Mindmasters

“In a world where we have become accustomed to trading troves of personal data for bespoke technological experience, Mindmasters explores how digital footprints are decrypted and leveraged for profit—and how we might take back control.” — Financial Times

“Matz writes very clearly and makes a compelling and current case for taking seriously the threats posed by data-driven psychological targeting.” — Science magazine

“Artificial intelligence monitors internet users’ every move, for good and ill, according to this eye-opening debut exposé.” — Publisher’s Weekly

Advance Praise for Mindmasters:

“Mindmasters is about one of the most exciting—and terrifying—developments in human history: big data’s ability to understand us better than we know ourselves. Sandra Matz shows fascinating examples of the insights embedded in big data, frightening examples of its dangers, and concrete proposals for how to make big data work best for society. A rare book that is fascinating, provocative, scary, exciting, wise, and undeniably important.” — Seth Stephens-Davidowitz, New York Times bestselling author, Everybody Lies

“A riveting read, Mindmasters reveals how algorithms predict your personality traits and shape your behavior—and why it matters. Witty, accessible, and packed with interesting insights about human nature, this book will leave you with a deeper appreciation of both the potential and the pitfalls of this new trend in the digital age.” — Katy Milkman, Wall Street Journal bestselling author, How to Change

“For anyone who has wondered—or worried—about their digital footprints and who might be following them, Mindmasters tells all. And I don’t know anyone who knows more about big data and the new science of psychological profiling than its brilliant author, Sandra Matz. Best of all, Matz offers specific suggestions for making the global digital data village safer, more equitable, and happier for everyone.” — Angela Duckworth, New York Times bestselling author, Grit

“Mindmasters offers a uniquely human perspective on the power of big data. Matz masterfully relates her own personal story, from growing up in a small village to her groundbreaking research on psychological targeting. The result: a riveting look at how algorithms penetrate our inner mental lives and how we can redesign and win the data game. A must-read!” — Dan Ariely, bestselling author, Predictably Irrational and Misbelief

Dr. Sandra Matz is the David W. Zalaznick Associate Professor of Business at Columbia Business School, in New York.

As a computational social scientist with a background in psychology and computer science, she studies human behavior and preferences using a combination of big data analytics and traditional experimental methods. Her research uncovers the hidden relationships between our digital lives and our psychology with the goal of helping businesses and individuals make better decisions.

Sandra’s work is frequently covered in major news outlets, including the Economist, the New York Times, BBC, CNBC, the Wall Street Journal, Business Insider, Inc., WIRED, the Washington Post, the Independent, the Guardian, the Chicago Tribune, Psychology Today, Scientific American, Fortune, Forbes, and more.