As companies increasingly try to understand what their users are doing, finding the right tools to do so makes all the difference. One company, Interana, Inc., brings a behavioral analytics solution for event data that enables businesses to obtain insights from the actions people, products or machines make over time.

Christina Noren, chief product officer at Interana, Inc., summed up the company as “focused on the end users” who “just want [the product] to work.” Interana has made a name for itself by doing things other companies have just begun to posit. Noren credits Interana’s success to a “slow-building realization” about data value.

The tech veteran talked with John Furrier (@furrier) and George Gilbert (@ggilbert41), cohosts of theCUBE, from the SiliconANGLE Media team, during the BigDataSV 2016 event in San Jose, California, where theCUBE is celebrating #BigDataWeek, including news and events from the #StrataHadoop conference. The three discussed the changes in Big Data since Noren started her career in the late ’90s. In particular, Noren and Furrier weighed in on behavioral data and the bygone contextual data, now called search data.

The user journey

When the conversation turned to the present, Noren remarked that her major concern is “the user’s journey through my product.” She continued, stating the user’s journey will be different than an IT professional’s.

Noren commented that Interana is landing customers like Tinder, Inc. based on its ability to focus on the end-user while having a team that is “building and optimizing” the back end of commercial products. Where Interana takes the cliched cake is in “patterns and scales” and creating new events “on the fly.”

“Counting is not enough,” Noren concluded.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of BigDataSV 2016. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by SiliconANGLE