Consumer data is generated from your day-to-day actions and your behavior as a consumer. This data typically comes from your devices (mainly mobile devices) which have great tracking abilities. Apps and websites that are open on your phone track your usage, including browsing habits, frequently visited locations, where you eat, shop and entertain, and a whole lot more. Between location service and browsing habits, a consumer profile is formed. As you continue to have an active presence online, this data is always increasing. What’s that mean? It’s unlimited.