Skip to main content

Connected Services Business Catalog

Overview​

Product Engagement (PE) data represents customer usage of the services offered to OnStar subscribers, GM vehicle owners, and future potential customers. This data provides a unified, gold-standard view for reporting, analytics, and data science against Mobile App, In-Vehicle Screens, Data Usage, Safety & Security features and other platforms and products that can be interacted with. It combines raw and aggregated usage signals (ex: session counts, data consumption), curated behavioral metrics (ex: recency, consistency), and modeled outputs (ex: forecasts, engagement scores, segments). PE data is enriched with known identifiers determined by Customer data products and vehicle/subscription capability and connectivity status to enable full-lifecycle analysis at a user-level and apply metrics against Product and Marketing use cases. Additionally, data either contains or can be joined to critical customer, vehicle, or session attributes to support deeper, more actionable insights.

Available Data Products​

  • Customer Adoption and Product Engagement (CAPE)
  • Product Engagement Stack (PE)
  • Product & Customer Engagement Scores
  • Segment 360 Behavioral Clusters & Lookalike Segments
  • etc.

Key Benefits​

  • Key source for user behavior data across digital products/features

  • Comprehensive data for business intelligence

  • Curated, meaningful behavioral metrics and scores

  • Provides aligned definitions of 'user' and 'usage' across domains

Getting Access​

All requests to access GM data must be reviewed and approved by GM’s privacy team via the Privacy Impact Assessment (PIA) tool. GM’s PIA tool helps to identify, assess, and mitigate privacy risks associated with a particular product or service—especially when it collects, uses, stores, or shares personal data. If a PIA has not been approved for your use case, you can submit one using the link: epia.gm.com.

Access for Databricks schemas/tables containing Product Engagement data can be requested through Glenda. Note we support both Anonymized and PII-inclusive tables: 

  • Gold-Level Table Glenda Role: 1665104-GBL-EDAI-PE-BIZ_Readers

  • Gold & Silver-Level Table Glenda Role: 1665104- GBL-EDAI-PE-Data_Readers

    • Gold Level Tables contain aggregated metrics for reporting

    • Silver Level Tables contain raw metrics for user-level analysis and modeling

Request Process:

     1. Submit access through Glenda portal

     2. Specify required access level (ex: Business Reader, Data Reader,

     3. Wait for approval (typically 1-2 business days)

     4. Receive confirmation and connection details

Note: PE App/Dashboard/Tool access is a separate process. Please reach out to Carolyn Carullo (Carolyn.carullo@gm.com)

Tool Tip: To get access to confluence pages please submit a Service now request

Explore the Data Catalog​

Browse available catalogs by Data Product:

Use Cases:​

  • Daily/Monthly Product Usage: Understanding user, session, usage volumes across Digital products.

  • Monthly/Lifetime Usage Dimensions: Understanding customer product adoption timing, frequency and consistency of use, or time since prior use.

  • Monthly/Lifetime Customer Funnel Stages: Understanding customer evolution from Capable to an Active User and assessing the Connection state of new, lapsed, or sustained users.

  • Customer Scoring and Grouping Like-Users: Audience segmentation and future growth opportunities.

  • Relating Product Usage to Continued Engagement, Subscription Retention, and Revenue: Associate Product Engagement metrics, scores with OnStar LTV and Subscription metrics.

Sample Queries:​

See PE Confluence

Who's Using this Data?​

  • S&S Digital Product & Engineering Teams – Product Analytics and Roadmap Prioritization

  • OnStar Services & Digital Commerce – Product Performance, Product Development, Feature Usage and relationship to Revenue

  • Customer Engagement – Product and Feature usage, Customer behavior against key attributes

  • Applied Analytics and Insights – Engagement modeling and predictability

  • Marketing Applied Sciences – Customer segmentation and campaign relatability

Reports and Dashboards​

Training & Learning Resources​

Need Help? Connect with us​

Support Channels​

  • Primary Channel for Data: #help-data
  • Primary Channel for Product Engagement Users and Stakeholders: #product-engagement-forum
  • Primary Contacts for Domain/Data/Access related questions:

     • Owner: carolyn.carullo@gm.com

     • Technical Owners: Jordan.cheeks@gm.com kari.brandt@gm.com

Have an update? Send us your feedback via Slack at: #feedback-data-gm-com​

Last updated: December 4, 2025 Document version: 1.0