Automotive customer data platform and marketing automation engine Fullpath announced an integration with DealerBuilt’s Oplogic variable operations platform of CRM, desking, F&I menus, equity, telephony, fraud protection, and artificial intelligence tools. It is a partnership the companies say is designed to provide dealerships with seamless data connections and enhanced data consolidation to support more precise customer targeting.

The companies said the integration allows for data synchronization to ensure customer records are updated in Fullpath’s CDP daily. That, they said, allows dealerships to have a unified view of their customers and consolidate insights across their marketing and sales channels to inform their marketing strategies.

“At Fullpath, we are committed to delivering data-driven solutions that empower dealerships to understand and connect with their customers like never before,” chief operating officer Idan Mishal said in a news release. “Our integration with Oplogic strengthens this commitment by enabling seamless data flow between our platforms, providing dealerships with a comprehensive, up-to-date and secured view of each customer.”

The companies said the integration allows dealers to integrate CRM data into Fullpath’s CDP for a unified and holistic customer view, have access to enriched data and synchronized records to deploy highly targeted marketing campaigns to existing and potential customers, and increase operational efficiency by reducing manual data entry and improving data accuracy to save time and reduce errors for an improved customer experience.

Jason Keith, vice president of variable operations for DealerBuilt, which acquired Oplogic in 2023, said the partnership with Fullpath will “deliver a deeper level of data integration for our dealers. With this collaboration, we will give dealerships the capability to unify customer data across platforms, enabling them to engage with customers more fully and deliver a more personalized experience to drive brand loyalty and growth.”