David Ellis is an Associate Professor in Information Systems at the University of Bath and holds an Honorary Research Fellowship at The University of Lincoln. He previously obtained an undergraduate degree in psychology from the University of Glasgow followed by an MSc and PhD. Since then, he has contributed to or led a variety of research projects funded by RCUK, government agencies and private bodies. Much of his work considers the data that digital technologies collect and how the resulting information can provide insights about individuals and their behaviour, delivering positive social, economic and industrial impacts. Working across multiple disciplines, David's research has been published in psychology, medicine, public health, computer science and communication journals with results often re-appearing on radio and television.