Connected Services Analytics Products
Overview
Below are list of active Analytics Products for Connected Services / OnStar / Telemetry.
Analytics Products
AI/ML products are marked with an asterisk (*)
| Product | Brief Description/Product Purpose | Directly Responsible Individual (DRI) | Science Lead | ASMS |
|---|---|---|---|---|
| Ecommerce Dashboards* | Provide the Digital Commerce area with key data around their KPIs for OnStar, Accessories, and Parts.Easily understand current health of different Digital Commerce areasIdentify problems and what KPIs are being affected so business can resolve | Ryan Dubs | Kari Brandt | 1864603 |
| Product Engagement | The goal of this project is to move away from counting engagement in aggregate to better understanding engagement at a customer level. We want to determine what features matter most to customers, develop personas, and be able to target customer groups in more tailored ways. | Carolyn Carullo | Kari Brandt | 218831 |
| Engagement Forecasting | Estimate Mobile App usage for each day moving forward. Determine some of the drivers of mobile app usage. | Kari Brandt | 218831 | |
| CAPE | Customer Adoption and Product Engagement Platform (CAPE) is a centralized, holistic data and suite of dashboards to better understand product usage opportunities and journerys across: Super Cruise, Mobile app, IHU apps, WiFi, OnStar, & Guardian. | Jared Huber | Kari Brandt | |
| OnStar Sales: WiFi | Backend and frontend data products owned by EDAI designed to support WiFi subscription sales. These data products are critical in providing the foundation for the ~$100M annual revenue generated through WiFi sales | Deepthi Ramesh | ||
| OnStar Sales: SXM | Backend and frontend data products owned by EDAI, to provide visibility into SiriusXM line of business within OnStar. These dashboards are generally counts, along with KPI metrics like retention and churn. | Deepthi Ramesh | ||
| OnStar Sales: MX Reporting | Backend data products owned by EDAI to support Mexico Sales and Marketing team. Frontend owned by Paulina Novaro Pina, who sits in the business | Deepthi Ramesh | ||
| OnStar Sales: Mobile Onboarding | Backend and frontend data products to provide visibility into performance of the Mobile Onboarding flow that new vehicle purchasers enter as they open the mobile app for the first time. While the backend provides data across the entire flow, the front end is specifically designed to assess sales performance from 1 of the ~15 steps the customer takes in the process | Deepthi Ramesh | ||
| Drivers of OnStar Revenue | Evaluate the impact of engagement metrics on retention/churn of OnStar. Create a model to predict likelihood of retention for upcoming DRPO members. | Kalpana Yanamadala | Kalpana Yanamadala | |
| Churn Propensity and Retention Modeling | Develop a predictive model to assess churn risk at the individual account level for fleet customers. This model will identify high-risk accounts, enabling proactive measures to prevent churn and retain valuable customers and revenue. | Eric Grezlik | Matthew Titsworth | 218831 |
| FAN Penetration Propensity Modeling | Develop a predictive model to assess the propensity of fleet customers (FANs) to achieve above-average Penetration Rates. This model will identify key factors and behaviors that distinguish high-performing fleet customers from those with below-average Penetration Rates, enabling targeted strategies to increase Penetration Rates across specific customer segments. | Eric Grezlik | Matthew Titsworth | 218831 |
| Fleet Account Management Tool | The Fleet Account Management Tool Enhancement project will use FUSE data to develop a PowerBI tool, providing portfolio views and customer insights. This will improve data access, support sales alignment with strategy, and help achieve growth targets. | Eric Grezlik | Matthew Titsworth | 218831 |
| Fleet Unified Self-Serve Enablement (FUSE) | Core foundational data assets to enable self serve and further analytics in the OBS space. This acts as the gold source for all OBS related data analytics | Eric Grezlik | 219830 | |
| OBS Experimentation Framework | OnStar Business Solutions (OBS) is launching a structured experimentation program to drive adoption, retention, and revenue growth across Fleet customers. This Epic will house all experimentation efforts, starting with two high-impact initiatives: improving engagement among paid low-engagers and increasing conversion among trial users. | Eric Grezlik | 218831 | |
| OnStar Business Solutions Analytics | Support the OnStar Business Solutions team to run their business and provide rapid insights. | Eric Grezlik | Matthew Titsworth | 218831 |
| OnStar DualCam | This feature aims to build a robust data asset that automates Connected Camera reporting and analysis, providing accurate insights for stakeholders to make informed decisions, support product enhancements, and enable deeper analysis. | Eric Grezlik | 218831 | |
| Subscribed Customers and OnStar Revenue (SCOR) | Self serve backend and front end designed to democratize OnStar KPIs | Eric Grezlik | ||
| Source of Sales 2.0 | Self serve backend and front end designed to aggregate, visualize and democratize transaction-level OnStar datas for business and data science teams | Eric Grezlik | ||
| OnStar Experimentation | Segment Onstar customers based on their product usage, vehicle,customer atrributes | Deepthi Ramesh | Kalpana Yanamadala | |
| Connected Service Experience (CSE) aka Customer for life (CFL) | ||||
| OnStar Data Science | Developing propensity models for OnStar customer conversion. Multiple models developed based on the population. | Deepthi Ramesh | Kalpana Yanamadala | |
| OnStar Car Parc | Self serve backend and front end designed to give full visibility into ~30M onstar-equipped universe | Deepthi Ramesh | ||
| CARB and HVIP Analysis and Reporting | GM agreed to provide GPS-based spatial vehicle telematics data to CARB on a quarterly basis for three years after the incentive is awarded to each customer. CARB uses telematics data to understand the extent to which HVIP-funded vehicles are operating in priority populations in the state (disadvantaged and low-income communities). HVIP utilizes California Climate Investments funds that require at least 35% of all funding benefits priority populations. This product supports this effort. | Kari Brandt | Kari Brandt |
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Last updated: January 23, 2026 Document version: 1.0