RealityMine® has appointed Dr Emma Tattershall as Data Scientist, marking a significant step in the company's ongoing investment in advanced analytics and data quality infrastructure. The appointment reflects growing industry demand for sophisticated machine learning approaches to behavioral data analysis as consumer digital behaviors become increasingly complex.
Dr Tattershall joins RealityMine's Data Operations team from Naimuri, where she spent over three years as Senior Data Scientist working across machine learning and computer vision projects. She brings a PhD in Computer Science from the University of Manchester, where her research focused on natural language processing, trend detection algorithms, and predictive modeling using large-scale datasets.
Her appointment comes as RealityMine expands its internal analytics platform and data quality monitoring systems - infrastructure investments designed to handle the scale and complexity of modern behavioral data. The company collects usage data across hundreds of thousands of devices globally, generating insights into app usage patterns, cross-platform behavior, and consumer trends for clients in media, technology, and market research.
Traditional approaches to data quality monitoring rely heavily on manual checks and predetermined thresholds. As behavioral datasets grow in volume and complexity, this approach struggles to detect subtle patterns or emerging anomalies that could signal data quality issues or, conversely, genuine shifts in consumer behavior.
Machine learning models can distinguish between data collection problems and real behavioral changes - a critical capability when a sudden spike in app usage might indicate either a technical issue or an actual market trend. Similarly, predictive models can identify patterns across device types, operating systems, and geographic regions that would be difficult to spot through conventional analysis.
"Emma's arrival represents a major milestone for our analytics capability," said Dr Sam Wrench, Data Operations Lead at RealityMine. "She brings exceptional experience that will allow us to interrogate our data at a new level of depth. From anomaly detection to predictive modeling, her work will help us better understand not only the performance of our products, but the rapidly evolving behaviors happening within the digital world."
The appointment forms part of RealityMine’s broader investment in its data operations function, alongside continued growth across the team and supporting infrastructure. Recent developments include enhanced data quality monitoring systems that enable earlier detection of anomalies across global data streams, curated metrics and analytical datasets that provide teams with clearer insight, and improved cross-functional visibility throughout the product lifecycle.
Dr Tattershall's role will focus on developing and implementing machine learning models that deepen understanding of data quality, app usage patterns, device behavior, and product performance. Her background in NLP and deep learning - including work with PyTorch, computer vision, and large language models - positions her to tackle the technical challenges inherent in analyzing passive behavioral data at scale.
For businesses relying on behavioral intelligence to inform product strategy, understand competitive positioning, or track market trends, the integrity and sophistication of underlying data science operations increasingly determines the value of insights generated. RealityMine's investment in this capability reflects recognition that competitive advantage in behavioral analytics depends not just on data collection, but on the analytical rigor applied to that data.
RealityMine fills crucial data blind spots for global platform and app owners – penetrating walled garden ecosystems to reveal the full spectrum of consumers’ digital behavior. Through privacy-first in-app tracking technology, we capture what real people do on their smartphones and other devices across the app and web universe, from e-commerce to media consumption to AI-powered search. RealityMine data is the foundation for smarter benchmarking against competitive apps, product and platform strategy, and proprietary AI models.
