This area is about gathering and using data and information to provide insights into people issues and guide decision-making.

It involves understanding research design, framing of questions, and the quantitative and qualitative techniques which help to address organisational issues or challenges.

Analytical consulting enables the exploration of issues and problems in a methodical way, in order to shape solutions. Approaches will involve knowledge of statistical analysis, interpretation and presentation of data in a meaningful way.

This combination of people intelligence, combined with improved decision-making, should maximise our ability as people professionals to make informed and actionable recommendations.

Data transparency relating to the workforce is critical if data is to be used by line managers in their decision-making [...] Individuals in organisations with strong people analytics cultures also report strong business outcomes. People analytics cultures are also positively related to perceptions of HR strategy, demonstrating their importance in organisations wishing to improve overall outcomes."

CIPD 'People analytics: driving business performance with people data' (2018: 35)

People analytics standards

Each standard progresses through four levels of impact. Which level do you most embody in your day-to-day work?

Foundation level Associate level Chartered Member level Chartered Fellow level
At this level you'll understand: At this level you'll understand: At this level you'll understand: At this level you'll understand:
Understanding data How to collect, clean and organise data How to explore data using business intelligence tools, and how to use data responsibly How to responsibly use people data and other data sources to generate insights about the organisation's people How to create and maintain data integrity across the organisation, and use data to drive strategic and operational decision-making
Data technology and platforms The range of data tools, sources and types of data in your organisation, and how to use them How to use complex data tools and platforms, and create queries to generate data How to integrate data and build complex databases, data sources and tools (eg, data warehouses, data lakes) How to design and implement data architectures that meet the needs of the organisation
Analytical consulting How to apply analytical skills to identify and understand people issues within the organisation How to work with stakeholders to develop questions and hypotheses, and provide insight into people-related issues using relevant data How to curate data to give strategic advice which shapes solutions to people issues How to govern the way data is used to resolve and manage people issues across the organisation
Research design How to carry out basic quantitative and qualitative research methods, such as benchmarking techniques How to break down people-related issues into a clear structure, and formulate questions to inform research design How to conduct research design and use appropriate qualitative and quantitative techniques to address issues How to shape research design across the organisation using innovations in practice, to analyse complex people matters
Data analysis How to conduct data analysis (eg, descriptive statistics, correlations, multivariate analysis) How to conduct complex data analysis (eg, using statistical software or programming languages) How to identify complex patterns and relationships in data (eg, using machine learning models, organisation network analysis) How to influence and shape business strategy through insights derived from organisation data analysis
Data science How to create and interpret basic people data models (eg, analysis of data showing changes over time) How to create data models using analytical techniques (eg, machine learning, statistical modelling, predictive analysis) How to interpret and apply complex data modelling to people issues in the organisation How to interpret organisation stakeholder requirements and provide appropriate data models (eg, through self-service dashboards)
Data visualisation How to use appropriate visualisation methods (eg, dashboards, reports) How to design and implement data visualisations (eg, dashboards, reports) How to use storytelling approaches alongside data visualisations to influence decision-making on people issues How to innovate and use emerging good practice in data visualisation to influence strategic decision-making

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