Big Data, "People Analytics" and You: They're Watching You at WorkSubmitted by Machine Age on Thu, 01/02/2014 - 08:28
The Atlantic: In 2003, thanks to Michael Lewis and his best seller Moneyball, the general manager of the Oakland A’s, Billy Beane, became a star. The previous year, Beane had turned his back on his scouts and had instead entrusted player-acquisition decisions to mathematical models developed by a young, Harvard-trained statistical wizard on his staff. What happened next has become baseball lore. The A’s, a small-market team with a paltry budget, ripped off the longest winning streak in American League history and rolled up 103 wins for the season. Only the mighty Yankees, who had spent three times as much on player salaries, won as many games. The team’s success, in turn, launched a revolution. In the years that followed, team after team began to use detailed predictive models to assess players’ potential and monetary value, and the early adopters, by and large, gained a measurable competitive edge over their more hidebound peers.
That’s the story as most of us know it. But it is incomplete. What would seem at first glance to be nothing but a memorable tale about baseball may turn out to be the opening chapter of a much larger story about jobs. Predictive statistical analysis, harnessed to big data, appears poised to alter the way millions of people are hired and assessed.
Yes, unavoidably, big data. As a piece of business jargon, and even more so as an invocation of coming disruption, the term has quickly grown tiresome. But there is no denying the vast increase in the range and depth of information that’s routinely captured about how we behave, and the new kinds of analysis that this enables. By one estimate, more than 98 percent of the world’s information is now stored digitally, and the volume of that data has quadrupled since 2007. Ordinary people at work and at home generate much of this data, by sending e-mails, browsing the Internet, using social media, working on crowd-sourced projects, and more—and in doing so they have unwittingly helped launch a grand new societal project. “We are in the midst of a great infrastructure project that in some ways rivals those of the past, from Roman aqueducts to the Enlightenment’s Encyclopédie,” write Viktor Mayer-Schönberger and Kenneth Cukier in their recent book, Big Data: A Revolution That Will Transform How We Live, Work, and Think. “The project is datafication. Like those other infrastructural advances, it will bring about fundamental changes to society.”
Some of the changes are well known, and already upon us. Algorithms that predict stock-price movements have transformed Wall Street. Algorithms that chomp through our Web histories have transformed marketing. Until quite recently, however, few people seemed to believe this data-driven approach might apply broadly to the labor market.
Continue reading at: The Atlantic