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...The company database, CRM, websites, apps, or transactional systems. This is then used by the company to prepare offers, promotions and customize emails. The CDP can also be used to create customized web content that the customer views when logged into the website.This is then used by the company to prepare offers, promotions and customize emails. The CDP can also be used to create customized web content that the customer views when logged into the website. CDPs unify the customer data that they extract from numerous online and offline sources, and use customer analytics and machine learning to offer more pointed insights about customers. So, what type of customer data do CDPs draw on? CDPs use first-party customer data, which is data that is gathered from actual customers that have interacted with a company’s website, app, or other data source like a newsletter. This is notable as Data Management Platforms (DMPs) - which CDPs are often compared to - use third-party customer data. An important thing to consider about CDPs is that they are designed to be used by marketers without technical backgrounds So if the only thing standing in your way of trying a CDP is your hesitation about how to use one, don’t worry - CDPs are designed to be user-friendly, and are only becoming more so with the increasing demand for simple-to-use CDPs.