For a transformation $A \in \mathbb{R}^{n\times m}$ what exactly is the geometric interpretation of the transformation $A^TA$. If I understand it correctly the entries of $A^TA$ are the inner products or the columns of $A$ but how exactly should I interpret this geometrically as a linear transformation? And why is $A^TA$ often loosely called squaring the matrix, how does having the pairwise inner products (which normally are interpreted as projecting one vector on the other) yield us something close to a matrix squared?
One thing I've noticed is that using the SVD for a real matrix $A$ we get $A = UDV^T \leftrightarrow A^TA=VD^TU^TUDV^T=VD^TDV^T$ where $U$ and $V$ are orthogonal, but how does changing basis to $V$ and scaling by the eigenvalues squared relate to the concept above?