Book Log 2023 #10: If Then by Jill Lepore

As much as we are (rightly) concerned about the ways tech companies collect, use, and misuse our personal data, the concept of data mining, and using the results of mining to direct politics, business, and everything in between, is not new. The Simulatics Corporation was a pioneer in the field, and this book looks at how the company came about and the ways in which they influenced society in the 1960s.

There's much in common with how the company collected and used data to guide politicians and advertising, notably providing consulting services to the Kennedy campaign in 1960. Unlike today, the company always feels a little on the edge, possibly due to the limits of technology at the time, or perhaps due to the personalities of its founders (one a mid-level ad man, the other a bipolar mathematical genius). It's not all that surprising that the company shut down in 1970, as it never seemed to be that stable in terms of a business.

The book does provide plenty of opportunities to think about how Simulatics informs today's big data environment, while also demonstrating that many of the issues we're facing aren't exactly new, and that the past may have something to teach us about how to deal with the present.