This is a well-written book best suited to two groups of people: those interested in data but not much familiarity with analysis beyond the concept of averages and those interested in the ideas and issues that Rudder lightly touches on (gender, race, sexual orientation). Beyond that, though, this book doesn't have a lot to offer besides brief distractions. He intends it to be "a popularization of data and data science," which apparently means publishing a lot of "hey, this might be interesting" graphs to generate an audience. It's a shame, because there is a lot of quality content here that with more effort and ambition could have been shaped into an inspiring example of what data can do to stimulate thought and action; instead we get mostly just entertainment (well done, but entertainment nonetheless). Not exactly what the world needs from people with Rudder's skills.

Occasionally, the strength of a book lies in its referencing, index, and accompanying notes. This book has that strength... The book is a popularization of how Big Data is used and can be used. While the text is written in a casual and 'breezy style ' -- the major weakness is not accounting for Big Data misuses. As can be presently evidenced in how a small and powerful minority can steer and rule a mob of individuals.

The strengths of this book lie in its referencing and notation. This accounts for more than a third of the book. It is written in a narrative, breezy style that makes it readable, as well.
Although I believe Nate Silver's book on the subject is far better, this book does serve a purpose. I believe this book can be best used as a tool for over-ruling the bad practices of despots and dictators.

This book may serve as a reminder to how people misuse knowledge and power to their own favor.

Big data has a bad name. It is used to spy on us and to convince us to buy things we do not need (and, we discover after parting with our money, that we often do not want). Nevertheless, big data - and the insight it gives into who we are - fascinates us.

Christian Rudder is in a unique position to tell us a lot about ourselves. As a co-founder of OkCupid, he has access to the hearts and minds (and politics and food and drink) of millions of us. In Dataclysm, he slices, dices, and adds a bit of direction (and wit) to data that, he believes, reveals the inner soul of who we are.

Here is a smattering of what you'll uncover in Dataclysm.

Women (who men believe are `over-the-hill' after age 21) think that only one in six men is `above average' in attractiveness. Until age 30, women prefer slightly older guys. After 30, they prefer them slightly younger. At 40, well let's say that men lose their appeal after they turn 40. Conclusion? Women want men to age with them (at least until age 40). Men always want youth.

People who are considered attractive by everyone are less appealing that those who are seen as unattractive by some. That is, having some flaw or imperfection actually makes you more attractive and appealing to others.

Twitter may actually improve a user's writing because it forces you to wring meaning from fewer letters.

The messages on OkCupid that get the most responses are short (40-60 characters). To get to that brief message, most people edit, edit and edit some more. Then that same message is used over and over and over again. Rudder's conclusion? Boilerplate is 75% as effective as something original.

Remember the six degrees of separation? Rudder reports that analysis of Facebook accounts shows that 99.6% of people on Facebook are, in fact, within six degrees of anyone on the planet. The more you share with mutual friends, the stronger the relationship. Couples who have a strong relationship tend to be the connecting point among very different groups of people - your partner is one of the few people you can introduce into the far corners of your life.

People tend to overemphasize the big, splashy things: faith, politics, and certainly looks, but in determining compatibility with another, those beliefs do not matter nearly as much as everyone thinks. Sometimes they do not matter at all. Often it is caring about a topic that is more important than how you view the topic itself.

Race has less effect on how well you will get along with someone else than religion, politics or education. However, racism is still pervasive in whom you might prefer to interact with.
On Facebook, every percentile of attractiveness gives a man two new friends. It gives a woman three. Guess how that plays into employment interviews?

White people tend to differentiate themselves by their hair and eyes. Asians by their country of origin. Latinos by their music.

You get the idea - many strange but interesting relationships begin to pop out when you have mounds of data about many people who give up that data without the expectation that it is going to be used to figure out who we really are when no one is looking over our shoulder.

Rudder provides a stimulating glimpse into what can be teased out of piles of data. I have to assume he knows how to analyze the data and how to interpret what the data says to him. What he sees is sometimes distressing (as in his conclusions about racism). However, it is always fascinating.

As dating sites, Google, social media sites, (the NSA?) and others continue to vacuum up data on our personal lives, will the result be good? Or will it be used to hurt? Who will decide? Does it require laws? Or will people eventually turn away from companies that misuse the information we give them about ourselves?

A good read. Look for more tidbits as social scientists dig deeper and deeper into big data.

This and other reviews available at WalterBristow.com

Review based on a copy courtesy of the publisher.

The data in the early chapters and the analysis are really interesting, and reveal a lot about human nature. As I read it, I thought this book is so much better than other popular big data books.

Then, I got to the rambling second half of the book, which uses other data sets and covers territory already covered by other books. There seems to be no coherent theme, plus a ton of padding. I felt strongly that the author ran out of material, and was just trying to stretch the book.

First half: 4-5, Second half 1-2.

As a dating coach, I needed to research online dating and what it involves for my clients, and this was packed with excellent information. One thing I noted, however, was they do derive conclusions that aren't necessarily true. I also don't like the labels they put on people (e.g. "prudes") just because they choose a certain lifestyle. It's sad to think they claim not to be judgmental, but judgments about their users slip out a lot.

All the same, there were some phenomenal observations and I gleaned a lot to help people optimize their experiences online, especially in having hope, regardless of the demographic they fit into. Very useful.

This book is very interesting, funny, and as the title says, it shows the reader "who we are--when we think nobody is looking" with facts and data compiled through Google, Facebook, and online dating services. I love that the author uses real data and not just anecdotal evidence to prove not only how our minds work, but what the Internet Age is doing to our individualities and the collective subconscience. As a big fan of pop psychology, sociology, social networking, and data analysis, this book was an enlightening and enjoyable read for me. The author is able to use data to address such taboo topics as racial preferences among online daters, the public's feelings about bisexuality in men and women, and how one's online presence can help them land, or get them fired from, a job. It manages to express facts and data without becoming boring or preachy. If you liked Freakonomics or Malcolm Gladwell's books, you will enjoy Dataclysm!