How did OpenTable get so much better at predicting what users want? “We started to invest a couple years ago into understanding the context of an individual,” OpenTable CTO Joseph Essas explained today at VentureBeat’s Transform conference in Mill Valley, California. And the company did that without collecting significant personal information from users. Insights came from basic data like the time at which the person was on the app booking a table and the time of the desired reservation, Essas said. “We started to try to understand the context of location, the context of time of day, the context of time of week,” he said. Get the full story at VentureBeat