It’s no secret that numbers make the world go around these days. In 2008’s non-fiction The Numerati, author Stephen Baker casts his eye over the world of Big Data, data capture, and automatic identification.
Baker is clearly fascinated by the subject and has decided to interview a range of experts to dig deeper and find out what makes this industry one of the fastest-growing and most important right now. He’s focused on those people he calls “the Numerati”. These are the data gurus who are capable of creating, tweaking, and analyzing the data capture systems that have become a major piece in the business world.
What Is Big Data
The author has set out to find out who is leading the way in terms of studying and developing the tech needed to capture all the information we generate each and every day. Known as big data, these are the numbers that companies crave to learn more about how we buy things, travel, and carry out the rest of our daily activities.
His description shows us how big businesses want to capture all this data that’s floating around and convert it into something that they can use and understand. This is done by finding different types of characteristics and working out how to group them to make the information more valuable.
This isn’t a new concept, but the emergence of complex computer programs has made it one of the most exciting and fast-moving industries. Baker’s cleverly chosen angle is that of speaking to the people who have studied computer science or math and gained the knowledge needed to manage the vast quantity of numbers needed. While this subject is often called data mining, Baker calls the people behind it the Numerati.
A Focus on the Human Factor
By opting to focus on the human side of Big Data, Baker has given himself the chance to dive into this world with an approach that brings it to life. He shows us how organizations like political parties drill down into the numbers to find out more about us. They use details like our pet ownership data to get a better idea of our preferences and decide who to focus their marketing on.
Similarly, the health and dating industries are other areas where these experts dictate the way that companies and health providers can glean valuable insights into our lifestyles that inform their decisions. In a surprising detail, he lays bare the way that blogs contribute to the growing tide of numbers that are changing our world. The author points out that bloggers provide databases with an almost immediate reaction to new products and services. He shows us how data experts can write programs that automatically grab the data they want.
The Terrorism Aspect
It comes as a surprise to find that The Numerati has a chapter on terrorism. This part of the book takes a look at how experts can analyze data sets to identify anyone who stands out for having data that doesn’t fit into the expected trends.
He then leads us into the details of the next possible war between terrorists and counter-terrorists, with data being the most important weapon. Terrorists have also turned to experts in numbers to cover their tracks, hack data, and find other ways of achieving their aims. This raises the matter of privacy, as global security agencies need to have the freedom to analyze everyone’s information in order to find out what the real terrorists are.
It’s no wonder that there’s a lot of paranoia around how government agencies and big businesses are now looking at information about our daily lives, interests, and activities. It’s not quite the dystopian future shown in George Orwell’s 1984, where every aspect of our lives is viewed and controlled by the all-powerful Big Brother and his Thought Police. Instead, we’re shown a version of the present where your choice of pet or the brand of food you buy is used as clues for companies and security agencies to work out more about you without your knowledge.
A Glimpse into a Worrying Future
This book gives us an interesting yet worrying look at how numbers are being used to drive many different aspects of our modern lives. All of this is going on behind the scenes, so while most people are now aware that their personal data is being collected and studied, the scale of the operation is sure to surprise many of the book’s readers.
The increasing sophistication of the tools and techniques used means that this is a subject that appears too difficult for many people to attempt to grasp. Yet, this book takes a human approach to show us how the collection and analysis of data have now appeared in so many different aspects of our lives. By giving us clear examples of the data trail that we leave behind in our everyday lives – and how it can be used in a huge variety of ways – Baker lets us come to terms with the size and scope of the Big Data revolution in a way that anyone should be able to understand and relate to their own lives.
Final Verdict: Should You Read The Numerati
Pros
- Accessible and engaging for non-technical readers.
- Fascinating insights into the people behind Big Data.
- Covers a wide range of industries, from politics to healthcare.
- Raises important questions about privacy and surveillance.
Cons
- Some parts feel outdated, given how quickly technology evolves.
- Doesn’t go deep enough into ethical concerns.
- Lacks a strong critique of the potential dangers of Big Data.
Despite its shortcomings, The Numerati is a fascinating introduction to Big Data and its impact on our lives. It’s ideal for readers who are curious about data science but don’t have a technical background. While more recent books have delved deeper into AI, machine learning, and digital privacy, Baker’s human-centred approach makes this an enjoyable and thought-provoking read.
If you want a digestible, real-world take on how data is shaping the modern world, The Numerati is well worth your time. However, if you’re looking for a more cutting-edge analysis, you may need to supplement it with newer sources.