GameStop operates more than $5,800$ retail stores across the United States and $14$ countries. It offers a free PowerUp Rewards program that allows customers to earn points and discounts on purchases. Customers can also pay $$14\mathrm{.}99$ per year for a Pro membership that offers additional benefits. More than $55$ million people are members of GameStop's Rewards program, providing the company with lots of information about each member's purchasing history, such as the types of products purchased, amount spent per transaction, frequency of shopping, equipment trades, and returns. Which of the following terms best characterizes the information that GameStop owns related to its PowerUp Rewards program?

Social media data

Primary data

Competitive data

Secondary data