Gubagoo, a digital retailing and conversational commerce for automotive dealerships provider, launched Curator—the automotive industry’s first Unified Intelligence Engine—at NADA.
Curator, a breakthrough technology collaboration with Fullpath, collects first-party data from multiple sources including Fullpath and touchpoints across Reynolds and Reynolds Retail Management System. It unifies all three types of data—transactional, demographic, and behavioral—to build a single, complete view of each customer and make the data actionable. Dealerships can use this data for customer and user activation, that consumers the 1:1 personalization they are craving in today’s environment, according to officials from both companies.
“This groundbreaking technology eliminates silos that previously prevented dealerships from getting the most out of their data and allows them to connect with customers on a deeper, personal level,” said Brad Title, president of Gubagoo. More than 8,500 dealerships worldwide partner with Gubagoo, including 90 percent of the top dealer groups in North America. The company is a subsidiary of Reynolds and Reynolds.
How Curator Works
Curator combines accurate first-party behavioral data—fueled by Fullpath’s powerful AI-powered analytics engine, identity resolution, LLM based interactions and website traffic attribution—with first-party transactional and demographic information from the dealer’s Reynolds DMS and CRM, and customer activity from Gubagoo’s chat and digital retailing activities.
“Curator represents a new way for our salespeople to function and sell cars, yet it feels so natural,” said Alex Gauthier, Director of Marketing at Heuberger Subaru, an early adopter of Curator. “Leveraging our data more efficiently with Curator positions us to get the first shot at a customer’s business before they’ve shopped around.”
All the data is brought together to form a Unified Intelligence Engine that creates a holistic view of the dealership’s customers, unlike any other. Concentrating all this criticality in a single easy to read “pane of glass” is a groundbreaking approach empowering salespeople and marketers alike.
By connecting the DMS, CRM, F&I, Chat, Digital Retailing tools, and more, Curator provides:
- Business insights
- Decisioning tools
- Multi-touch attribution metrics
- Data segmentation across sales and service
- Campaign management and audience best practices for marketing purposes
- Sales enablement
Empowering Dealers
Additionally, Curator measures effectiveness by department, ad campaigns, as well as customer retention and reactivation; all while managing data hygiene, enrichment, appends, and ID resolutions.
Aharon Horwitz, Fullpath CEO and co-founder, said Curator gives dealers the power to understand and activate their data through a truly connected data infrastructure.
“No longer will dealers struggle with segmented data in disparate tools,” said Horwitz. “The technology collaboration with Reynolds and Reynolds and Gubagoo has been extraordinary. Dealer employees for the first time have a pilot-like ‘heads up display,’ where they can leverage all their information in a single place and dramatically increase the impact of data on sales and marketing.”
“I believe we’re looking at the future of how cars are going to be sold,” added Gauthier.
For more information about Curator, or a demonstration of this cutting-edge technology, visit the Gubagoo booth (#1927) at NADA 2025.
