Gubagoo, a provider of digital retailing and conversational commerce for automotive dealerships, launched Curator, a "Unified Intelligence Engine" for auto retailers.

Powered by Fullpath, an automotive industry customer data platform and marketing automation platform, Curator unifies all three types of data – transactional, demographic and behavioral – and makes it actionable. It collects and unifies first-party data from multiple sources to build a single, complete view of each customer. Dealerships can use the data for customer and user activation – giving consumers the one-on-one personalization they expect today.

While dealerships sit on a wealth of data, one of the biggest challenges they face is leveraging their datasets to impact their business strategies and improve client experience. The root cause is data siloed in disparate applications across multiple or duplicate customer records, sources, reporting tools and vendors.

Through the partnership, Fullpath provides first-party behavioral data fueled by its analytics engine, identity resolution, and website traffic attribution.

Gubagoo and its parent company, Reynolds and Reynolds, bring a view from inside the dealership with transactional and demographic information, leveraging first-party data from within the dealer management system and customer relationship management system, as well as customer activity from chat and digital retailing activities.

Combining all of the data into a Unified Intelligence Engine creates a holistic view of the dealership’s customers.

"We knew with Gubagoo and Reynolds we would build something historic for the industry by giving dealers the power to understand and activate their data through a truly connected data infrastructure. And now that we’ve seen the power of Curator, we know that dealers have unparalleled views of their customers they can take action on," says Fullpath CEO and co-founder Aharon Horwitz.

By connecting the DMS, CRM, finance-and-insurance, chat, digital tetailing tools, and more, Curator provides:

●        Business insights

●        Decision-making tools

●        Multitouch attribution metrics

●        Data segmentation across sales and service

●        Campaign management and audience best practices for marketing purposes     

●        Sales enabling

Curator also measures effectiveness by department, ad campaigns, and customer retention and reactivation, all while managing data hygiene, enrichment, appends and identity resolutions.

“Dealers have a huge opportunity in front of them, and we couldn’t be more excited to help them take advantage of it with a Unified Intelligence Engine,” said Gubagoo President Brad Title. “They have struggled for years with segmented data in disparate tools, and now with Curator, they can leverage all their information in a single place to dramatically increase efficiencies and truly wow customers.” 

The Unified Intelligence Engine will launch at NADA 2025.