The Goal
A Mazda dealership partnered with fullthrottle.ai® to turn anonymous website visitors into measurable sales and service revenue.
By identifying and engaging previously unknown website traffic, the dealership was able to reconnect with high-intent shoppers across Connected TV, targeted display, and SmartMail.
This multi-channel strategy significantly increased website engagement and returning visitors while tying marketing exposure directly to vehicle sales and service conversions through Dealer Management System matchback.
In just a few months, the dealership saw strong increases in returning site traffic and measurable sales impact from their fullthrottle.ai® campaign.
The campaign demonstrates how identity-based targeting can convert website traffic into real dealership revenue while supporting long-term funnel growth.
The Challenge
Despite steady website traffic, most dealership visitors browse inventory without submitting a lead form, calling the dealership, or identifying themselves.
This creates a major disconnect between website traffic and actual vehicle sales, making it difficult to measure marketing impact.
The dealership partnered with fullthrottle.ai® to:
- Identify anonymous website visitors through identity resolution
- Increase vehicle sales conversions
- Drive service department traffic
- Improve returning website visitors
- Prove marketing ROI tied directly to dealership revenue
The Results
Through a sustained, multi-channel partnership, the company saw major growth in 2025 after adding Online Video to their media mix. Total first-party households Through a sustained, multi-channel marketing strategy, the dealership saw measurable growth in both vehicle sales and service revenue after activating identity-based targeting across Connected TV, display advertising, and SmartMail.
Over a four-month period, the campaign generated $131,200 in attributed revenue, delivering a 6.5X return on a $20,000 marketing investment.
Across the campaign, marketing exposure drove:
- 45 vehicle sales conversions
- 147 service department conversions
The campaign also significantly increased website engagement as upper-funnel media expanded reach. Total website households grew from 149 in October to 718 in December, while returning website visitors increased 77.8% from November to January, indicating stronger shopper consideration and repeat visits.
The coordinated media mix played a critical role in converting high-intent shoppers. Of the 12 vehicle sales conversions recorded in January, every purchaser was served a display ad, 92% were served Connected TV advertising, and 83% received SmartMail, demonstrating how consistent messaging across channels helped move shoppers from anonymous website visits to measurable dealership revenue.
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
By implementing fullthrottle.ai® technology, the dealership was able to identify website visitors and reconnect with them across multiple advertising channels. Through a combination of Connected TV, targeted display ads, and SmartMail, high-intent automotive shoppers were served consistent messaging across screens and direct mail.
Dealer Management System (DMS) matchback reporting then tied advertising exposure directly to closed vehicle sales and service appointments.
CTV
Connected TV extended the dealership’s reach into high-attention streaming environments, placing brand messaging directly in front of in-market automotive shoppers. By serving ads on premium streaming platforms, the campaign reinforced awareness and consideration at the top of the funnel while keeping the dealership top-of-mind as shoppers moved closer to purchase.
Targeted Display
Targeted display advertising re-engaged high-intent automotive shoppers across websites and mobile devices after they visited the dealership’s site. By using identity-based targeting to reach verified households, display ads kept inventory, offers, and service messaging in front of potential buyers throughout their research journey — helping convert anonymous website visits into vehicle sales and service appointments.
SmartMail
AI-powered SmartMail delivered personalized, behaviorally timed messaging directly to homeowners across their service area. In addition to ongoing SmartMail activation, the company launched a May 2025 lookback campaign targeting non-converting households, influencing 25 additional conversions and generating $532,000 in revenue. Later in the year, a custom list activation allowed the client to reach new high-intent homeowners, reinforcing engagement at critical decision moments.
Use Omnichannel Activation to Expand Household Reach
Schedule your demo and discover how fullthrottle.ai® helps brands activate first-party data to drive measurable growth and customer acquisition