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Industries · Automotive · Dealers · Dealer groups · OEMs · Aftermarket · Lenders

Automotive, from the in-market buyers near one store to the vehicle graph in an OEM's warehouse.

A dealer wants the households within twenty miles whose lease ends this quarter and who researched the model it stocks. An OEM wants every owner, every lease and every service record resolved to one person across the dealer network and measured against CTV. The vehicle bundle, VIN, year, make, model, trim, purchase date and lien, on 240M adults, does both.

Book a free demo Start at rung one

Vehicle fields come from registration and sales records joined to the person; finance fields are modeled and never used to decide a loan.

  • VIN, year, make, model, trim, body and fuel type, MSRP, bought new or used, purchase date and lien on the vehicles in the garage.
  • Daily intent on makes, models, lease-end searches, trade-in values, tires, brakes and service near me.
  • Direct mail from the graph or the DMS export, in home within a week, matched back to sales and repair orders by address.
Ad Audiences · Lease-end and in-market · 20 miles of the store · 9,840 households
SegmentVehicle 3 to 4 years oldLien on fileWithin 20 milesHousehold income: mid to upper bands
SignalsModel you stock, by nameTrade-in valueVisited a competing dealer's site
ExcludedCurrent customers from the DMS · 6,200
PushedMeta · 59% matchedGoogle · 55%Direct Mail · 2,500
Push to MetaMail the top 2,500Send to the CRM
240M+US adults in the graph
120Mbusinesses, with the people in them
2Tintent signals read a day
400+attributes on a person

What the graph holds for automotive

The vehicle fields a dealer's marketing is made of.

Four of the sixteen bundles, picked for this industry. See everything in the graph →

VehicleEvery vehicle in the garageVIN, year, make, model, trim, body and fuel, MSRP, new or used, purchase date and lien: the fields behind lease-end, conquest and service campaigns.Open this table in the data dictionary → Intent & linkagesWhat they research, and how the keys joinDaily scores on makes and models, trade-in values, financing, EV charging, tires and service, joined to the household.Open this table in the data dictionary → Household & propertyAbout 250 fields on where they liveDistance to the store, dwelling type, garage and EV-charging-relevant housing fields, carrier route for mail.Open this table in the data dictionary → FinanceModeled, not a credit reportModeled income bands to size an audience for a trim level or a model line; never used to approve financing.Open this table in the data dictionary →

The ladder · simplest to largest

Five rungs, from one store's mailer to the OEM's data warehouse.

A single store lives on rungs one and two. A dealer group reaches rung three when the CRM and the DMS start talking to the graph. OEMs and lenders arrive at rung five.

Rung 1 · Day one

A single-point dealer, an independent lot, a service shop

Pull the in-market households near the store, and see who is on the site.

Build one US Consumer Data segment: households within a drive of the store with a vehicle in the age band that trades, a lien on file, and research this week on the models you stock. Download it with validated phones, do-not-call flags and addresses. Put the Website ID tag on the site and see which households viewed inventory last night.

  1. Build the segment in US Consumer Data: distance, vehicle age, lien, model research.
  2. Install the Website ID tag; by tomorrow the households on the VDPs are in the app.
  3. Mail the list; call the numbers that clear the do-not-call flag.
US Consumer DataWebsite ID
Rung 2 · First month

A franchise dealer, a dealer group store, an aftermarket chain with a media budget

Advertise to the in-market households, suppress your own customers, mail the lease-ends.

Ad Audiences turns the segment into hashed audiences on Meta, Google and CTV, refreshed weekly as intent moves. Smart Exclusion takes the DMS customer export and keeps current customers out of conquest spend. Direct Mail runs lease-end, equity and service drops from the graph or the DMS list, matched back to sales and repair orders.

  1. Build conquest and lease-end audiences in Ad Audiences; match rate per platform shows first.
  2. Load the DMS customer list into Smart Exclusion; excluded everywhere, refreshed as deals close.
  3. Run the drops through Direct Mail; match back by address to the DMS.
Ad AudiencesSmart ExclusionDirect Mail
Rung 3 · First quarter

A dealer group with a CRM, a BDC and a service drive

Enrich the CRM and the DMS, and watch the customer base for the next purchase.

Enrich appends vehicle, household and life-stage fields to every CRM and DMS record, written back through Integrations. Pulse watches sold customers, service customers and unsold leads for the week they research a new model, a trade-in value or financing, and routes the alert to the salesperson or the BDC.

  1. Enrich the CRM and the DMS export with Enrich; the vehicle bundle fills what the DMS never captured.
  2. Put sold, service and unsold on Pulse; weekly, who is in market for what.
  3. Route through Integrations to the BDC and the salesperson of record; score by equity position and intent heat.
EnrichPulseB2B Data
Rung 4 · First year

A large group, an OEM regional office, an aftermarket brand with an analyst

Model the next purchase, and feed the competitors' shoppers.

Join enriched vehicle and household fields to sales history, fit a purchase-timing model, and score every household in the market monthly by API. Seed Ad Audiences with the top decile, mail it with Direct Mail, and scope a Custom Intent Feeds feed on your models, the competing models and the dealers you lose to.

  1. Train on sales history: vehicle age, lien status, mileage proxies, income band and topic recency predict the next purchase.
  2. Score monthly by API or through the MCP server; refresh audiences, mail and suppression together.
  3. Build the Custom Intent Feeds feed to a written scope: models, competing models, competing dealers, geography.
Custom Intent FeedsEnrichAd AudiencesDirect Mail
Rung 5 · At scale

An OEM, a captive lender, a national dealer group, an aftermarket manufacturer

License the vehicle graph into the warehouse and resolve the network to one owner key.

Enterprise delivers the graph on a schedule to the warehouse, resolves owners, leases, service records and dealer CRMs to one person, runs matching with dealers and media partners in the Clean Room, and streams audiences to The Trade Desk integration for CTV and programmatic. Captive lenders run marketing on modeled fields while underwriting stays on the bureau. A proof of concept on your owner file comes first.

  1. Proof of concept: the owner or lease file against the graph, match rate and coverage reported.
  2. Scheduled warehouse delivery; one owner key across the dealer network and the lender.
  3. Clean-room measurement of CTV, programmatic and mail; co-op campaigns fed by API.
EnterpriseCustom Intent FeedsAd AudiencesSmart Exclusion

What automotive teams use it for

What dealers, groups, OEMs and lenders run on the graph.

Customer suppression

The DMS export excluded from conquest spend on every platform, refreshed as deals close.

Smart Exclusion

Service and tire campaigns

Vehicles by age and mileage proxy, researching tires, brakes or service near me, mailed and advertised by store.

US Consumer DataDirect Mail

Who viewed the inventory

Households on the VDPs last night with their vehicle fields, routed to the salesperson of record.

Website ID

Next-purchase monitoring

Sold and service customers watched weekly for research on a new model or financing.

PulseEnrich

EV campaigns

Homeowners with a garage and the right housing fields, researching EVs and chargers, in the store's radius.

Ad AudiencesUS Consumer Data

Purchase-timing models

A model trained on sales history, scored monthly across the market by API.

EnrichAd Audiences

Network identity resolution

Owners, leases, service and dealer CRMs resolved to one person in the warehouse.

Enterprise

Agencies serving dealers

Every product under your brand, one sub-account per store or group.

Agency DaaS

Use it right

Registration-sourced, non-FCRA, and do-not-call checked.

What applies when the buyer sells or finances vehicles. Your counsel decides; this is how the data behaves.

  • Vehicle data sources. Vehicle fields come from registration and sales records joined to the person, used for marketing under the permissible purposes that apply to that data; your counsel confirms the use for your state.
  • Non-FCRA. Finance fields are modeled marketing data. They size an audience; they never decide financing, and a prescreened firm offer of credit needs a credit bureau.
  • Calling and texting. Every phone carries a do-not-call flag and a line type. TCPA consent for texts and autodialed calls is yours to obtain; BDCs usually dial only the numbers that clear the flag.
  • Your customer data. DMS and CRM exports used for suppression or enrichment are hashed and matched; they stay yours.
  • Opt-outs honored. People who opt out through datamoon.com are removed from every product and from pulled records on the next refresh.

Questions

Questions a dealer's marketing team asks first.

How current are the vehicle fields?

Registration and sales data refresh on a schedule; the purchase date, lien and vehicle age fields are the ones dealers use most, and the sample shows them before you pull.

Can we keep our own customers out of conquest ads?

Yes. Export customers from the DMS and load them into Smart Exclusion, hashed. Each one expands to every identifier the graph knows and is excluded on every platform and from every mail drop.

Can intent be scoped to the models we stock and the dealers we lose to?

Yes. A Custom Intent Feed is built to a written scope: your models, competing models, competing dealers, your radius. It is live within days.

Does the pixel show which vehicles a household looked at?

Yes. Visitors show with the pages they viewed, so the VDPs a household opened sit next to the vehicle they own today.

What does an enterprise engagement look like?

A proof of concept on your owner or lease file, then scheduled delivery of the graph into the warehouse, identity resolution across the network, and clean-room measurement, on an annual contract.

Other industries

The same graph, a different ladder.

InsuranceFinancial ServicesHome ServicesMarketing AgenciesAll industries

Book a free demo

Bring your store's address and the models you stock. We count the in-market households on the call.

Thirty minutes: the conquest and lease-end segments counted in your radius with the match rate per platform, your DMS customers' overlap with the audiences you run today, and the next rung written down.

Book a free demoSee how it works

Thirty minutes, live on your own data. A person who knows the products and this industry runs the call. By continuing you accept the DataMoon terms.