Sandra Matz is working on her PhD at the University of Cambridge Psychometrics Centre in the field “Psychographic Marketing”. In cooperation with companies in Germany, Great Britain and the USA, she does research on how to use digital footprints (for example Facebook likes or Twitter tweets) to create psychological user profiles and consequently make digital marketing more customer-oriented and effective. Her findings are regularly addressed and discussed by renowned international media outlets like Die Welt, The Independent, The Washington Post, the BBC or the World Economic Forum. Sandra Matz received the Data IQ New Talent Award 2014 for her research on the topic “Psychographic Marketing” and was recognized as one of the 100 most influential people in “data-driven marketing” in both 2015 and 2016. Last year Sandra Matz joined the ranks of Pacific Standard Magazine’s ‘The 30 Top Thinkers Under 30‘, which recognizes the work of visionary young men and women in the social, political and economic sciences.