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During my first semester here at Goizueta, I took a class on Statistics taught by Prof. Steve Stuk. Not only did I enjoy the class immensely, my interest in the subject was greatly enhanced. Prof. Stuk showed us numerous real world examples where statistical analysis is used and how it impacts our day to day lives. During the same time, my marketing teacher, Prof. Sundar Bharadwaj, referred me to a book – The Numerati by Stephen Baker – that talks about strides this new science is making in today’s context.

I recently finished reading the book and I have to say, I am greatly impressed. Stephen starts with asking everyone of us as to how much in our opinion do we leave a trail of data ‘explaining’ our tastes and behavior. Our clicks on the humble IE/Firefox/et all are getting captured and monitored by numerous numerati (number crunchers) to understand and gain information about us. He then goes on to mention how marketers are using the same data to provide us with targetted, contextual advertisement to get our business.

Then the author takes us on a journey – as a patient, blogger, lover, and even a terrorist. How the different companies and agencies are tracking information that we unconciously and willfully give to clearly identify us. Clearly many of the applications and systems designed are going to be for our own benefits. But an ethical question is also raised – Do we really want someone to process the information and join the dots to know a private ‘us’?

The digital age is changing the way businesses evaluate the needs of their customers. With the advent of Google and other data rich companies, a completely new discipline that intermixes core skills such as statistical analysis, anthropology, psychology, et cetra is taking birth. What this sector is creating and what impact will it have on our lives is the basic premise of the book. The book is organized very well and provides for an easy read.