Aggregate Consumer Information is information that has been compiled from various sources and which is used to describe the characteristics of a group or segment of consumers. Aggregate Consumer Information can be used to analyze the behavior of consumers in the marketplace.
Aggregate Consumer Information is different from individual consumer information because it describes groups rather than individuals. Aggregate Consumer Information allows advertisers to gauge how their marketing efforts are performing in general without knowing anything about individual consumers.
One example of how aggregate consumer information can be used is by looking at grocery store sales data. By studying how much consumers are buying at grocery stores over time, retailers can get a sense for how much their customers are spending on food overall. They can then use this information to make decisions about what products to stock and where in their stores they should place them in order to maximize sales and profits.
Another example is an advertising campaign that targets everyone who owns a certain type of car (for example, Toyota Camry owners). By knowing the size and demographics of this group, advertisers can determine how much money they should spend on advertising, or what kinds of ads would be most effective at reaching this group.