Jonathan Mall finished his PhD in Psychology at the RUG in 2013. His first venture was Gumbolt, a Big-Data Software as a Service for the hospitality sector, developed in collaboration with IBM. After setting up the analysis engine, he moved back to Hamburg to found www.Recommend.to, which is a recommendation tool for online businesses. Jonathan is a strong believer in creating value for others through networking and real connections. Using his scientific background, he is fascinated by digital analytics, data-based marketing and improving business processes through meticulous experimentation.