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If Then Reviews

If Then by Jill Lepore

If Then: How One Data Company Invented the Future

Jill Lepore

Score pending

1 review

Imprint: John Murray Publishers Ltd
Publisher: John Murray Press
Publication date: 17 Sep 2020
ISBN: 9781529386158

A brilliant, revelatory account of the Cold War origins of the data-mad, algorithmic twenty-first century, from the acclaimed and internationally bestselling author.

3 stars out of 5
Hannah Murphy
17 Sep 2020

"A new book examines the long US history of harnessing technology to predict behaviour and win ‘hearts and minds’"

In her book If Then, the Harvard professor and New Yorker writer meticulously chronicles how Simulmatics laid some of the earliest foundations for the field of predictive analytics, today wielded by internet platforms, advertisers and political strategists to help sell consumer products or election candidates. The chaotic band of scientists, psychologists, and slick Madison Avenue advertising prophets have been — until now — the unknown grandfathers of Facebook and Google, and all of their whizzy algorithms.

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