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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 (