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Customer

Overview​

The Customer Marketing Data Engineering (CMDE) organization at GM serves as the backbone for marketing and customer engagement by creating a centralized, scalable data hub that connects customer information across multiple systems. Its primary mission is to unify fragmented customer identities, unique profiles that enable personalized experiences and deeper insights. CMDE integrates over 40 data sources, processes 8 million sales leads annually, and analyzes more than 40 million customer interactions to power campaigns, contact centers, and dealer outreach.

Key Benefits​

Tying all of a customer's transactions/touch points with GM allows for the building of a customer 360 to support personalization in marketing efforts with our customers as well as analytics regarding customers. This supports marketing campaigns, segmentation, various analytic approaches regarding purchasing behavior, and more. Also, this drives customer retention, boosting Net Promoter Scores, and supporting $2B in advisor-led sales. By cleansing, stitching, and publishing enterprise-grade customer data, CMDE helps marketing strategies, accelerates revenue growth, and ensures GM delivers relevant, timely, and impactful communications throughout the customer journey.

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.

How to Get Access to Customer Data

  • There are multiple glenda profiles per data product, the information on each will be on the confluence pages provided in the previous links.
  • Access Levels:
    • Developer
    • Devops
    • Select encrypted
    • Select decrypted by PI classification

Explore the Data Catalog​

Browse available Customer data:

  • Use cases are provided in each of the appropriate confluence documentaton given above.

Who's Using this Data?​

Teams using Customer Data​

  • Marketing Analytics
  • Marketing campaign teams
  • Sales team
  • Call center operations

Reports and Dashboards​

  • Dashboards are built by downstream teams that leverage this data.

Training & Learning Resources​

Need Help? Connect with us​

Support Channels​

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

Last updated: July 25, 2025 Document version: 1.0