Sandra Matz is an assistant professor of business is the Management Division at Columbia Business School. She takes a Big Data approach to studying human behavior in a variety of business-related domains. She combines methodologies from psychology and computer science – including machine learning, experimental designs, online surveys, and field studies – to explore the relationships between people’s psychological characteristics (e.g. their personality) and the digital footprints they leave with every step they take in the digital environment (e.g. their Facebook Likes or their credit card transactions). More specifically, her research focuses on the following three questions: (1) What can people’s digital footprints tell us about their socio-psychological characteristics? (2) What can people’s digital footprints tell us about the real-life consequences of their unique psychological characteristics? (3) How can insights extracted from people’s digital footprints help individuals and businesses make better decisions?