Creating an efficient marketing program How Careem scaled their marketing program through accurate data collection and campaign measurement CASE STUDY: CAREEMThe Challenge It pays to be first and the founders of Careem identified a huge business opportunity in the Middle East that paid massive dividends for the company. Given the under-developed infrastructure in the region, Careem was able to create a solution for millions of people who consider this part of the world home. At the beginning, the ride hailing appstarted offering bookings to corporationsvia a website, prior to opening it up to customers with a small taxi fleet. This was before the likes of Uber or Lyft launched in the Middle East. By filling this gap in the market, the business quickly grew. nitial funding hel

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