Data aggregation is when data – or raw information – is collected and summarized for the sake of analysis. The main purpose of data aggregation in website design is to collect information about audiences based on demographics such as age, profession, and income. The summary of data is much easier to analyze than raw numbers.

Web developers can then use analyses of this information to personalize website content and choose ads that will most likely appeal to audience members. Data aggregation can help with keyword research and search engine optimization. Data aggregation that collects information from single-user PIN numbers on other websites is called “screen scraping.”