Big data typifies HR's 'search for the silver bullet'

Speaking at a London HR Connection event at the London School of Economics last week, ‘Big Data’ – Big News or Big Hype?, Rob Jones, Head of Organisational Effectiveness at Crossrail, gave his views on the topic that has got HR talking.

“Like everything else, I think the big data thing is appealing because it sounds cooler, it sounds like you need a new iPhone. And it doesn’t require you to read academic journals,” he said.

He revealed that “the first amazing application of big data” was Tesco’s club card.

What impressed him most about the project was how the supermarket chain did not overcorrect with the information gathered: “I remember interviewing their Head of Space Planning. He said one of their breakthrough insights was that they would sell more hot chickens if they put it next to the Worthington Best Bitter.