They've Got Your Number...: Data, Digits and Destiny - how the Numerati are changing our Lives - Softcover

"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. Baker's smart, readable style makes this a pleasure... it's a must read for anyone who wants to understand life and business in the Google Age" (Chris Anderson, author of The Long Tail)

"Baker knows his stuff and he knows his subjects" (Sunday Times)

"Strikingly well-argued" (Daily Telegraph)

"Baker is telling us about a phenomenon that is important and often overlooked... urgent and exciting...This book won't make you an expert on how the mathematicians do their tricks, but it will make you more aware of the implications" (Marcus du Sautoy Observer)

"A creepy and revelatory examination of the secret pressures on our lives and psyches, and how we are unwitting accomplices to this process" (Colin Waters Sunday Herald)

Comparable to The Long Tail and Freakonomics, this is a book of complex ideas written for the general reader.