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Num3rati - by Stephen Baker

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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)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.



Review



"Steve Baker puts his finger on perhaps the most important cultural trend today: the explosion of data about every
aspect of our world and the rise of applied math gurus who know how to use it." --Chris Anderson, Editor-in-Chief
of Wired Magazine (Wired Magazine )

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