Marketing Analytics Products
Overview
Below are list of active Analytics Products for Marketing / Customer.
Analytics Products
AI/ML products are marked with an asterisk (*)
| Product | Brief Description/Product Purpose | Directly Responsible Individual (DRI) | Science Lead | ASMS |
|---|---|---|---|---|
| Personalization for Comms Effectiveness* | Create individual personas based on customer behaviors to be able to generate more personalization for customers. This will allow a more tailored approach for sending Service Recommendations via alerts/notifications, depending on their individual persona. | Ryan Dubs | Kari Brandt | 1034368 |
| Loyalty Scaled BI Solutions | The project aims to support Loyalty business by enabling deeper analytics and insights around monthly business performance, identifying new KPIs and monitoring them on a regular basis. | Anagha Joshi | Lisa Tappan | 236975 |
| Loyalty - Data Science* | Loyalty Engagement Engine Models: Predict GM Card members' near-term spend to efficiently target customers with offers that will increase card members' credit card transactions and increase GM's revenue share.Verbiage for Loyalty DS Models: Develop new data science models and improve current models around customer propensity, customer segmentation to inform Loyalty business on the next big opportunities to improve targeting, cost savings and customer engagement.Loyalty Insights: Data Science for Improved Targeting and Engagement. Utilize customer propensity and segmentation models to identify opportunities for cost savings and enhanced customer loyalty. | Anagha Joshi | Ming Zhang | 236975 |
| Loyalty - Experimentation | Leverage Data Science models and drive experimentation around Loyalty customer and offer targeting via A/B tests in campaigns to evaluate the impact of new/enhanced models and determine incrementality of Data Science models. | Anagha Joshi | Ming Zhang | 236975 |
| Loyalty - Incrementality | These are Analytical models that help the business stakeholders understand the incremental benefit coming in from GM credit cards and MyRewards loyalty program in terms of New Vehicle sales, Onstar, Service lane, Certified Pre-owned vehicle, GM financials, Accessories, Dealer Parts and protection Plan | Anagha Joshi | Ming Zhang | 236975 |
| Segmentation HUB* | Develop a product to perform segmentation using a variety of algorithms from start to finish including AI generated recommendations. Apply to several use cases. | Kari Brandt | Kari Brandt | |
| CX Analytics | Support the CX team to run their business and provide rapid insights. | Updiks Campbell | Reed Rachal | 218831 |
| E3 - Anomaly Detection | Detect anomalous instances and trends across the CX space by listening to the various channels and observing customer interactions with advisors and services | Updiks Campbell | Kari Brandt | 218831 |
| E3 - Emerging Topics & Social Listening* | Monitor across channels for the emergence of new topics or the increase in chatter around existing topics. This can trigger an alert for the relevant teams to address the topics early and in a more comprehensive wayE3: Proactive CX Improvement through Unified Customer Insights. Monitor customer signals across channels, receive alerts on emerging trends, and drive data-driven improvements to customer experience. | Updiks Campbell | Reed Rachal | 218831 |
| E3 - Enhanced Customer Feedback & Customer Listening Posts | Improve the collection of customer feedback through the enablement and deployment of new listening posts. | Updiks Campbell | Reed Rachal | 218831 |
| E3 - Enterprise Experience Engine* | Overarching program encompassing the data assets and individual (sub)products of E3. Provides actionable data for the improvement of CX by looking across customer signals and interactions.E3: Proactive CX Improvement through Unified Customer Insights. Monitor customer signals across channels, receive alerts on emerging trends, and drive data-driven improvements to customer experience. | Updiks Campbell | Carolyn Nguyen | 218831 |
| E3 - Goodwill | GM spends approximately $300M in goodwill every year and we need to ensure that the monies are spent in the most impactiful ways, maximizing ROI not just financially but also from a CX perspective. This project intends to understand all the ways Goodwill is used, find opportunities, and through experimentation find which amounts under which scenarios have the biggest impact | Updiks Campbell | Reed Rachal | 218831 |
| E3 - Predictive Net Promotor Score | Subset of E3. Create a predictive model for NPS, eventual target being a causal model scoring every single customer with their predicted NPS refreshing daily | Updiks Campbell | Reed Rachal, Peiling Wu-Smith | 218831 |
| Double White Glove (DWG) | Improve the CX of customers of new marquee products as well as VIP customers (e.g. Board Members) | Updiks Campbell | Reed Rachal | 218831 |
| Loyalty Data Enablement | Data ingestion to support foundational metrics for Loyalty base and GM Credit card program. Consumption data asset creation to turn foundational data into more insightful backend layer | Anagha Joshi | Zach Pappas | 236975 |
| Roadside - Maiden Voyage | Transition from prior roadside provider (Allstate) to new providers (AAA and Urgently). This also covers the move to a new ASMS and working with IT for them to take over maintenance | Updiks Campbell | 205887 | |
| Self-Serve Text Analytics* | Develop self-service text analytics products that enable analysts to rapidly analyze and act on VOC & market insights. The first release of this product will be a LLM text summarization application for business analysts, market researchers, and more to self-serve summarizing text data sets to extract key themes in the data, therefore saving substantial time that would be required to read, analyze, and report on the text data manually. | Reed Rachal | Reed Rachal | 218831 |
| Emerging Issues* | Develop a resusable engine and process workflow to identify issues from our products as early as possible, combine it with additional data to provide a forecast and inform CCA of developing issues with a parts forecast | Updiks Campbell | Reed Rachal, Ram Kannan, Dan Fagnant | 218831 |
| Customer Lifetime Value | A Score (or set of scores) estimating the contribution margin from a customer to GM over a period of time. | Carolyn Nguyen | Carolyn Nguyen | |
| Customer Feature Store | Developing resusable data assets for vehicle,customer attributes and customer behaviors to reduce DE time for model development and fast track insights generation process. This will feed back into CDH and is an internal EDAI asset | Matthew Titsworth | Kalpana Yanamadala | |
| Friction Shield | This project analyzes clickstream data to model customer journeys through embedding techniques. The objective is to uncover common navigation patterns, identify friction points where users drop off or encounter errors, and predict the likelihood of a journey ending in friction. By incorporating error logs, the initiative will measure the impact of system issues on user experience and highlight potential improvements if key errors are addressed. Deliverables include predictive models, visualizations, and reporting that provide actionable insights to drive data-informed enhancements across customer channels. | Kari Brandt | Kari Brandt | |
| HVB – Gold Medallion Analytical Dataset | The marketing_prod.gold_mas_t1_t3_all_brand_hvb schema contains curated gold medallion analytical datasets that consolidates Tier 1–Tier 3 marketing and HVB-related signals across all brands into a single, standardized schema. It is designed as certified, gold data assets that feeds dashboards consumed by Squad Leads and Strategists to easily access trustworthy, ready-to-use data for performance analysis, audience insights, and campaign optimization, without needing to stitch together multiple upstream sources. This dataset applies business rules, alignment to marketing taxonomies, and quality controls so that downstream reporting and decisioning are consistent across squads and use cases. | Anna Bolton | Jayasri Puppala |
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Last updated: January 23, 2026 Document version: 1.0