We've always been numbers

When I tell people about the book I'm writing, and how companies are going to get to know us better and better by analyzing our data, they often reply,
Stephen Baker

When I tell people about the book I'm writing, and how companies are going to get to know us better and better by analyzing our data, they often reply, "We'll just be numbers." My response is that we've long been numbers: From cannon fodder at Gettysburg to the millions staring at Superbowl ads, generals and marketers have regarded us as masses of largely undifferentiated numbers. The difference now is that the numbers will increasingly define us as individuals. This is new.

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