Performance Marketing Automation

1 post · Jan 2021 – Mar 2021

What this trail covers

Grab's performance marketing capabilities have evolved with CARA, an in-house automation tool for managing and refreshing ad creatives at scale. This system addresses challenges of complex ad account structures and the need for hyperlocal strategies, automating the identification and replacement of underperforming ad assets to improve clickthrough and conversion rates.

All Grab trails

Mar 2021How Grab Leveraged Performance Marketing Automation to Improve Conversion Rates by 30%This post introduces CARA, an in-house automation tool for performance marketing. CARA addresses the challenge of managing a large number of ad creatives across numerous ad groups by automatically scanning for and replacing underperforming assets with new ones from a creative library. The tool's design principles include performance-driven optimization, flexibility through standardized creative naming conventions (mapping market, city, service type, language, creative theme, asset type, and campaign optimization goal), inclusivity for future service launches, and scalability. It leverages Google Ads and YouTube APIs and is deployed on AWS serverless compute. An experimental launch demonstrated an 18-30% increase in clickthrough and conversion rates.
Jan 2021Trident - Real-time Event Processing at ScaleThis post details the engineering challenges and solutions behind Trident, Grab's in-house real-time IFTTT engine for automating business workflows and campaigns. It covers architecture design for independence, robustness (exactly-once event processing), and scalability, including strategies for server-level scaling (load distribution, dynamic goroutine adjustment) and data store scaling. Key optimizations include event prefiltering and weighted rule evaluation to reduce processing time for rule evaluation, a major time consumer. The post also touches upon campaign management features like budget control, A/B testing, and delayed actions.
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