Data Mining Moves to Human Resources

The chart looks like colorful pop-art doughnuts flying through space. The message, though, is anything but playful. Based on a mathematical analysis of work at an undisclosed Internet company, each circle represents an employee. Those who generate or pass along valuable information within the company are portrayed as large and dark-colored. And the others? "On a relative scale, they don't add a hell of a lot," says Elizabeth Charnock, chief executive of Cataphora, the Redwood City (Calif.) company that carried out the study for a client. The upshot for managers faced with a mandate to downsize: Small and pale circles might be a good place to start cutting.

For most of its eight-year history, Cataphora has focused on digital sleuthing. The company hunts for statistical signs of fraud. But in the past few years, Cataphora has been dispatching its data miners into a new market: statistical studies of employee performance.