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People Analytics: Big Data also has an impact on talent management
07 de February de 2020
Get all the details on the webinar on People Analytics organized by EAE Alumni and led by Telefónica analyst Delia Majarín.
Big data analytics are commonly associated with customer segmentation to improve advertising, and the optimization of business processes, such as delivery routes and stocks. However, over time, big data analytics has gradually expanded its scope, enabling the development of other concepts that encompass other areas and strengthen other fields. One such case is People Analytics. Within the framework of a webinar organized by the Alumni Department, the analyst at Telefónica, Delia Majarín, examined all the aspects of this interesting topic.
After an introduction from the lecturer Víctor Fermosel, the Telefónica analyst and psychologist explained that the talk would focus on an overview of how big data has been applied to Human Resources over the last few years to get to know, understand and help employees and their development within companies. “Big data has arrived quite late to the HR, but now it is here to stay”.
With respect to a definition, Majarín explained that, for her, People Analytics (PA) is a “discipline that enables you to exploit data and gain insights from statistics, based on which you can make decisions”. Therefore, she clarified that, in this case, we aren’t talking about big data, but rather smart data, as the aim of People Analytics is not about quantity, but rather gathering quality data that is also processed and used efficiently. “Our goal is to take advantage of this data in an intelligent way, in order to find precise information”.
Moreover, Majarín specified 3 benefits of People Analytics: 1) It helps to make better decisions. In this case, she emphasized that data is used to gain insights into the employees and internal processes of the company to make more effective decisions about the future; 2) Efficiency. People Analytics “helps to automate processes, obtain insights and KPIs. It helps to draft better reports and see things that you didn’t see before”; 3) Personalization. Lastly, Majarín highlight this new tool’s capacity for getting to know employees better and being able to offer them a better experience in their jobs.
As Majarín explained each of the points on the topic, the lecturer Fermosel asked questions that not only helped the participants get a more in-depth understanding, but also provided an opportunity to look at examples that facilitated the explanation. In addition, using the hashtag, #EAEConference, students and interested participants could ask questions and take part in what turned out to be a rich discussion.
For instance, via Twitter, an EAE student asked about the sensitivity and protection of data when applying People Analytics. After thanking him for the relevant question, Majarín explained that PA may deal with data that is classified as sensitive (religion, ethnicity, etc.) and we have to be extremely careful when using them. Moreover, she underlined the existence of the GDPR, which regulates every aspect of gather and using data. The session ended with an interesting reflection from the Telefónica analyst Delia Majarín: “To achieve excellence in People Analytics, we have to take 4 pillars into account: quality data, adequate technology, well-trained team, and promoting the value of the data. Bearing these factors in mind is the only way in which this discipline can succeed”.