Hello, maker of the Sense sleep device, has hired sleep scientist Matt Walker as its chief scientist to help the company improve sleep, reports Forbes.

When a company collects a ton of data it has one of two options: use the demographics for targeted marketing or analyze the crap out of it. Hello, which makes the Sense sleep device, has decided it’s time to really dive into the sleep data its been collecting. To get a better understanding of sleep specific data, Hello has sought out an expert in the field. Matt Walker, Professor of Neuroscience and Psychology at the University of California, Berkeley, and Director of the Sleep and Neuroimaging Laboratory, has joined Hello as its Chief Scientist. His goal? To improve your sleeping habits through data.

“Matthew’s years of experience as a leading sleep scientist will be instrumental in taking what we do here to the next level,” said Hello CEO James Proud in a press release. “Working alongside his years of deep knowledge and expertise, will help us to further improve people’s sleep through our unique technological approach.”

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