Grab’s Customer Data Platform (CDP) introduces Scenarios, enabling real-time personalization at scale. By leveraging event triggers, geo-fencing, historical data, and predictive models, Grab delivers dynamic user experiences like mall offers, traveler recommendations, and ad retargeting. Proven results include more than a 3% uplift in conversions, driving growth across Southeast Asia.

Grab is a leading technology company in Southeast Asia, offering a wide range of services, including ride-hailing, food delivery, and digital payments. Through its platform, Grab provides convenience, accessibility, and reliability to millions of users across the region. From their blog developers can learn from Grab's innovative approach to technology and business, gaining insights into building scalable, customer-centric platforms that address real-world challenges and improve people's lives.

Grab Tech Blog

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.

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

CDP Scenarios: Real-time personalization made simple

Technical architecture: Low latency, high reliability

Advancing the future of real-time personalization

Conclusion: Revolutionizing real-time personalization