Big Data has been on the fore of many minds lately, and Declara is yet another example of how data can be used to do good. An app that came out of personal tragedy, Declara is the result of Ramona Pierson’s run in with a drunk driver. During her recovery she developed the idea to make an app that would gather data to help design custom learning programs. Pierson’s psychology background combines machine learning with algorithms that tailor information gathered about a specific person’s situation into a series of lessons that would help them in their specific situation. Taking data and putting it to use to help others is always going to be well received – for brands, it’s a lesson in how to use big data well: Declara is a perfect example that providing utility for the user is important if you want engaged consumers.