Time to Look at The Numerati by Stephen Baker
Who are the Numerati?
The Numerati by Stephen Baker remains a fascinating work about sensors, technology, data mining and where it’s all going when it comes to our privacy.
And it ends up all about data, about collecting, refining and interpreting it. People are, well, a bunch of fish in a bowl. Or, if you prefer, hamsters on a wheel. We are lab rats, we are subjects, we are collections of bit streams. We are … information.
And the kicker is that, put together enough things about us, and conclusions can suddenly be drawn.
Conclusions from The Numerati
Let’s say I go to the same grocery store every week (not a stretch – I really do). And I buy fish every single week. What if I buy, say, tuna steaks 70% of the time, and swordfish the other 30%? Am I automatically a tuna lover? Or am I simply scared to try something new?
Or am I getting to the fishmonger when everything else is sold out?
And what happens if a coupon is introduced into the mix? Does my tuna consumption go up to 80% if you give me $1 off per pound? However, that’s not too much of a victory, seeing as I normally buy it anyway. Will a $1 off coupon entice me to buy the more pricey salmon instead?
Ideas But Not Gospel
The data gives its interpreters (Baker refers to them as the Numerati, which sounds a tad like Illuminati and perhaps he means that) ideas. However, it’s not really a slam-dunk. Or, at least, not yet. Hence essentially the Numerati bucket you.
So I am a tuna buyer. And I am a sometime swordfish buyer. And I am also a Caucasian woman, in her (ahem) sixties, married, no children, living in Boston.
So far, so good. And when we herd all the data together, when we aggregate the bits and bytes of our lives, this may very well have a lot to say about us. Because it might be a predictor of how I’ll vote in the next election.
Or perhaps it will show how I’d use a dating site if I should ever need one in the future. Or it may even tell whether I’m likely to become a terrorist.
Border Collies and Data Goats
The data matters, but, to my mind (and to Baker’s as well, it seems), there are not only herds of data but there are also nagging outliers. And these constitute the Border Collies amidst all the data goats.
Perhaps I am buying tuna to feed to a cat. Or maybe I buy it with the intention of eating it to improve my health but, alas, never get to it and it goes to waste every single week.
So consider this case: a health professional places a sensor into a senior citizen’s bed, to determine whether that person is getting up in the morning. And, let’s say we also collect weight data.
Because a sudden dramatic rise in weight would indicate the possible onset of congestive heart failure. And let’s say the senior in question is a woman who weighs 150 pounds. Your own mother, maybe.
Day one: 150 pounds. Day two: 158 pounds. And then day three: 346 pounds. Day four: 410 pounds. Golly, is Mom really that sick?
Maybe Mom’s dog is 8 pounds. Okay, that explains day two. But what about days three and four? Maybe Mom’s got a boyfriend.
Or maybe she’s got two.
Messy Feelings
When I had the occasion to meet Stephen Baker at the 2010 Enzee Conference, we had the opportunity to talk a bit about these squishy, messy feelings.
Sure, our hearts are in the right place. And we want Mom to be safe and healthy, and we can’t be there. She might live in a warmer climate, and we cannot (or won’t) leave our cooler climes.
Or the job opportunities may be no good there for us. For whatever reason, we are here and she is there. So we want to be aware, and caring and all, but in our desire to gather information and protect her, what else are we learning?
If Mom is competent, and single, and protecting herself from STDs, we truly have no business knowing who she spends her evening hours with. Yet this technology makes this possible.
And if we have any sense of the future at all, we have to think to ourselves: what happens when I become Mom’s age? Will my bedroom and toileting habits potentially become a part of this huge bit/byte hamster wheel lab rat canary in a coal mine data stream? You betcha.
Are the Numerati Worrisome?
So, it is often said that only people who have something to worry about in their private lives are the ones who have worries. Everyone else should be fine, blithely giving up their warts and preferences, their virtues and secrets, to all who ask.
I say bull. I like my secrets. And I like my hidden life. And I’ll be damned if I give it up, even in the name of health, diet, voting, national security or even love.
A terrific read. I highly recommend this book.
Rating
Review: 5/5 stars.
Want More Book Reviews?
If my experiences with book reviews for social media resonate with you, then check out my other book review articles.
Check Out Book Reviews on Social Media, SEO, Analytics, Design, and Strategy
• Avinash Kaushik’s Web Analytics 2.0, a Book Review
† The Cluetrain Manifesto: 10th Anniversary Edition, a Book Review
• Cognitive Surplus by Clay Shirky, A Book Review
† Content Nation by John Blossom, A Book Review
• Content Strategy for the Web by Kristina Halvorson, a Book Review
† Google Advertising Tools by Harold Davis, a Book Review
• Groundswell by Charlene Li and Josh Bernoff, An Updated Book Review
† Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
• Likeable Social Media by Dave Kerpen
† Michael Fleischner’s SEO Made Simple, a Book Review
• The New Rules of Marketing & PR by David Meerman Scott, A Book Review
† The Numerati by Stephen Baker, a Book Review
• Optimize by Lee Odden, A Book Review
† Social Media Marketing by Liana Evans, A Book Review
• Trust Agents by Chris Brogan and Julien Smith, a Book Review
† White Space is not your Enemy by Kim Golombisky and Rebecca Hagen, a Book Review
• The Zen of Social Media Marketing by Shama Hyder Kabani, a Book Review
You must be logged in to post a comment.