Good Data

An Optimist’s Guide to Our Digital Future
Hachette, 2021 · 320 pages · An FT Business Book of the Month

The argument

We are told that our data is being stolen from us, that we are the product, and that the only defence is to lock everything down. Good Data argues that this story is wrong — and that believing it makes things worse.

Drawing on fifteen years working with consumer data inside companies like Experian and Santander, I show how the data economy actually operates: what targeted advertising really does, what companies can and can’t infer about you, and where the genuine harms lie, which is rarely where the headlines say. The book takes the strongest versions of the critical case — Shoshana Zuboff on surveillance capitalism, the arguments for radical data minimisation — and explains why they don’t hold up.

But this isn’t a defence of the technology industry. Rather, it’s an argument that treating privacy as the only value at stake leads to policies that entrench the dominant platforms, starve public-interest research of the data it needs, and gives up on the things data could do for health, democracy, and the climate.

Where to buy

Bookshop.org · Waterstones · Saxo (Denmark) · Amazon · Audiobook

Praise

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, Bennett Professor of Public Policy, University of Cambridge

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, Director, The Intellectual Forum, Jesus College Cambridge

I am learning a lot from this thoughtful book about how big data could make life better.

Seth Stephens-Davidowitz, author of Everybody Lies

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, former Technology Correspondent, BBC News

A fantastic defence and detailed explanation of open data from someone on the inside. And a useful critique of the Surveillance Capitalism thesis. Much recommended.

Jason Potts, Professor of Economics, RMIT University

Beautifully written, incredibly approachable and yet also replete with thought provoking details for the seasoned data insider.

Shiv Malik, author and journalist

Just read the bit about Palantir. I think you’ve managed to say something both sane and interesting.

Rowland Manthorpe, Technology Correspondent, Sky News

A very insightful practitioner’s take on the business of targeted ads.

Anna Artyushina, technology governance researcher

Good Data weaves some thorny issues into a personal story that is positive, interesting, easy to read and provides valuable insight.

Peter Turner, Chief Commercial Officer, Avast