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Good Data: An Optimist's Guide to Our Digital Future
The book that will make you rethink everything you thought you knew about data, privacy and the future of Big Tech.
'Good Data brings a breath of fresh air, an invigorating blast of common sense, to the debate about our digital world. In place of scare stories about surveillance and exploitation, the book provides new insights from an expert, and pragmatic suggestions about how we can make data work for us as a shared resource. This is an essential read for anybody interested in shaping a positive digital future'
-- Diane Coyle, University of Cambridge
'Good Data weaves some thorny issues into a story that is positive, interesting, easy to read and provides valuable insight'
-- Peter Turner, Chief Commercial Officer, Avast
'There is increasing concern about how the big tech companies use – and abuse – our data. In this highly readable book, Sam Gilbert sets out how this data can be used for good, and describes how to think about controlling big tech while still achieving the positive benefits from it'
-- Julian Huppert, Intellectual forum
We are currently living in a moment of extreme pessimism about data. This book will change your mind.
Almost everything we do generates data.
Digital technology is now so pervasive that it's very hard to escape its influence, and with that growth comes fear. But whatever the news has told you about data and technology, think again.
Data expert and tech insider Sam Gilbert shows that, actually, this data revolution could be the best thing that ever happened to us.
Good Data examines the incredible new ways this information explosion is already helping us - whether that's combating inequality, creating jobs, advancing the frontiers of knowledge or protecting us from coronavirus - and explains why the best is yet to come.
Data touches everything, from our biggest hates (online advertising) to our greatest loves (our pets), and in this fascinating new book, Gilbert explores how, if we can embrace the revolution (even the ads), we could all live vastly improved lives.
We are standing on the edge of greatness, we just need to know how to get there.
'Good Data brings a breath of fresh air, an invigorating blast of common sense, to the debate about our digital world. In place of scare stories about surveillance and exploitation, the book provides new insights from an expert, and pragmatic suggestions about how we can make data work for us as a shared resource. This is an essential read for anybody interested in shaping a positive digital future'
-- Diane Coyle, University of Cambridge
'Good Data weaves some thorny issues into a story that is positive, interesting, easy to read and provides valuable insight'
-- Peter Turner, Chief Commercial Officer, Avast
'There is increasing concern about how the big tech companies use – and abuse – our data. In this highly readable book, Sam Gilbert sets out how this data can be used for good, and describes how to think about controlling big tech while still achieving the positive benefits from it'
-- Julian Huppert, Intellectual forum
We are currently living in a moment of extreme pessimism about data. This book will change your mind.
Almost everything we do generates data.
Digital technology is now so pervasive that it's very hard to escape its influence, and with that growth comes fear. But whatever the news has told you about data and technology, think again.
Data expert and tech insider Sam Gilbert shows that, actually, this data revolution could be the best thing that ever happened to us.
Good Data examines the incredible new ways this information explosion is already helping us - whether that's combating inequality, creating jobs, advancing the frontiers of knowledge or protecting us from coronavirus - and explains why the best is yet to come.
Data touches everything, from our biggest hates (online advertising) to our greatest loves (our pets), and in this fascinating new book, Gilbert explores how, if we can embrace the revolution (even the ads), we could all live vastly improved lives.
We are standing on the edge of greatness, we just need to know how to get there.
- GenresNonfictionTechnology
320 pages, Hardcover
Published April 1, 2021
40 people are currently reading
313 people want to read
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Displaying 1 - 16 of 16 reviews
March 31, 2021
This is a Bad Book. It is probably the most profoundly disturbing book I’ve read about the misuse of personal data. Not because it exposes the horrors of algorithmic harassment and discrimination, but because it joyfully revels in them.
The book’s central thesis is that slurping up personal data, without explicit permission, and using that information to target people is a good thing.
While books like The Age of Surveillance Capitalism and Privacy is Power are deep, scholarly works which investigate the way we are being abused by data brokers, Good Data is a little more than an obsequious love letter to Facebook. It is charmingly written, and superficially attractive, but contains no real research other than personal anecdotes.
Its arguments against Surveillance Capitalism can be summed up thusly: how bad can it really be if it made me a lot of money?
The author argues that Facebook’s targeting is amazingly powerful while simultaneously claiming that the fears around its power are overblown. Apparently the rampant psychological targeting is perfectly fine – because it is done in aggregate, rather than individuals! He even makes a distasteful comparison claiming that users “donating” their data to megacorporations is morally equivalent to people donating their organs… I really don’t know where to begin with that!
There is a reasonably good section on using search data to look for hidden business opportunities. If you can find a bunch of search results which have no obvious conclusion, you can start a business satisfying those unfulfilled desires. But the author seems to think it is his god-given right to get that data – bemoaning the fact that privacy advocates shuttered his source of customer intelligence.
There is an almost wilful misunderstanding of why users value privacy, wrapped up in a breathless paean to how Facebook made the author rich by targetting disabled people.
There’s a basic introduction to Bentham’s panopticon. Apparently Facebook isn’t a panopticon because you can also look at Zuckerberg’s page and see what he has liked. Completely ignoring that Zuck’s page is highly curated and you can’t look at the pages of the countless FB engineers who’ve made their pages private.
Oh, and because we can target Zuck with an advert (if we have the money) we should accept his company targeting us. It is a strange and contradictory argument.
The author’s naïve worship of all things Zuck is evident in a later rambling chapter about “Zuckian Liberalism”.
Apparently all Zuck wants is for the world to be free and happy, man! While essentially ignoring the true Zuck Doctrine “What’s good for Facebook’s stock price is good for the world.”
The book glosses over the ethnic slaughter in Burma, which was amplified by Facebook and claims it is just “an engineering problem waiting to be solved.”
I’ll be honest. The book is pretty hard to stomach. In a section praising the power of predictive policing, the author appears ignorant of algorithmic oppression – instead treating life-or-death decision making as little more than a customer segmentation exercise. A later chapter briefly covers ethical issues but quickly descends into a GCSE level run through Kant, the Trolley Problem, and Aristotle. It then concludes with the “radical” idea that big tech firms should make their data openly available to help fight big problems. And, coincidentally, help advertisers.
The publisher of the book praises its deliberately contrarian position:
“Flying in the face of much of the current doom-laden opinion and publishing about our digital world, he’s setting up a vital debate for our futures. And who doesn’t want to read something optimistic right now?”
But it is not optimistic. It presents a dystopian nightmare where shady data brokers get fabulously wealthy from pilfering your innermost secrets and using them against you.
The only reason to read this book is to understand how some people want to steal your data, abuse your rights, and profit handsomely from it – while painting themselves as moral saviours.
The book’s central thesis is that slurping up personal data, without explicit permission, and using that information to target people is a good thing.
While books like The Age of Surveillance Capitalism and Privacy is Power are deep, scholarly works which investigate the way we are being abused by data brokers, Good Data is a little more than an obsequious love letter to Facebook. It is charmingly written, and superficially attractive, but contains no real research other than personal anecdotes.
Its arguments against Surveillance Capitalism can be summed up thusly: how bad can it really be if it made me a lot of money?
The author argues that Facebook’s targeting is amazingly powerful while simultaneously claiming that the fears around its power are overblown. Apparently the rampant psychological targeting is perfectly fine – because it is done in aggregate, rather than individuals! He even makes a distasteful comparison claiming that users “donating” their data to megacorporations is morally equivalent to people donating their organs… I really don’t know where to begin with that!
There is a reasonably good section on using search data to look for hidden business opportunities. If you can find a bunch of search results which have no obvious conclusion, you can start a business satisfying those unfulfilled desires. But the author seems to think it is his god-given right to get that data – bemoaning the fact that privacy advocates shuttered his source of customer intelligence.
There is an almost wilful misunderstanding of why users value privacy, wrapped up in a breathless paean to how Facebook made the author rich by targetting disabled people.
There’s a basic introduction to Bentham’s panopticon. Apparently Facebook isn’t a panopticon because you can also look at Zuckerberg’s page and see what he has liked. Completely ignoring that Zuck’s page is highly curated and you can’t look at the pages of the countless FB engineers who’ve made their pages private.
Oh, and because we can target Zuck with an advert (if we have the money) we should accept his company targeting us. It is a strange and contradictory argument.
The author’s naïve worship of all things Zuck is evident in a later rambling chapter about “Zuckian Liberalism”.
Apparently all Zuck wants is for the world to be free and happy, man! While essentially ignoring the true Zuck Doctrine “What’s good for Facebook’s stock price is good for the world.”
The book glosses over the ethnic slaughter in Burma, which was amplified by Facebook and claims it is just “an engineering problem waiting to be solved.”
I’ll be honest. The book is pretty hard to stomach. In a section praising the power of predictive policing, the author appears ignorant of algorithmic oppression – instead treating life-or-death decision making as little more than a customer segmentation exercise. A later chapter briefly covers ethical issues but quickly descends into a GCSE level run through Kant, the Trolley Problem, and Aristotle. It then concludes with the “radical” idea that big tech firms should make their data openly available to help fight big problems. And, coincidentally, help advertisers.
The publisher of the book praises its deliberately contrarian position:
“Flying in the face of much of the current doom-laden opinion and publishing about our digital world, he’s setting up a vital debate for our futures. And who doesn’t want to read something optimistic right now?”
But it is not optimistic. It presents a dystopian nightmare where shady data brokers get fabulously wealthy from pilfering your innermost secrets and using them against you.
The only reason to read this book is to understand how some people want to steal your data, abuse your rights, and profit handsomely from it – while painting themselves as moral saviours.
November 15, 2021
Gilbert worked for Experian before going back to university to study politics; he is now a researcher at the Bennett Institute for Public Policy at the University of Cambridge. At a time of much anxiety about “surveillance capitalism,” he seeks to provide reassurance. He explains that Facebook and the like, with their ad-based business models, use profile data and behavioural data to make inferences about you. This is not the same as “listening in,” he is careful to assert. Gilbert contrasts broad targeting and micro-targeting, and runs through trends in search data. He highlights instances where social media and data mining have been beneficial, such as in creating jobs, increasing knowledge, or aiding communication during democratic protests. I have to confess that a lot of this went over my head; I’d overestimated my interest in a full book on technology, having reviewed Born Digital earlier in the year.
Originally published on my blog, Bookish Beck.
Originally published on my blog, Bookish Beck.
February 27, 2022
I agree with Sam Gilbert on two things: (a) Shoshana Zuboff's "The age of surveillance capitlism" is a dreadful book (b) Cathy O'Neil "Weapons of math destruction" is a good book.
Why does this matter? Well, because you can agree that both of the following statements are true (a) much of the concerns about the use of personal data by internet companies are overblown (b) there are real issues with the way personal data are being used by some companies.
In other words, it's complicated.
Sam Gilbert offers an insider's view on the topic, as a former data marketeer and fintech entrepreneur. While his perspective is obviously tainted by his professional background, at least he has a realistic view of what can be done and what cannot be done with personal data.
It is not always possible to evaluate all the claims he makes (I remember several examples of Facebook and Google harvesting data a reasonable consumer could never have guessed they collected), but at least he points to something that the "surveillance capitalism" crowd tends to forget: as in all areas, there are trade-offs.
Yes, Google knows a lot about us, but at least when we search for information on the web, we get relevant answers (I am old enough to remember Lycos). And, yes, Facebook 's and Twitter algorithms may tend to polarize discussions, but has anyone ever considered how Facebook has lowered the barriers to advertisement for small business and, in doing so, may have contributed to increased economic dynamism and competition, especially outside the developed world?
Gilbert also points to the benefits of collecting and joining huge datasets for public policy. researchers in the social sciences have been able to identify worrisome developments in social mobility in the US, but would never have been able to do so without detailed (pseudonimised) data. Gilbert worries that concerns with privacy have led to a regulatory backlash, and points to several companies who have stopped collecting data that brought clear societal benefits as a result of changed regulations.
Gilbert also proposes a framework for data governance - the result of a professional sabbatical spent studying at Cambridge. While the proposed framework raises more questions than it answers, this could be the start for a new discussion on the value of data for society -as a daily user of data in my work, I can only encourage the take-up of such discussions.
(The reason why I did not give the book 4 stars is related to the style. Gilbert builds on his professional experience on the one hand, and on his academic work at Cambridge on the other hand. The chapters that build on his personal experience are very lively, but contain way too many personal anecdotes that are not very relevant for the topic of this book. I would have preferred more analytical reasoning and less personal stories).
Why does this matter? Well, because you can agree that both of the following statements are true (a) much of the concerns about the use of personal data by internet companies are overblown (b) there are real issues with the way personal data are being used by some companies.
In other words, it's complicated.
Sam Gilbert offers an insider's view on the topic, as a former data marketeer and fintech entrepreneur. While his perspective is obviously tainted by his professional background, at least he has a realistic view of what can be done and what cannot be done with personal data.
It is not always possible to evaluate all the claims he makes (I remember several examples of Facebook and Google harvesting data a reasonable consumer could never have guessed they collected), but at least he points to something that the "surveillance capitalism" crowd tends to forget: as in all areas, there are trade-offs.
Yes, Google knows a lot about us, but at least when we search for information on the web, we get relevant answers (I am old enough to remember Lycos). And, yes, Facebook 's and Twitter algorithms may tend to polarize discussions, but has anyone ever considered how Facebook has lowered the barriers to advertisement for small business and, in doing so, may have contributed to increased economic dynamism and competition, especially outside the developed world?
Gilbert also points to the benefits of collecting and joining huge datasets for public policy. researchers in the social sciences have been able to identify worrisome developments in social mobility in the US, but would never have been able to do so without detailed (pseudonimised) data. Gilbert worries that concerns with privacy have led to a regulatory backlash, and points to several companies who have stopped collecting data that brought clear societal benefits as a result of changed regulations.
Gilbert also proposes a framework for data governance - the result of a professional sabbatical spent studying at Cambridge. While the proposed framework raises more questions than it answers, this could be the start for a new discussion on the value of data for society -as a daily user of data in my work, I can only encourage the take-up of such discussions.
(The reason why I did not give the book 4 stars is related to the style. Gilbert builds on his professional experience on the one hand, and on his academic work at Cambridge on the other hand. The chapters that build on his personal experience are very lively, but contain way too many personal anecdotes that are not very relevant for the topic of this book. I would have preferred more analytical reasoning and less personal stories).
May 3, 2021
The complex and sometimes messy debate on data privacy and the power of internet companies intersects fields that include computer science, law and philosophy. This creates the opportunity for some powerful forces, including politicans, journalists and business leaders, to push their agendas and deliberately distort the power and motivation of internet companies to use data to cause harm.
Good Data bravely cuts out the noise to deliver a clear and sensible narrative around the social benefits of living in a society which in theory could have far more access than ever before to open data - and educates readers on how they to make better informed choices on what data to share, and use simple tools to control their data.
Overall, this is a clever, informative and accessible book that provides fantastic insight into the growing debate around data privacy and the role of social media in shaping political and consumer views.
Good Data bravely cuts out the noise to deliver a clear and sensible narrative around the social benefits of living in a society which in theory could have far more access than ever before to open data - and educates readers on how they to make better informed choices on what data to share, and use simple tools to control their data.
Overall, this is a clever, informative and accessible book that provides fantastic insight into the growing debate around data privacy and the role of social media in shaping political and consumer views.
March 11, 2023
This title is so misleading from what's actually described here, it's sad. The book starts about the benefits of data but it is only one point amongst many.
The book should have rather been called "in defense of Facebook" because that's what the author cares most about. I do agree with many points but it's simply not interesting or what I wanted to read. Especially towards the end things just drag on and the writing turns into some boring university essay.
I also found the author to be quite self-centered; it's a lot about his successful startup. Lucky you, but leave me alone with it.
What bothered me the most where the comments about the pandemic. The author legit says that there would be proof that people's mental health benefited from lockdowns solely based on some graph about people's happiness on how people felt a few weeks into each lockdown. The author fails to grasp that a) this is quite common amongst a population in crisis to be content with even the smallest things like having a roof over the head and being alive, b) the author doesn't even realise that the longer each lockdown went, the more people started breaking the rules.
The book should have rather been called "in defense of Facebook" because that's what the author cares most about. I do agree with many points but it's simply not interesting or what I wanted to read. Especially towards the end things just drag on and the writing turns into some boring university essay.
I also found the author to be quite self-centered; it's a lot about his successful startup. Lucky you, but leave me alone with it.
What bothered me the most where the comments about the pandemic. The author legit says that there would be proof that people's mental health benefited from lockdowns solely based on some graph about people's happiness on how people felt a few weeks into each lockdown. The author fails to grasp that a) this is quite common amongst a population in crisis to be content with even the smallest things like having a roof over the head and being alive, b) the author doesn't even realise that the longer each lockdown went, the more people started breaking the rules.
May 24, 2022
In the era of private data and GDPR discussions (especially in Europe), book was quite refreshing view on “what if not everything could be as bad as it is”. It is talking about what actually good could be coming out of access to data as “a mass”, not only looking on advanced sales approaches, to actually provide people what they want, by ending with public health / security support. Of course not-answered question is how to collect this in safe, not abusing way, how to handle ethical questions, etc., but it made to take at least a peak in my stubborn “data privacy” view which I had so far.
May 20, 2024
The author was a mature student at Cambrige which was partly why I picked this book up. Loved his description of "Cambridge power" as a negative vibe. Less so his overly positive take on social media. Yes, I know the book is called "Good Data" and maybe I should have bought the one called "Bad Data" (saw one in Heffers today). There were some useful insights but it's already out of data due to what's coming with AI.
October 6, 2024
I found this book very interesting. I judge my books by how many new things I learn and I have to say I learnt quite a bit from this book.
Sam Gilbert made a very good case as to why we should not be afraid of our data being accessible to big tech in an anonymous manner as it supports data mining that can be used for the good of society like in the case of detection hotspots before the authorities or finding a gap in insurance needs for pug owners. He says we should not be overly worried about getting targeted advertisements as it is not targeting us as an individual but our profile through a review of many many data points. And to withhold our personal data would be depriving many good discoveries.
I have to say that it is a very compelling case. But of course it falls back to the question of ethical use of data. Can we trust everyone to use data in an ethical manner. The answer is no.
In this book he also talks about mark zukerberg being the ultimate Neo liberal where he believes that full freedom will eventually balance out to good. But that is a myth as we all know because the good tend to be quiet while the bad like to spew hatred and evil things online.
Written by an academic so you can expect quite a lot of references or books and articles but still written in an engaging enough manner not to be too dry as most academic books are.
Sam Gilbert made a very good case as to why we should not be afraid of our data being accessible to big tech in an anonymous manner as it supports data mining that can be used for the good of society like in the case of detection hotspots before the authorities or finding a gap in insurance needs for pug owners. He says we should not be overly worried about getting targeted advertisements as it is not targeting us as an individual but our profile through a review of many many data points. And to withhold our personal data would be depriving many good discoveries.
I have to say that it is a very compelling case. But of course it falls back to the question of ethical use of data. Can we trust everyone to use data in an ethical manner. The answer is no.
In this book he also talks about mark zukerberg being the ultimate Neo liberal where he believes that full freedom will eventually balance out to good. But that is a myth as we all know because the good tend to be quiet while the bad like to spew hatred and evil things online.
Written by an academic so you can expect quite a lot of references or books and articles but still written in an engaging enough manner not to be too dry as most academic books are.
July 13, 2021
As an ordinary consumer I found the first half of this book quite fascinating, as it examined the world of Facebook and Google data and how all those random searches we put in can be used.
The second half was a bit more in depth/analytical and I ended up skipping chunks because it wasn't as relevant to me.
Nevertheless a fascinating insight into data use and how it can be more of a force for good than you may realise
The second half was a bit more in depth/analytical and I ended up skipping chunks because it wasn't as relevant to me.
Nevertheless a fascinating insight into data use and how it can be more of a force for good than you may realise
August 1, 2023
Het onderwerp is leuk - echt een keer de andere kant van de discussie over privacy en databescherming - en het begin is veelbelovend. Leuke voorbeelden, je kan goed meegaan in de gedachtegang van de schrijver. Later wordt het meer van hetzelfde en ook van de hak op de tak. Daardoor heeft het heel lang op 80% afgerond in mijn kast gestaan. Soms wil je dat een boek nooit eindigt, maar hier was ik wel een beetje opgelucht zelfs. Ik ga hem nu doorgeven aan mijn zeer google-kritische collega :D
August 14, 2021
Sam Gilbert har svært ved at rykke sig ud af sin egen comfortzone i “Good Data” – den nye bog om netop “gode data”. Det er manglende styr på sagerne, der er tech-giganternes store problem, siger han. Ikke ond vilje. Og heller ikke deres forretningsmodel. Han narrer mest sig selv.
Læs hele min anmeldelse her: https://www.kommunikationsforum.dk/ar...
Læs hele min anmeldelse her: https://www.kommunikationsforum.dk/ar...
June 27, 2022
So fascinating. This is the first non fiction book I’ve read in a long time and it held my interest very well.
May 10, 2025
3 for the content, bringing it down one star as the title feel a bit misleading as so much focus of the book is on Facebook and advertising.
January 20, 2025
How companies succeed, Cambridge Analytica, Facebook ads I came to know data is a manure
December 8, 2022
It is an exciting dive into data and its role in our society, as well as the potential it holds for the future. Everything from the good it has done in connecting people, helping to derive insights for innovation and managing crises like covid-19, all the way to the bad that comes with ideologies like surveillance capitalism and selling private user data to 3rd parties whether directly or indirectly with lookalike audiences, and more.
This book paints a very vivid image of both the good and bad of data, and prompts us to start thinking about the ethics that revolve around it and in general how we should using the vast amounts of data we generate.
This book paints a very vivid image of both the good and bad of data, and prompts us to start thinking about the ethics that revolve around it and in general how we should using the vast amounts of data we generate.
November 5, 2024
Felt a lot like a college essay, the author tried bringing up a lot of topics yet never really delved into them. Everything discussed felt very surface level, and too much of the book was spent talking about how nice facebook is and how successful of a business he has.
Its easy to read, a lot of pages couldve been cut out without loss. I think the book couldve easily been 80 pages less
Its easy to read, a lot of pages couldve been cut out without loss. I think the book couldve easily been 80 pages less
Displaying 1 - 16 of 16 reviews