An irreverent, provocative, and visually fascinating look at what our online lives reveal about who we really are - and how this deluge of data will transform the science of human behaviour. Big Data is used to spy on us, hire and fire us, and sell us things we don't need. In DATACLYSM, Christian Rudder, founder of one of the world's biggest dating websites OkCupid, puts this flood of information to an entirely different use: understanding human nature.