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. '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. Review ' 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, The Intellectual Forum 'A great read and really thought-provoking – challenges the surveillance capitalism narrative and suggests that an excessive focus on data privacy may harm us while reinforcing the power of the tech giants' -- Rory Cellan-Jones, BBC About the Author Sam Gilbert is an affiliated researcher at the Bennett Institute for Public Policy at the University of Cambridge. An expert in data- driven marketing, he was employee number one and chief marketing officer at Bought By Many, an award-winning fintech start-up named as one of Wired 's hottest start-ups in Europe and ranked 13th in the Sunday Times TechTrack100 list of the UK's fastest-growing companies in 2018. Previously, he was head of strategy and development at the data company Experian and head of consumer finance at Santander. Sam also advises early-stage tech businesses on growth strategy and digital marketing. He lives in London and Copenhagen. Good Data is his first book.