IF THEN How the Simulmatics Corporation Invented the Future

In a world in which the data collection done by media giants like Google and Facebook is part of everyday conversation, IF THEN is a fascinating look at where it all started. The author's knowledgeable narration is engaging as she outlines the birth of the Simulmatics Corporation. Founded in 1959, the company was the first to mine data to predict the actions of individuals as consumers and voters. Lepore's strength is the inviting tone of her voice as she shares a mix of well-researched facts, personal anecdotes, and entertaining gossip of the time. She sounds intelligent and witty as she outlines the ways the company laid the foundation for the unintended consequences of targeted data mining that have brought us where we are today. K.S.M. © AudioFile 2020, Portland, Maine [Published: NOVEMBER 2020]