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CDP (customer data platform) is software that centralizes all your customer data and makes it available for marketing campaigns. Centralized customer data gives you a complete and single point of view of all customer information and behavior. You can activate this data by connecting the CDP to marketing platforms like email, Facebook, or SMS. Some CDPs come with native platforms for marketing activation and also have AI and machine learning folded into the mix to give you a one-stop solution for customer acquisition, conversion, and retention.