How Grab is accelerating growth with real-time personalization using Customer Data Platform scenarios

Grab's Customer Data Platform introduced Scenarios, a self-serve feature enabling real-time personalization at scale. The system combines event triggers, geo-fencing, historical user data, and predictive models to deliver dynamic experiences like mall offers and traveler recommendations. Built on Apache Flink with integration to Kafka and DynamoDB, Scenarios achieved over 3% conversion uplift in production use cases. The platform eliminates engineering bottlenecks by providing marketers with a GUI to configure complex event sequences, validate with synthetic data, and deploy within an hour. Over 12 production implementations demonstrate measurable business impact across Southeast Asia.