. It drives a lot of business, but if the tasks aren't being responded to and utilized fully, then you're missing some things. So what I'm hoping, and I assume, we'll be able to have VCA interact with those what would have been tasks, so that when we have kind of like a hand raiser from one of these campaigns, our AI will be able to interact with it.
21:33
Correct? Yes, correct. It will be able to interact.
21:37
So yes, those are all things. Coming like very very soon type of things as we integrate it into the CRM and things like that. Those are the types of things it will be able to do. Yes,
21:46
Because I'm sure right. I mean even right now if we have like if you have a person that responds. So before if they just clicked and in interacted with the piece, then it would create a task. What is that behavior going to be like moving forward when it switches over to full path?
22:03
With switching over to full path, so. If they click through and then they start communicating with you and create a task or to book an appointment, the goal is always book an appointment. But if they just click and open it, it's not creating a task. Okay. Like we can create dynamic lists that show them that their customers are actively doing things on there, and it will like do like little alerts. Yeah. But we won't create tasks until that customer is ready to be actually reached out to and contacted. Okay. Because it's not good to waste time.
22:28
So it makes more sense than just creating a task, even if it's not a true true hand raiser. Yeah, but if somebody wants to do some fishing, they can go in and look and see who's, yes, engaging a little bit with the pieces, and then spend some time doing that.
22:41
Yeah, and we can also create dynamic lists inside of here. That's one thing I didn't show you. We can create audiences that are custom. So if you wanted to see, like, you created a custom audience that every day it showed, you know, the BDC of the top ten people that are hand raisers that are ready to go, so they can see it in the morning and call. We can have that, and then every day it dynamically updates, so they're the newest people. The other cool thing with this is we can dump in manifests. So if BMW is sending you stuff, if you guys are getting lists from Capital One, conquest lists, we can dump them in here and then clean them, scrub them, and then they'll start running through the audience activation.
23:14
Okay. Tell me this. So one of the things we're doing, we're moving off of Podium and on to VCA. Yep. And so you mentioned chat. So at one point, I've got to figure out how I'm going to resolve and kind of solve for the whole like. So, Podium is three pieces. It's review invites, AI, B, D, C, and we were we're also using the chat tool. Chat tool works perfectly when you're with Podium because it obviously it just pushes. I sold it. Yeah. So I'm just gonna. I was just gonna leave it on for now, right? I mean, it can just interact and be a chat tool, and then it'll drop things in a VIN. But looking forward, you're saying Fullpath, VIN, Cox. You guys are gonna have a chat tool we can use. We already have one. So I can put that on a website instead of Podium.
23:53
Yep. Yeah. And so, like, who knows? You guys do specials as well. Right,
23:58
Yeah.
23:58
So, like, do you guys do specials on the website?
24:00
Oh yeah, yeah, of course.
24:01
Who does those? It'll know all that stuff,
24:03
Is what you're saying. Yeah, no, but I mean, like, who does those? Like, who do pay to do that? I do all that. You all that. Okay, so do you want to save some time and money? Yeah. So, so here you go. I'll show you. So, one of the things that can do it faster. Yeah. So, one of the things that comes with it is this. So, this is a Rapid Response. So, our chat looks like this. It's right here.
24:24
It lives here, so they can contact Quick Form contact. You know they have upfront pricing, get whatever you want, right? So I can change my vehicle, all of that. They have chat, new vehicle specials, trade-in directions, all that. So the new vehicle specials we build all of these for you, and they automatically update the very first of every month, all that, and we'll go off credit unions, BMW, everything. So this comes with your web chat when you buy it from us, so you won't have to worry about creating them now. You'll be working with our team who will build these and populate them for you. It's sort of no,
24:56
Just it's giving me kind of like Carnal vibes that chat tool.
25:00
Yep, yep, kind of. And so it'll be here. But like, if I go into like, here's all their specials. They run a lot through like this API, occurs through a credit union, it's not through manufacturer. But like, if I go in here to the chat tool, like I'm looking at a Telluride. Now I haven't bought anything from them, so they don't have any history on me. But like, I'm right here, and let's say I click on the X Pro. So if I click any of this, get approved, KBB Instant Cash Offer, instant cash offer, customize my deal. It populates right here in the sidebar. If I go to chat, it already knows that I'm looking at the teller. Yeah, I got you. Yep. And then if I go to pre-owned and I start looking at, you know, this Wrangler and I view details here, like the chat immediately is going to pop back up on the sidebar. It's now going to start talking to me about a Wrangler. Yeah. And it's going to want to know how I'm doing here. Everything with the buy, all your CTAs, they're going to come right through here on this side. So, and it will all interact based off of the CDP and then off of VCA once it transfers in as a lead.
25:52
Super cool, and then I'm sure I'm actually was about to pull up BMW dealer programs, but I'm sure that'll run. I can run that through BMW dealer programs, and it'll be turnkey for chat co-op.
26:03
Yeah, yeah. So what we do, because we have a different way that BMW works, is we create a packet for you. Yep. So once we sign everything, we create a packet because it's part of the AMP thing that we're having issues with. We have to get you pricing to work with them, even though they mandate pricing. So we just create your packet. Yep. So once we sign you up for AMP and everything, if you're like I want to do chat too, we'll add chat into the packet. And then we submit it to BMW for you, and then they approve you for co-op. Got you, because we have heavily discounted pricing versus what BMW is willing to give.
26:29
What what your pricing is for the chat tool?
26:31
Uh, for the chat with the dynamic payments,
26:33
You're nine hundred a month. Okay, a little over what the podium chat piece is, but yeah, theirs doesn't have the dynamic payments and stuff.
26:41
It's just theirs doesn't have dynamic payments or CTAs. It's like four hundred bucks. Yeah, theirs is through program. Yeah, I would say it's four hundred, and then Jerry, depending on if you were signed. Prior to them moving it to a volume - based pricing, you're either at a grand or you're at like eighteen hundred bucks, depending on what your inventory looks like.
26:57
All right, and what about review invites? I know that's totally out of left field.
27:02
We have a product that will be coming for that eventually. Yeah. So I mean, so we have one that's we're we have a some products that are in beta, and that's one of them.
27:13
And I can just keep it on that little piece on podium for now. It's not a big deal. You just kind of need it.
27:21
Y'all don't have any other questions? I'm sure I'll have. Does that system let me do some exporting out of out of yes, like charts and data and CSVs and shit?
27:31
Yep, you can export everything out. You can send everything out to your marketing teams. You can send them to.
27:35
So I build all of our. I've got a some pretty comprehensive dashboards that I've built for the store. That what's funny is a lot of what you guys have is built into mine too. But. Yeah, so it'll let me kind of. We'll let you schedule exports out for data too, or is it just like a manual export? Manual.
27:54
Yep. We can schedule it that way. There, if you want one at the beginning of every week, you can see different data on sales, service, whatever it may be.
27:59
Oh yeah, that's perfect. Okay.
28:01
Yeah. So, and if you're good to go, I can send you contracts over that you just signed today. That allows us to process the switch, and then we get everything rolling.
28:08
Yeah, I mean, if this if the switch is kind of like so, you're saying the switch is same payment for now, and then in today's we have the option to keep that the CDP or not.
28:17
Or turn it off. Yeah, yeah. Okay. So the contract, when it comes over, it'll show it'll be twenty nine ninety nine because that's what it is with the CDP. But the CDP is free for sixty days. There's terms and language in there. It's all a month to month contract. Cancel if you need to or whatever else.
28:30
Sounds good. And what I'll what we'll try to do is get, you know, I'm I'm external. Yeah. I mean, I operate like I'm internal because I've been with these this group for so long. But what I'll do is I'll get I'll get with this GM at BMW and have him start using. That CDP, okay. You know the the the reports because he's really into kind of some of the reports that I built. Basically, if you don't have something like I built or something like this, it's really hard to see inventory leads, GA4, Google Ads. It's really hard to see all that shit in one place. But with this dashboard, it looks like he'll be able to see all that shit in one place.
29:09
Yep. Yeah, he'll be able to see everything and we can interact with it.
29:12
Right.
29:12
So awesome. And eventually. Eventually, it'll be living in VIN too, so that'll be really even easier for me.
29:18
Yeah, I mean, Insights needs a lot of love. Yeah. So yeah, I know what you mean.
29:23
He's been for a long time at my store.
29:25
Insights is brutal, man. It's just such a really old, old bit, and you know, but generally, yeah, awesome.
29:34
Yeah. So I'll send. I'll get those drawn up for you this afternoon. I'll send them over to you.
29:38
Yep.
29:38
And then shoot us with a signature back, and then we can start everything. Turnaround time right now, since everybody's kind of transitioning, is about a week. But we'll get everything set up and running, and you'll be running it by mid month.
29:48
Okay. So I got an amp demo for my GM and Audi a couple of months ago, and he was a hard no because he's he just wasn't into it. Yeah. But I think that that store needs it. My big piece for that store is that I really want them to. I think it's so Audi's. Audi's life cycles—they really screwed up in not updating things for way too long, and so you have a lot of defectors. And so they've got a a couple of problems, but the defectors that are out there need to be turned into buyers. But also, we need to really, really work hard to keep you know keep service business up. And so I just when I when I first showed it to him, I said, "Man, I think it'll help a lot with service, with you know re-engagement, with you know honestly, so many different things."
30:38
But I'm almost thinking that he needs to see this again because it's. I mean, while it's the same, it's also drastically different.
30:45
Yes, it's very different, and there's a couple things we can do too on the defector side. Yeah. So we can. Let me show you this real quick.
30:51
I can tell you this before even go. Like, there they have Mastermind. Yep, this would replace that. To me, to me, the old amp didn't quite replace it, even though it kind of did. But now, what I'm looking at, especially with CDP and with all the other stuff, it fully replaces it.
31:07
Yes, it fully replaces it.
31:08
Yeah, so that's kind of that's the angle.
31:11
Yeah, and the big thing we can do too with a lot of the factors. So we have a spot for consent management built in, so you can see who's opted in, opted out, all of that. But when they like, let's say like Richard here, you click into him, we know that he was like opted out some of that stuff, right? You can go into communication preferences, and once they're enriched, because we can enrich them. I'm not going to do this because this is in somebody's actual CRM. We can re - enrich after they've been enriched, because now these are new phone numbers. We can now re - opt them in, so that way you can even go back after those defectors, and it's all perfectly consent managed through the FTC. Because if anything peens, it'll let you know, and it'll keep them opted out. But we can make sure that they're opted in for you as well.
31:49
Yeah, and theoretically, my thing is a campaign, a re - engagement campaign that is not. So re - engagement, a lot of times you think, okay, person that shopped with you just six months ago and then didn't buy. But what I mean is like we we have to go after customers that bought a car from us six years ago. And now they're in a freaking Mercedes, or they're in you know a Genesis or whatever. And it it just comes to mind with this because you were saying we've got data that goes back like you know a long way. So I think that that could really help pull in new customers. Yes, old new old customers.
32:24
Yeah, we can definitely do that, and we can run custom campaigns around that too. Okay, so that way that they can target those people specifically. So we can. When I send you over the contracts, if you want to shoot me an email with his contact info and everything, we can kind of like try and figure out a time for everybody at the Audi store to hop on this and show them everything too.
32:39
Yeah, and I want to I want to get I'll send you like used car, new car, a used car, GSM and GM, and and also platform manager, which is Richard Monterano. He's over all three stores. I'll put him into that email also, so you can kind of you know shoot in. Hey, I'd like to show you guys this. Here's the hook, and and okay, you know what I'm saying.
32:59
Yeah, yeah, I know what you're saying. We can do that.
33:01
Okay. BMW is, you know, I'm just gonna, I'm just gonna sign that and send it back because it's, it's no extra spend unless Brett and I kind of decide to keep that extra piece.
33:12
Yeah, yeah, that's totally fine. Yeah, we can do that. So I'll make sure that those are overdue this afternoon. And then, do you have any questions or anything else for me before I let you go?
33:19
No, man, we're good. Thank you. I appreciate it.
33:21
No problem. Thank you, Lance.
33:22
You have a good one. Bye bye.
33:23
Bye bye.