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If Then: How One Data Company Invented the Future by Jill Lepore - Non Fiction - Hardcover TechnologyBooks The Courage to be HappyTitle: If Then: How One Data Company Invented the Future Condition: BRAND NEW Format: Hardcover Overview: In If Then, Jill Lepore unravels the extraordinary early history of the data revolution through the rise and operations of the Simulmatics Corporation. Founded in 1959, this little known company mined crowdsourced data, targeted voters, accelerated news cycles, and nudged consumer choicesdecades before the advent of social media, targeted