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CDP and MAP Platform Evaluation
Read our one-minute summary, or ask your AI what this guide means for your dealership.
The Automotive CDP Vendor Questionnaire & Integration Checklist provides dealerships with a framework to evaluate and integrate CDP vendors. It emphasizes the importance of data hygiene, identity resolution, and audience creation to unlock new revenue streams and enhance customer experiences.
A structured questionnaire makes CDP vendors comparable.
Data hygiene keeps customer records accurate and marketing waste down.
Deterministic and probabilistic matching, and what each means for targeting.
A checklist you send each shortlisted CDP vendor to document its automotive integrations. Activator Pro, Client Command, Fullpath, fullthrottle, Orbee & Outsell completed it.
Why dealers invest in CDPs, how they identify known & anonymous shoppers, and data risk
Questions on fixing DMS emails, mobile numbers, addresses & vehicle ownership
Deterministic vs probabilistic matching, iframe gaps & three levels of identity service
Which website, call, text, DMS & CRM data should update the master customer record
How audiences are built, suppressed & sent to email, mail, OTT, SMS & ad platforms
Security, encryption, breach response, consent & fees for vendor data access
Pricing models, contract terms & how to move your data if you leave
Data limits, implementation & training costs, support & time to get running
A shareable checklist vendors fill in to show which auto systems they integrate with
The team, the method, and where the data came from.
Automotive dealers are increasingly investing in Customer Data Platforms (CDPs) to better manage customer data, maximize lifetime value, and enhance the customer experience. CDPs allow dealers to create personalized marketing strategies by identifying their most valuable customers and triggering tailored offers based on individual activity. However, choosing the right CDP vendor can be challenging, especially for dealers unfamiliar with data platforms.
This report provides a comprehensive questionnaire and checklist designed to guide dealerships through the vendor selection and data integration process. Key areas of focus include data hygiene, identity resolution, marketing activation, and regulatory compliance. By addressing these critical elements, dealerships can ensure they implement a CDP that improves data accuracy, reduces marketing waste, and optimizes customer outreach. The report also highlights the importance of managing first-party data securely, adhering to privacy regulations, and preparing for the evolving landscape of customer data management.
Pick your seat to see what this guide means for your job.
Quick answers about the guide and who it's for.
It's a Pasch Group guide that gives dealers the same questions to ask every CDP and marketing automation platform vendor before signing. It has seven question sections with yes/no columns, plus a data integration checklist. Asking every vendor the same questions makes their answers comparable, and vendors can use it to see what dealers will ask.
Cover seven areas: initial data hygiene; identity resolution and PII; data integration and record updates; audience creation and marketing activation; data access and risk assessment; pricing, contracts and cancellation; and planning, implementation, training and support. The Automotive CDP Vendor Questionnaire gives specific questions for each.
Clean data keeps customer records accurate and marketing waste down. The Automotive CDP Vendor Questionnaire starts with data hygiene and asks how each vendor fixes DMS emails, mobile numbers, addresses and vehicle ownership.
Identity resolution is how a CDP matches shoppers, including anonymous website visitors, to customer records, using deterministic or probabilistic matching. That matters because under 2% of all website traffic converts to a lead form. The Automotive CDP Vendor Questionnaire explains both methods and asks which of three levels of identity service each vendor provides.
It's a shareable checklist you send each shortlisted CDP vendor to document which automotive systems it already integrates with. Activator Pro, Client Command, Fullpath, fullthrottle, Orbee and Outsell completed it. It comes with the Automotive CDP Vendor Questionnaire.
There are 15+ CDPs specific to automotive, with another 20+ for larger dealer groups, according to the Automotive CDP Vendor Questionnaire & Integration Checklist. Most dealer websites also run 3-6 software products that capture parts of the shopping journey, so integration questions matter.
Yes. It's a free 23-page PDF. Download it on this page. Brian Pasch published it in January 2024, and it grew out of Pasch Group consultations with dealers on CDPs and marketing automation platforms.
Automotive CDP Vendor Questionnaire & Integration Checklist. Free, and yours in under a minute.
Automotive CDP Vendor Questionnaire & Integration Checklist · 23 pages
Based on interviews with dealership leaders using AI in sales and service, this report shows how the strongest stores split work between AI and people, manage the handoff, bring staff along and measure what AI actually adds.
In collaboration with ImpelThe 2027 Automotive CRM Research Report examines how AI, CDPs, cloud data warehouses and evolving CRM platforms are reshaping who controls dealership data and customer communications, and the new standards dealers should demand as CRMs expand into service, F&I, lifecycle marketing, compliance and AI-agent governance.
This investigative report reveals how many third-party scripts collect customer data on dealer websites, often without the dealer's knowledge, and gives you an inspection checklist to audit, optimize and secure your digital properties.