What HR Can Learn from Marketing Analytics

November 1, 2019

What HR Can Learn from Marketing Analytics

Hosted by PepsiCo at their headquarters in Purchase, NY, the 2019 Autumn Global Human Capital Analytics Network Meeting explored how Marketing brings Analytics to the center of the HR function with the goal of identifying and reviewing opportunities for learning and collaboration.

During the meeting, members shared the following topics of interest:

  • Structuring HCA teams
  • Discovering new HR tech platforms
  • Optimizing Workday for Mergers & Acquisitions
  • Utilizing legacy systems
  • Workforce planning
  • Future of work
  • Building a skills ontology
  • Data governance and ethics
  • Workday implementation
  • Evidence-based data management
  • Predictive analytics ethics

Our host shared their systemic approach to growth and commitment to better integration of purpose and acceleration of growth. Soft skills are still key. Analytics teams must find the systems that provide unstructured data, unsupervised machine learning, relevance filtering, and trend identification and prediction to accelerate change and identify opportunities that create new value for the business. Developing custom insights platforms can help organizations take a more proactive approach when it comes to early trend detection and innovation. Instead of reacting to what the trends are and how competitors respond to them, high-performing teams should be proactive to their data.

Member Roundtable: Aligning Analytics with Marketing

Members discussed their current work and challenges in Employee Experience going digital, increasing diversity, operational vs. reporting analytics teams, predictive vs. incentive analysis, using Workday, and management incentive plans. Asking “What question are you trying to answer for the data or report needed?” is key to helping customers understand that the Analytics team can go beyond just creating data and can be a key player in finding solutions. You must:

  • Talk through the data needed with transparency, including time, level of sophistication, etc.
  • Direct self-service work for employees to build their own dashboards
  • Define reporting vs. analytical work
  • Discover opportunities to collaborate with Total Rewards, Operations, Marketing, and other HR functions

Member Sharing Session: Your Issues and Peer Solutions

Members presented their current work in human capital strategy, succession planning, assessments, data governance, productivity metrics, digital roadmaps, employee benefits costs, and project management redesign. Everyone shared experiences and solutions for utilizing Analytics and technologies to drive growth in the aforementioned topics.

Practice Leader Topic: The State of Analytics Practice in Marketing

Michael Diamond, Academic Director and Clinical Assistant Professor, Integrated Marketing and Communications, New York University

Marketing is bringing Analytics to the center of the function. An evidence-based approach contributes to developing actionable insights and impacting brand health, revenue growth, and improved competitive positioning. HR and Marketing can both benefit and collaborate through the power of Analytics.

It is critical for HR leaders and professionals be “Human-Centered and Data-Driven.” To begin being that, HR professionals should explore what is on the mind of the Chief Marketing Officer (CMO) for ways HR and Marketing can explore opportunities for collaboration.

HR organizations are increasing investments in marketing research and intelligence, consulting, and training. However, soft skills are as critical as functional skills as HR organizations prioritize creativity more than financial acumen and data science, as needed future marketing skills in the hiring process.

The collaboration of Marketing and Analytics is critical. Technology and branding can no longer function successfully without each other. CMOs have to be brand builders and keep their businesses relevant. Marketing has shifted from communicating what to sell and to whom and how to create, capture, and communicate brand value. These pivotal roles share a lot with the skills and ambitions of HR leaders.

Member Presentation: Moments that Matter

This member company’s HR data analytics organization makes its impact by transforming data, suggesting conclusions, and supporting business decision making. Through data management, reporting and security, business analytics, and predictive analytics, the HR data analytics organization guarantees that an employee’s information is safe, accurate, and in compliance with legal requirements.

In the transition from data provider to insights provider, the team transforms deliverables from standard data reporting, ad hoc data reporting, data visualization, and ad hoc predictive services to forecasting, predictive modeling, chat bot interactivity, prescriptive analytics, and more. Driving prescriptive insights at the speed of business produces evolving skillsets, faster and deeper insights, and delivery models for predictive/prescriptive analytics evolving to Moments that Matter. This member shared the team’s real-time customer experience map.

About this Summary

This briefing is for HR leaders outside of Executive Networks. A detailed meeting summary is provided to members and their teams. To request a member list, please contact Executive Networks.

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