Versium Analytics creates customer profiles by gathering data from all parts of a customer’s life.

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The term “big data” has become a buzzword for nearly every tech company as businesses learn to manage the massive amounts of data they have accumulated. Redmond startup Versium Analytics thinks it has found a new way to use big data to help companies learn about their customers.

Versium, which is led by former InfoSpace executives Chris Matty and Kevin Marcus, sells a product called LifeData, which gathers information about customers outside of their interaction with a business. That includes information about household income, demographics and social-media presence, which the company gets through public records and “commercially available” methods.

Versium hopes this will give businesses a deeper look at their customers. The goal is “to provide richer profiles of customers, and enable more intelligent statistical and predictive models,” Versium’s website states.

Versium raised $1.3 million from investors last week, according to a filing with the Securities and Exchange Commission. The company is not disclosing the individual investors, said CEO Chris Matty.

The 20-person company previously raised $2.5 million in 2013 from investors, including TiE Angels Group Seattle.

Matty said Versium will use the latest funding to continue building its product, as well as grow its sales, marketing and customer service teams.