Grab如何通过使用客户数据平台场景加速实时个性化增长

Delivering personalized user experiences in real-time is central to Grab’s strategy, but achieving this at scale poses significant engineering challenges. Grab’s Customer Data Platform (CDP) and Growth team has successfully delivered several real-time campaigns, driving significant business impact through enhanced personalization. These initiatives include high-impact use cases like immediate mall offers, timely traveler recommendations, precise ad retargeting, and proactive interventions during key user journey moments. At the core of these successes is Grab’s CDP, which rapidly deploys advanced real-time personalization via a powerful new capability called “Scenarios.”

实时提供个性化用户体验是Grab战略的核心，但在规模上实现这一目标面临重大工程挑战。Grab的客户数据平台（CDP）和增长团队成功推出了多个实时活动，通过增强个性化驱动了显著的商业影响。这些举措包括高影响力的用例，如即时商场优惠、及时的旅行者推荐、精准的广告重定向，以及在关键用户旅程时刻的主动干预。这些成功的核心是Grab的CDP，它通过一种名为“场景”的强大新能力快速部署先进的实时个性化。

About Grab’s CDP

关于Grab的CDP

Grab’s CDP is a centralized, reliable repository for user attributes, designed for freshness, governance, and reusability. Built on Grab’s Signal Marketplace framework, the CDP streamlines data management through automation and integration, supporting seamless interactions with internal services and toolings that power marketing, experimentation, ads, Machine Learning (ML) features, and external platforms, including Facebook, Google Ads, and TikTok.

Grab 的 CDP 是一个集中、可靠的用户属性存储库，旨在保持新鲜度、治理和可重用性。基于 Grab 的信号市场 框架，CDP 通过自动化和集成简化数据管理，支持与内部服务和工具的无缝交互，这些服务和工具为营销、实验、广告、机器学习 (ML) 功能以及包括 Facebook、Google Ads 和 TikTok 在内的外部平台提供支持。

The platform currently manages over 1,000 batch user attributes for Passengers, Drivers, and Merchants, powering diverse use cases from targeted marketing campaigns to operational decision-making across Grab’s entire ecosystem.

该平台目前管理超过 1,000 个乘客、司机和商户的批量用户属性，支持从目标营销活动到 Grab 整个生态系统的运营决策等多种用例。

The need for real-time personalization

实时个性化的需求

In our current CDP setup, user segments are primarily created for targeting using batch attributes that update once daily. While these batch updates provide valuable historica...