Behavioral Analytics with Smartphone Data

Joerg Blumtritt (Datarella)
Privacy, Law & Ethics
Location: 116
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Slides:   1-PDF 

Smartphones are the most common wearable devices. In every single smartphone, more than 20 sensors continuously track all kind of behavioral and environmental data, from geo-location to even remote influences like magnetic field and local gravitation.

To develop meaningful models of users’ behavior, we need to put the technical measurements into context. This is done via interactions with an app. These interactions on the phone are triggered by geo-fencing (coming near a pre-defined location, e.g. a retailer’s outlet), and other “complex events” using an Event Processing Language (EPL) and a Complex Event Processing Engine (CEPE).

Actual business cases we’ll show: customer retention at a sports retailer, learning about passenger preferences at an international airport, and supporting chronically ill to maintain mobility.

We want also show best practices how to deal with privacy and informational self-determination, and how to give users a fair deal and transparancy to the data, that we collect by their cooperation in our projects.

Photo of Joerg Blumtritt

Joerg Blumtritt


Joerg Blumtritt (*1970) is founder and CEO of Datarella™, a Big Data Development Lab based in Munich, Germany.

After having graduated in statistics and political sciences with a thesis on machine learning, he started working as a researcher in behavioural sciences, focused on nonverbal communication. Projects had been funded by EU commission, German federal government and the Max-Planck-Society. After deep diving into insurance mathematics, he subsequently ran marketing and research teams for TV-channels ProSiebenSat.1, RTL II and magazine publisher Hubert Burda Media, introducing new qualitative methods like Netnography (< interNET ethNOGRAPHY) into media research. As European Operations Officer at Tremor Media, Joerg was in charge of building this New York based video ad-network’s European enterprises. Recently he had been working as managing director of MediaCom Germany.

He is founder and chairman of the German Social Media Association (AG Social Media) and is co-author of the Slow Media Manifesto. Joerg blogs under