"The Numerati" by Stephen Baker

An account of a computer-based algorithm that happens to know and track our every move, even predicting what may happen to us. Makes you wonder why you see an ad before you even thought about something related to what the item/service is being advertised.

Back when BORDERS bookstore was still in business, this was one of the books heavily stacked at the tables up front, as far as I remember. You can tell the customers' interest in the book by how many of these books were untouched, and all being in excellent condition, showing no creases or fingerprints whatsoever, in addition to the novels and science books stacked next to it. However, I didn't pick it up because no one wanted to read it (even though it seems that way), but the book cover looked nice, and when I read the book's description on the back, it was a fish hook and I was slowly being reeled in.

Much to my surprise, it's about us in the form of numbers; a group of humans calculating our actions and behaviors in public and online. Even though Baker stated that their activities comply within the laws considering invasion of privacy, I still feel uneasy now every time I walk into a grocery store. So these humans, called the Numerati, calculate us, accurately guess our moves, who we are in general and sell them to advertisers to take advantage of the consumers that we are (so this is what Facebook is doing?).

Only seven chapters (in order): Worker, Shopper, Voter, Blogger, Terrorist, Patient and Lover. I like how they're able to predict the symptoms of a patient before it strikes them (you learn about the "magic carpet"). Being that I shop online for books, I now understand why sites like Amazon.com have a "Recommended For You" section, and it's funny how they unveil the results, based on your purchases and what items you looked at. This feature is also available on eBay and other large online retail websites. Cool but eerie, I must say.

My favorite chapter was "Blogger" and how they used Tears of Lust as an example. I used to blog before, especially on WordPress (only I have never blogged about deodorants in Iraq). However, being able to turn the blogs and the blogger into math, then into vectors? Simply amazing. Those vectors are made to try and place where the bloggers belong, under a plethora of subjects bloggers write about.

Anyway, what I found humorous about the book was how discreetly he describes the data experts he's appointed to meet and ask more information. Here's an example:

"[Ted] Kremer is the chief technical officer at Umbria. He works in a huge sunlit office lined with whiteboards. He's blond, with a square face, a pointed goatee, and near limitless patience—at least when it comes to teaching basic data mining." (Baker, 2008 ed. p.109)

I just found that funny; he's done the same to other experts he met up with, one having a nice, coifed hair and one with broad face. I was laughing. Nevertheless, Baker's writing is written in a way where you feel like you're hanging out with him. You also feel like you getting a guided tour in the data miners' offices, which is what this book is. Since there are other books that cover The Numerati in deeper detail, this book is a hash of the goings-on—a brief introduction to these number-loving computer nerds and what their gathering of data consists of, as if you're looking through the glass ceiling from the outside.

What you get from this book is a very easy, readable book about the guys behind the computer, behind the people. You get a guided tour, the workings of the gathering of data and learn the intricacies of how they go about converting our behavior into math and how everything generally works. That's all you get; no math, no formulas or anything you'll find here.

I don't know why I feel squeamish, but it certainly feels that way when you read about folks who eye on what you're doing. Strangely enough, I'd like to see how I look like as a number or numbers (and who the girl—my soul mate—is). The second I take a shopping cart, or basket, it's on: I'm being watched. Whatever I buy would make an impact in the future, getting me to buy more of that product, or other products I may slightly give a look at, and the price cuts and deals—"only $1.50 each if you buy five"—would reflect it.

In a different sense, I learned about these experts who very much found their own business(es). Some are still running and owning it, while some succeeded and sold to large industries like IBM. Other than that, it's nice having to see mathematicians and programmers work together gathering stuff about us. Even though it's not for the sake of invading our privacy in a legal way, it also helps track down criminals and help warn those who may encounter symptoms ahead of time before they get it.

Curious? I was too when I saw it, and read the back cover. Give it a read some time.

Kris Caballero

Founder of KCU Network and KCU Plus, Kris has been writing since he managed a personal blog made back in late 2005. Officially back to doing computer programming (software development) and video production, Kris enjoys reading books on Mathematics, Quantum Computing, Philosophy, playing old video/DOS games, digital video archiving, and listening to sports, public radio and classical music.

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