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HR Analytics Certificate - Using Analytics to Improve People Decisions

IntroductionProgramme OutlineTestimonials


Using Analytics to Improve People Decisions (Foundation Level)



As HR practitioners, are you able to forecast which employees are at risk of leaving? Can you help improve the organisation’s engagement level? Are you well equipped to drive better compensation and benefits design?

Leading companies such as Google and Starbucks have adopted data-driven approaches to make decisions about their employees. Best Buy, an electronics retail store in the USA, found that a 0.1% increase in their employee engagement at a particular store translates into a US$100K increase in the store’s operating revenue. AT&T and Google found that, for their companies, the ability to take initiative, rather than stellar academic records from prestigious schools is a far better predictor of high performance on a job. These companies leverage on employee and other data extensively to help them make objective HR decisions.

The application of talent analytics to enhance the value of companies is well recognised. However, the challenge faced by HR practitioners is i) knowing WHAT to analyse (to identify the kind of analyses that will help them make better people decisions) and ii) knowing HOW to analyse (to have the knowledge and be proficient in the use of analytical tools to undertake analytics). This intensive two-day programme aims to address the challenges outlined above, and equip the HR practitioners to be more competent and confident in making sense of data for enhanced people decisions.



Why HR Analytics

The application of HR analytics to enhance the value of companies is one of the hottest topics for HR practitioners today.  In the article ‘Competing for Talent Analytics’, Professor Thomas Davenport and his team noted that early adopters of HR analytics have created a tangible value for themselves by applying the use of data and tools to people processes and that these organisations have a hard-to-replicate competitive advantage. The diagram below shows 6 kinds of analytics suggested by Professor Davenport:



Programme Objectives

  • To address the state of HR analytics today.
  • To raise the level of competency of HR professionals in the use of analytics to undertake basic and intermediate level data analysis and examine basic multivariate models.  This will include a discussion of the various types of data and their relationship to analytical outcomes.
  • To infuse in participants the knowledge to enlarge the scope and depth of the application of analytics to obtain insights that are most valuable to their companies.
  • To examine common pitfalls in the use of analytics in HR.
  • To prepare participants for analytics to play a bigger role in their organisation.


Programme Highlights

This is a highly interactive programme where class sharing, discussion and exercises will be employed alongside with analytical software hands-on practices to help participants grasp the gist of HR analytics.


Who should Attend

This programme is recommended for executives who are involved in HR functions.  It will also be meaningful for participants of the same company to attend as a group which would facilitate discussions and reflection of action plans for their company.


Snapshots of Classes












Professionals Management Toolkit Series

The HR Analytics Certificate: Using Analytics to Improve People Decisions programme is part of the Professionals Management Toolkit (PMT) Series. Participants who successfully complete 6 programmes offered by SMUA-HCML within 5 years will receive the Certified Professional Business Manager (CPBM). For example:

PMT Programmes
COMM – Advanced Communication Strategies
STRATEGY – Middle Managers’ Role in Strategy Implementation
FINANCE – Finance for Professionals
ANALYTICS – Analytics for Better Decision Making
LEADERSHIP – Complete any 2 modules from Executive Certificate in Leadership & People Management (70% WSQ Course Fee Grant available)
HR – Complete any 1 module from HR Graduate Certification (70% WSQ Course Fee Grant available)
      – HR Analytics Certificate (Foundation Level)
      – Certified HR Analytical Professional (Advanced Level)


Programme Requirements

Participants have to meet a minimum attendance rate of 75% and are required to undergo an assessment at the end of the programme. Only upon meeting the minimum attendance rate and passing of the assessment, will participants be issued a Certificate of Completion.

Participants who failed the assessment will be given a chance for re-assessment at a re-assessment fee of SGD481.50 (including GST). Each participant is allowed up to 1 re-assessment. The re-assessment has to be taken within 1 month following the last attempt. The re-assessment will be held on a weekday specified by CPS.

Participants who meet the minimum attendance rate but do not achieve a pass for the assessment will be issued a Certificate of Participation.


Competency Levels

HR analytics competency levels may be classified as foundation level, which allows the practitioner to undertake most descriptive data analyses, and advanced level, which allows for analyses that yield predictive and prescriptive insights.  The HR Analytics Certificate: Using Analytics to Improve People Decisions programme enables participants to undertake descriptive analyses and some predictive analyses.  Participants who have successfully completed the HR Analytics Certificate: Using Analytics to Improve People Decisions programme may continue to take the Certified HR Analytical Professional (Advanced Level) programme.



Programme Schedule

Intake 3: 20 to 21 July 2017 (9.00am – 5.00pm)   Fully Subscribed

Intake 4: 4 to 5 September 2017 (9.00am – 5.00pm)   Fully Subscribed

Intake 5: 1 to 2 March 2018 (9.00am – 5.00pm)  Open for Registration Now

Waiting List: From time to time, seats in current or upcoming intakes may be opened up. Please email your (i) full name, (ii) job designation, (iii) company name, (iv) contact no. and (v) intake to be registered on our waiting list.



Programme fee   :    SGD1,712.00 (including GST) per person
Programme fee after 50% e2i Funding*   : SGD   912.00 (including GST) per person

Fees include tuition, course materials, instructors’ fees, 2 tea break refreshments per day (excluding lunch) during the programme, software used during the programmes (installed in SMU's computer systems) and 1 assessment per person for the programme.

Re-assessment fee at SGD481.50 (including GST) per attempt, up to a maximum of 2 reassessments per person.
* e2i Funding 
Please note that participant must fulfil ALL the following requirements to be eligible for the 50% funding:
  1. Singapore Citizen or Permanent Resident
  2. A HR Professional
  3. Not employed by a Government Agency e.g. Ministry, Statutory Board, Organisation of State etc. (if company sponsored)
  4. Not receiving any other funding from government sources (SkillsFuture Credit & UTAP are excluded)
  5. Achieve 100% attendance rate and sit for all assessments for the programme
  6. Duly complete the programme's end-of-course evaluation form


SkillsFuture Credit

Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to SGD500) to defray part of the course fee. Please click here for the User Guide on how to claim for SkillsFuture Credit.  Claim should be submitted via the SkillsFuture Credit Portal (click here).  


Union Training Assistance Programme (UTAP)

All NTUC union members are eligible for UTAP funding (up to SGD250 per annum).  Please click here for more information on UTAP and application. 



Singapore Management University



Refreshments will be provided for the 2 tea breaks each day during the programme. Lunch is not provided. Refreshments provided are “no pork no lard”. If you have special dietary requirements, please inform us accordingly.


Programme Policies

For CPS’s policy on registration / substitution / deferment / withdrawal / refund, please click here.




Chief Executive, Blue-dge Analytics and Consulting
SMU Adjunct Faculty

Raymond is a thought-leader in the field of data analytics.  He has been the anchor of SMU’s CRM and data-driven insights programmes for both undergraduate and postgraduate levels for a decade.   He is highly sought after as a speaker by international conference organisers in these specialised fields.  Some of the topics he has spoken on recently include ‘Developing an effective customer intelligence framework to drive retention’, ‘Ensuring superior customer information and knowledge through better design and analysis of information’, ‘Winning the number game: Transforming valuable customer data & information into customer intelligence’, and `Unleash the full power of customer relationship management: The total customer intelligence and holistic implementation approach’.   He regularly contributes to the Singapore Business Review. 

Raymond is the Chief Executive of Blue-dge Analytics and Consulting, a company formed by a team of high calibre research and advisory staff to offer consultancy and advanced research services to clients. In 2005, London Weekly Telegraph regarded it as the “best-in-class, dynamic, exciting and shaking up the world of insights”. Other publications such as the Singapore Business Review had regarded his company as the ‘gem of top companies’.  In 2009, Raymond received the Spirit of Enterprise award in Singapore.  He had leveraged on his expertise in the field of data analytics and expanded his consultation to include both customer analytics and HR analytics, with the latter being an important focus for his company.

Raymond obtained his Ph.D. from the University of Western Australia, Master of Business Administration degree from the University of Strathclyde and Bachelor degree from the National University of Singapore.  He had authored the book ‘Maximising Profits: The Customer Centric Approach’ which was published by Prentice Hall in 2003.





What our participants said about the programme:

Click on the image below for insights to HR Analytics, as well as the interview with Dr Raymond Teo and the inaugural intake’s participants:






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Programme Outline
  • State-of-the-art in the field of HR analytics

    – HR questions that can be answered with  HR analytics
    – Kinds of analytics that address talent questions
    – Leading and lagging indicators and their relationship to HR analytics
    – Linking HR practices to business outcomes


  • Knowledge and development of competencies in HR analytics

    – Principles of research and survey designs
    – Types of data
    – Relationship between data types and analytical methods
    – Analysing and comparing human capital facts (basic level)
    – Performing human capital investment and talent data modelling (intermediate level)
    – Advanced analytics* in HR (the use of structural equation modelling and choice modelling techniques)

    * These methods require a long learning curve and discussions will focus on knowing their application rather than on skill development.

  • Planning for analytics in an organisation

    – HR analytics planning considerations
    – Avoiding common pitfalls
    – Decisions to setting up analytics team or outsourcing
    – HR analytical competencies


  • What is next for HR? (Implications for you)

What Participants Say


“Excellent trainer!”

Goh Siew Siew
Senior Assistant Director
Ministry of Education
“Love some of the examples, range was good to include various industries (tech, finance etc). Very relevant materials.”

Cassandra Lum
Senior HR Specialist
Twitter Asia Pacific
“Dr Raymond Teo was extremely systematic in delivering the topics which was crucial in helping me understand key concepts and grasping analytical methods.  The course features an ample amount of ‘best practices’ and case studies that are discussed in class are very useful.”

Jasmine Tan
Audit Talent Manager
Deloitte & Touche 
“Trainer has a passion and is clearly seen from his engagement and additional help offered.”

Lynette Tan
HR Manager, Systems & Analytics
Schenker (Asia Pacific)

“Use of case studies helps in understanding and application of the concepts.”

Alethea Liew
Assistant Director 
Ministry of Education


“It is a deliberately thought-out, methodical, logical course structure.  Participants through the CPS’ programme can easily contextualise HR analytics into their respective businesses.”

Hirman Abdullah
Head of HR 
Bird & Bird ATMD LLP


“Unlike most institutes which offer quantitative or business analytics courses, CPS’ programme has direct relevance for HR professionals.”

Foo Mui Leng
Head, Human Capital
Dairy Farm


“Great in totality. Very logical approach on each method presented.”

Lau Ju-Lyn
HR Business Partner
ANZ Bank


“All components of this course were useful.”

Malathy d/o Kamalakaran
Assistant Director, Human Resources and Administration
Embry-Riddle Aeronautical University, Asia


“Getting to try out SPSS and learning that MS Excel has an analysis tool are useful!  I never knew MS Excel can perform basic analysis (descriptive stats) other than V-Lookup or Pivot.  Gaining industry insights from coursemates is also useful.”

Angeline Ng


“The concepts were well presented…”

Ang Yee Ling
Deputy Director (HR)


“Thank you Raymond for your enthusiasm to break through the first mindset barrier of what analytics is about and encouragement to continue develop ourselves for it.”

Caren Tan
HR Director
Terumo BCT (Asia Pacific) Limited


Last updated on 16 Jun 2017 .