The Clustered World : How We Live, What We Buy, and What It All Means About Who We Are Review

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The Clustered World : How We Live, What We Buy, and What It All Means About Who We Are ReviewI never thought I would find this book as fascinating as it turns out to be. I first saw it on a friend's coffee table, and started paging through it. Then I had to borrow it. The next thing I knew, I was buying a copy for myself. Michael Weiss writes about a demographic analysis technique which explains a strange thing I noticed 20 years ago. I had moved from a a neighborhood full of 20-something recent college graduates in entry-level professional jobs into a tiny little used-to-be-the-butler's-apartment in a very ritzy neighborhood in San Francisco. All of a sudden my junk mail changed. Instead of credit card offers and Book-of-the-Month Club shills, I started getting letters that said things like "We know all about you. When you want to get away for the weekend, you shun Paris and go right to Morocco." Right.
This book explains what had happened to me: I had moved from one cluster's neighborhood into another. My address now suggested things about my income, lifestyle and assets that just weren't true.
The maps and prose in this book combine to provide a very interesting analysis of how wealth, values and lifestyle are dispersed in this country (and around the world). Clustering was first developed as a marketing tool, and it's undoubtedly a powerful one, but the book works as social commentary, as well. This book is one of the best case studies I've ever laid eyes on of how to make statistical analysis meaningful to the average reader.The Clustered World : How We Live, What We Buy, and What It All Means About Who We Are Overview

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