Christian Rudder, "Dataclysm"

"If you use the Internet, you're the subject of hundreds of
experiments at any given time, on every site." Christian Rudder, a
mathematician, entrepreneur, musician, and now author of "Dataclysm: Who We Are When We Think No One's Looking", explains the interactions among online users, big data, and social science. His book illustrates some hazards of secondary data use, as well as the importance for online services to provide transparency about their data collection and analysis.