“As designers, we define data points we’re interested in learning about and the software is instrumented to collect that data. All of the incoming data is then aggregated together on a huge server where people like me use it to help drive decisions.”
If aggregation is done to the data on the fly and the details are not saved it allows us to track many more things in our application than we typically do as this approach is faster and consumes less space. In general to track many things in an application it is important to keep the aggregation summary stats, but throw out the details or at least the boring details. It may be worth it to save the more interesting non-standard details.