Data aggregation is the process of collecting and consolidating CRM data from multiple sources into a unified system for analysis and reporting. Businesses interact with customers across various channels, including websites, social media, email, and phone calls, generating fragmented data. Aggregation compiles this information to provide a 360-degree customer view, allowing teams to make informed decisions. AI-powered CRM tools automate data aggregation by detecting patterns, organizing customer interactions, and segmenting audiences. For example, an e-commerce business may aggregate customer purchase history, browsing behavior, and email engagement to personalize marketing efforts. Proper data aggregation enhances analytics, improves customer segmentation, and optimizes sales strategies.