From Publishers Weekly
Starred Review. In this captivating exploration of digital nosiness, business reporter Baker spotlights a new breed of entrepreneurial mathematicians (the numerati) engaged in harnessing the avalanche of private data individuals provide when they use a credit card, donate to a cause, surf the Internet—or even make a phone call. According to the author, these crumbs of personal information—buying habits or preferences—are being culled by the numerati to radically transform, and customize, everyday experiences; supermarket smart carts will soon greet shoppers by name, guide them to their favorite foods, tempting them with discounts only on items they like; candidates will be able to tailor their messages to specific voters; sensors in homes or even implanted in bodies themselves will report early warnings of medical problems (have you noticed Grandpa has been walking slower?), predict an increased risk of disease in the future or adjust a drug for a single individual. An intriguing but disquieting look at a not too distant future when our thoughts will remain private, but computers will disclose our tastes, opinions, habits and quirks to curious parties, not all of whom have our best interests at heart. (Sept. 15)
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*Starred Review* Every click we make, every cell phone call, every credit-card purchase enlarges our “digital dossiers,” business journalist Baker explains in this bracing behind-the-screen investigation into the booming world of data mining and analysis. Our digital echoes collect in a vast ocean of data that marketers and government agencies alike are eager to trawl, if only it were charted. Enter the top-notch mathematicians Baker dubs the Numerati. Baker gamely visits eerily high-tech companies and speaks with algorithm wizards intent on quantifying everything we do in all arenas of life in order to mathematically model humanity and manipulate our behavior. Baker’s report on microtargeted marketing, the use of workplace data to “optimize” employees, the scrutiny of online social networks, and the robotic reading of millions of blogs supports his warning that we’re “in danger of becoming data serfs—slaves to the information we produce.” This is a fascinating outing of the hidden yet exploding world of digital surveillance and stealthy intrusions into our decision-making processes as we buy food, make a date, or vote for president. Yet, as Baker assures us, we are not helpless. For one thing, machines still can’t process sarcasm. Read and resist. --Donna Seaman