Fullpath Elevates Customer Data Platform (CDP) with Urban Science Defection Data Integration

DETROIT, Mich., April 24, 2025 /PRNewswire/ -- Fullpath, automotive's leading Customer Data Platform (CDP), is thrilled to announce its latest integration with Urban Science, a leading global automotive consultancy and technology firm, ushering in a new era of customer engagement and retention strategies. This data integration enables Fullpath to enrich its customer profiles through Urban Science's unrivaled defection (lost sales) data – updated daily – allowing dealers to identify customers who made new, or certified preowned (CPO), vehicle purchases at same- and competitive-brand dealerships each day.

Urban Science's defection data empowers dealers to know when leads in their CRM buy cars elsewhere, driving Fullpath's marketing automation efforts to more efficient and productive outcomes. In the dealer space, Urban Science's daily defection data powers the company's turnkey SalesAlert and TrafficView solutions, which are used by almost 4,000 dealers to uncover previously unseen insights regarding dealership traffic across brands and locations. These insights deliver unmatched visibility of a dealership's losses, helping dealers learn from missed opportunities to improve marketing/CX and sales effectiveness.

"Tapping the power of Urban Science's unrivaled daily sales data to unlock defection insights– which position dealers to better compete in their markets – into our CDP is a major leap forward in how dealerships connect with their customers," said Christina Rosenbach, VP of Customer Experience at Fullpath. "This intelligence enables dealers to immediately recognize when a lead has purchased elsewhere – enhancing a dealer's depth of customer insight and personalization options so marketing workflows can stay agile and easily target active, high-potential service opportunities. It's about making every touchpoint smarter, more relevant, and more efficient."

Through Urban Science's defection insights, Fullpath clients can craft personalized messages to acknowledge key concerns that may have resulted in a lost sale, positioning the dealership as a reliable partner for future service needs and enhancing the potential for long-term loyalty and relationship building.

Key features of this integration include:

• Targeted Communication: Easily pivot messaging to invite customers to visit the dealership for their service needs, even if they purchased elsewhere.
  
  
• Data-Driven Insights: Gain real-time insights into customer behaviors and purchases, enabling more effective marketing strategies like audience and ad suppression.
  
  
• Resource Optimization: Streamline automated marketing workflows to remove out-of-market leads and refocus media spend on remaining prospects.

"The idea for this integration came from our day-to-day challenge of needing smarter, more relevant data to drive retention and efficiency. The combined power of Urban Science's unrivaled defection data and Fullpath's CDP is a huge win for retention strategy, giving us the ability to shift messaging in real time, capture more service opportunities, and build stronger relationships with our customers. Both companies are committed to solving real-world problems and improving their platform based on dealer feedback." added Joe Brown, CMO of Frank Leta Auto Group, who has been instrumental in piloting the data integration.

For inquiries or more information about the Fullpath and Urban Science integration, please contact [email protected] or visit Fullpath.com.

About Fullpath 
Fullpath is the automotive industry's first enhanced Customer Data Platform (CDP). Fullpath unifies first-party dealership data and activates it by layering powerful AI and marketing automation. Dealerships that invest in the platform create exceptional, hyper-personalized customer experiences that drive loyalty and build resilient, lasting business.

About Urban Science
Urban Science is a leading automotive consultancy and technology firm that serves automotive original equipment manufacturers (OEMs) and dealers, and AdTech companies that support them, around the world. Headquartered in Detroit and operating in 20 office locations globally, Urban Science taps the power of its science – and its unrivaled data, solution offerings, and industry expertise – to create clarity and business certainty for clients in even the most chaotic market conditions.

Visit UrbanScience.com for more information about how Urban Science helps the automotive industry gain a competitive edge by taking the guesswork out of critical business decisions. This in turn, drives improved efficiency and profitability industrywide.

SOURCE Fullpath