Yes. That's what you call the database of record, or the DBOR.
The idea of a DBOR is to create what you would call a “single citizen view” or a “single customer view”.
The more information you have from different contacts about a person, the more you are able to accurately infer their behaviour. If you have a dataset that shows their consumer behaviour, you're able to predict certain facets of that person. If you also have online data, whether it's social media data, clickstream data, or cookie data, you're able to see another facet of that person, etc.
The idea of a DBOR is to create a holistic view of a person so you can more accurately predict different facets of their behaviour.