We all keep hearing about how the future of marketing lies with Big Data — that it will enable us to understand our customers like never before. But gleaning data on customers can be difficult in the beginning, especially if the majority of traffic to your site is anonymous.

Cory Munchbach, VP of Marketing at BlueConic, Inc., said her company has specialized in solving the data problem for businesses vexed by customer anonymity.  She told Sam Kahane (@sam_kahane), cohost of theCUBE, from the SiliconANGLE Media team, that BlueCon takes data that exists about customers — from the web, mobile apps, email, CRM, wherever it is — and it  puts “it together in a profile that is data and technology agnostic, so you can actually shuttle all that data wherever it needs to go.”

This allows businesses to know something about customers even if they are anonymous. “We’ve solved that kind of problem,” she said.

The data dating game

Munchbach likened the process to dating. “In theory, every time you meet that person, every time you go on a date, you know more about them; you don’t ignore what you learned the last time,” and it’s this accumulating of information that helps you build relationships with customers, she explained.

The San Francisco of the East?

Talking at BlueConic headquarters in the heart of Boston’s start-up scene, Munchbach and Kahane exchanged views on how Boston is measuring up compared to the technology hotbeds on the West Coast.

Boston native Munchbach said the city is at a sweet spot right now where growth is steady, but it has not hit the saturation point. She said she is excited to be part of the new wave of Boston tech and at “being able to sort of elevate Boston’s profile for being a place that VCs should be looking at.”

She mentioned that The Boston Globe’s adoption of BlueConic into its business was a high-point for the company.

Watch the full video interview below.

Photo by SiliconANGLE