Built on the Data Management Layer
Every audience built in the Activation Studio stands on identities that are already resolved. Underneath, the Data Management Layer keeps one accurate record per person and household from DMS, CRM and website data, so the audience that gets exported reaches real people with the best contact information, not duplicates and dead ends.
How a marketer builds an audience in Activation Studio
01
Scope
Pick one rooftop or many, filters availability scopes to the dealers you select.
02
Start
Start from a proven play in the Filter Template Library, or build an audience from scratch.
03
Refine
10 filter groups on resolved identities including: engagement, sales & service history, CRM leads, website behavior and more.
04
Commit
Preview the count, save it under your naming, export or push it to the Activator team to execute a Custom Campaign.
What's self-service, and what runs through Activator
Self-service
Building, previewing counts, saving and exporting audiences, your team does this themselves, whenever the idea is fresh.
Request-and-execute
Campaign execution (build + send) is also available through Activator, where deliverability and consent are protected for email and SMS messaging. Hand a saved audience to the Activator team to run as a Custom Campaign, and we build and send it.
Faster to build, cheaper and more personal to send
One resolved identity in one place changes the work and the result.
One place, not three list pulls
DMS, CRM and website data already live together here, so building a campaign audience is one job on one screen. No exporting from each system and stitching the lists together by hand.
Exports as one person, with the contact that works
Every audience exports as one resolved identity, carrying the best contact point, or several for digital campaigns, with opt-in controls. You stop paying to reach duplicates and dead addresses, so each send is more accurate and more cost-effective.
Campaigns get more personal
Because each person is one resolved identity with their full history, a campaign can speak to what someone actually owns and has done, not a fragment of it.
What your team can filter on
Ten filter groups, all on one resolved identity.
| System rules | Guardrails set once and shown atop every audience. |
| Customer type | DMS purchase/service history, prospects with a CRM or website record only, or both. |
| Sales & service history | Identity-grained recency, counts, and ever-bought year/make/model across a person's whole history. |
| Sales | Deal-level detail, retail or lease, new or used, interest rate, money factor, term, payments made and remaining. |
| Service | Service history, whether a future service appointment is booked, open-RO exclusion, and a rolling or calendar service-date window. |
| Garage | Vehicles owned now, year, make, model, vehicle type and estimated mileage. |
| CRM | Lead date, status, type and source, showroom visit counts, and vehicle of interest by year/make/model. |
| Website | Visit counts and session duration, plus up to three VDP condition sets scoping a viewed vehicle by year/make/model, view count and time window. |
| Marketing | Suppress anyone emailed or texted recently, include only people who opened or clicked in a campaign window, or match on send and engagement counts, email sends, opens, clicks, SMS sends and replies and hand-raisers, limited to specific journeys or campaigns. |
| Equity | Named equity classes plus a payment-change range, New to New, Used to New, Lease, Retail Balloon, Cash, Traded, Service Not Sold and more. |
Why the counts hold up in front of a dealer
Identity-grained, not record-grained
History aggregates over a person's whole record; people, owned vehicles, vehicles of interest and VDP views are counted separately. A person who owns three vehicles is counted once, not three times.
Preview before you commit
Preview Count returns the audience size before it's applied, and every audience states in plain language what it currently matches.
Ready for a closer look?
See it in actionAvailable filters depend on the data connected for each dealer. Website and VDP filters require the Activator website pixel on that dealer’s site; CRM filters require a supported CRM integration; equity classes require DMS deal data.