Fullpath, a leading Customer Data Platform (CDP) in the automotive industry, has announced a powerful new integration with Urban Science, a global leader in automotive consultancy and technology. This integration brings real-time defection data—daily updates on customers who purchase vehicles from other dealerships—directly into Fullpath’s CDP, revolutionizing how dealers engage and retain customers.

Urban Science’s defection data allows dealerships to detect when potential leads in their CRM make new or certified pre-owned (CPO) vehicle purchases at same-brand or competitor-brand dealerships. By leveraging this data, Fullpath enables marketing automation to become more precise, agile, and outcome-driven. Dealers gain immediate insights into customer defection events, empowering them to refine engagement strategies and act quickly on high-potential service opportunities.

Urban Science’s data already powers tools like SalesAlert and TrafficView, used by nearly 4,000 dealerships. These tools provide comprehensive visibility into dealership traffic and customer behavior across brands and regions. Now, with integration into Fullpath’s CDP, these insights will enable deeper personalization and more informed customer experiences.

“Tapping the power of Urban Science’s unrivaled daily sales data to unlock defection insights 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.”

By using defection insights, dealerships can respond strategically with personalized communication that acknowledges lost opportunities while positioning themselves as trusted service providers—laying the groundwork for future customer loyalty and retention.

Key Features of the Integration:

  • Targeted Communication: Quickly pivot messaging to invite defected customers to return for service needs—even if they bought elsewhere.
  • Data-Driven Insights: Access real-time behavioral data to improve audience targeting, ad suppression, and campaign effectiveness.
  • Resource Optimization: Automatically remove out-of-market leads from marketing workflows and reallocate media spend toward high-potential prospects.

Joe Brown, CMO of Frank Leta Auto Group, who helped pilot the integration, noted: “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 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.”

With this integration, Fullpath and Urban Science are delivering innovative, dealer-focused solutions that turn missed opportunities into strategic advantages—elevating the standard for customer engagement in the automotive space.