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

[Grab](https://yomu.fyi/company/grab) · Saubhagya Awaneesh · Dec 18, 2025

## Summary

Grab previously relied on daily batch attribute updates in its Customer Data Platform, which created engineering bottlenecks and hindered time-sensitive engagement opportunities. To address this limitation, the team introduced Scenarios, a self-serve real-time personalization capability embedded within the platform. The architecture processes real-time event triggers from Grab's Scribe platform using Apache Flink, enriches incoming events with historical context from StarRocks, and evaluates pre-trained machine learning classifiers. Computed outputs sync to Kafka streams or Amphawa, an internal feature store powered by AWS DynamoDB, maintaining end-to-end latencies under fifteen seconds. Across more than a dozen production deployments, including real-time interventions for subscription abandonment within fifteen minutes, the platform achieved over a 3% conversion uplift compared to batch campaigns.

## Takeaways

- Grab's CDP Scenarios architecture processes event triggers and StarRocks historical data using Apache Flink to deliver personalization signals in under 15 seconds.
- A self-serve graphical interface enables marketers to configure event triggers, geo-fences, and Catwalk predictive models while validating behavior with synthetic data before deployment.
- Real-time interventions deployed via Scenarios for Grab Unlimited subscription abandonments generated more than a 3% conversion uplift compared to non-real-time acquisition campaigns.

**Tags:** [Architecture](https://yomu.fyi/topic/architecture), [Data Pipelines](https://yomu.fyi/topic/data-pipelines), [Kafka](https://yomu.fyi/topic/kafka), [Machine Learning](https://yomu.fyi/topic/machine-learning), [Streaming](https://yomu.fyi/topic/streaming)

[Read original post](https://engineering.grab.com/cdp-scenarios)