
You don't know Henry Maddox, but he knows you.
Dr. Maddox is just a marketing prof at Berkeley who has managed to apply what he knows into a most lucrative consulting business. Companies hire him to show them how to leverage their product or service into megabucks and his clients regularly populate the Fortune 500 list. Henry presents any number of erudite theories of economics and marketing to a company's management team, telling them that 'households' may be a key unit of measurement for a business, but also how 'fragmentation' of the household can extend their market to be so specialized that they can target campaigns that manipulate consumers into opening up their wallets. Within any 'household' are the husband/father/AlphaMale/etc.; there are 3 markets right there if targeted right. How about the wife/mom/soccer mom/sex kitten/cook, etc. Then there are the teenage boys/girls/jock/nerd/outcast/goth/yadda yadda yadda. And if the company can get into a divorced family, well, that doubles everything. And he hasn't even gotten to Cross Promotion and Conglomerate Propagandizing. Ah, but the real golden goose is to find out which users could be swayed to join online gambling and pornography sites - that's some real money.
All the company has to do is learn how to gather, collect, analyze, and interpret personal data that the wishy washy consumer is all too willing to turn over in order to get a pass into the next level of some video game. Then, it's a simply click or two to put a cookie on every user's computer to tell the company every website visited, all their social network contacts, their address book, their spending habits, everything.
And that's where the fun begins. At least as defined by Henry Maddox. Sure he charges the company an arm and a leg, but he also negotiates the rights to access said company's data on their users making his predictive models all the more powerful that he'll use with the next company to drive their profits even higher. And all Henry really wants is their data . . . and a check.
Henry's world gets turned upside down when Laroy Eldon, head of a pro-family group, makes a play to try and show Henry the error in his way. That what he does in driving wedges into families and society that just keep getting deeper and deeper. People aren't products that can be moved around to meet some real or manufactured demands. His longtime business partner threatens to quit because she sees the value in Laroy's arguments. And Pressley, an impressionable student, wants to volunteer at Henry's company until her enthusiasm to expose a predatory gaming company puts her into a mess because that company is one of Maddox's clients.
Well, if all that makes this book sound like a God awful dry discourse into economic theory, consumerism, and mass marketing, you'd be denying yourself an excellent peak behind the curtain of how mega business tries to pry our hard earned money out of our pocket. In an era where privacy protection is a top policy issue, consumers are more than willing to hand over, willingly, all kinds of information simply by clicking a mouse on a link that targets a weakness predicted by Henry Maddox's models.
This really should be required reading for anyone who goes online for ANYTHING so everyone can see just how pervasive this data gathering has become. For a first-time author, Ord has told us way more than corporate America ever wanted us to know. Ok, the writing may be a bit amateurish and the dialogue a touch too clean and perfect while we end up feeling like we are being lectured to, but in this form of entertainment, how else are you going to get this kind of info across to a reader? This is a really fast read and what you learn (what? learn from a novel? yes . . . learn) will stay with you and should resonate every time you click on a hyperlink.
East Coast Don