Take Control of Your Data

Every time a shopper submits a lead, visits your website, chats with your store, or interacts with your digital retailing tool they are providing you with valuable first party data. In current state, all this data is siloed across your various vendors, each with their own small slice.

This all changes with Retail First Party Data Platform (FPDP). This platform connects all the dots and creates a unified view of each customer. Each bit of data the customer provides is stitched together in this platform and is made available for your use.

Powerful 360-Degree View of the Customer

The Kia Retail First Party Data Platform collects data on your behalf from both Kia and your various web properties. This includes all lead and sales data and tagging data across all Kia-related consumer-facing websites (Kia.com, your dealer website, trade-in tool, messaging tool, and digital retailing tool).

By integrating all of these properties into a single view of the shopper, the Kia Retail First Party Data Platform allows you to see every customer as just that-a customer. Every interaction the customer has with Kia or with your online presence informs this view and makes it that much more robust for your use.

This data can be harnessed to better understand who the customer is, where they are in their journey, their shopping interests and intent, and their propensity to purchase. With this better understanding of the customer, Kia and Kia Dealers can more effectively communicate to the customer, delivering not only a better experience with the Kia brand, but also increasing efficiencies across tiers.

Audience Activation Through Retail FPDP

As customers move through their journey, their digital signals are aggregated, and the customers are categorized into various audience segments. Their categorization is fluid and will change as they move through different stages of the customer lifecycle, engage or disengage with the brand, or indicate their interests have changed, etc. Nonetheless, the Kia Retail First Party Data Platform powers the creation and maintenance of these audience segments based on the data collected.

Within Retail FPDP, audiences will be automatically activated for participating dealers in a secure and compliant manner. The audiences will be pushed directly into Kia Dealer advertising accounts, like Google and Facebook, and the audiences will be applied to dealer media campaigns. Participating dealers will automatically take advantage of these rich, first-party audience segments to enhance their advertising campaigns and increase efficiencies.

Additionally, suppression audiences will be shared with both Kia and Kia Dealers to ensure that customers who have already taken a desired action (such as purchased a vehicle) are no longer being actively targeted in marketing communications. All local sales are included in this hashed suppression list to make sure you don’t waste your advertising dollars.

The Kia Ecosystem Benefit

The Kia Retail First Party Data Platform enables data integrations that are unachievable outside of the Kia ecosystem. It allows Kia and participating Kia Dealers to activate on first-party data and better coordinate with fellow Dealers and Kia tier 1 media plans. This maximizes efficiency, allowing for increased investment in alternative channels/tactics, and it delivers a more seamless customer experience.