They've Got Your Number...

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

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

Strikingly well-argued

Daily Telegraph

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

Even the self-confessed innumerate can enjoy this book, if enjoy is the word, for it left me more anxious than ever about the grip computers can have not only on what we are buying but on pretty well everything we are doing

Nicholas Bagnall, Sunday Telegraph Seven Magazine