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HR Analytics Certificate - Using Analytics to Improve People Decisions

IntroductionProgramme OutlineTestimonials


(Foundation Level)


Programme Code: CRS-N-0044321
Funding Validity Period: 8 Nov 2017 - 30 Sep 2020


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 competency level 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













Certified Professional Business Manager (CPBM)

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:

Please click here for CPBM details and list of programmes.



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 (incl. 7% GST). Each participant is allowed up to 2 re-assessments. The first re-assessment has to be taken within 1 month following the last attempt and will be held on a weekday specified by SMU Academy.

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 9: 14 to 15 February 2019 (9.00am – 5.00pm)  Fully Subscribed

Intake 10: 9 to 10 May 2019 (9.00am – 5.00pm)  Fully Subscribed

Intake 11: 15 to 16 August 2019 (9.00am – 5.00pm)  Fully Subscribed

Intake 12: 21 to 22 November 2019 (9.00am – 5.00pm)  5 Seats Left

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.



Full Fee:
SGD1,712.00 (incl. 7% GST) per person


For Singapore Citizens / Permanent Residents
Fee payable to SMU after 70% SSG Funding:
SGD513.60 (incl. 7% GST) per person


For Singapore Citizens aged 40 years & above
Fee payable to SMU after 70% SSG Funding & 20% SkillsFuture Mid-Career Enhanced Subsidy:
SGD193.60 (incl. 7% GST) per person


For Singapore Citizens aged 35 years & above (13 years & above for Persons with Disabilities) and earning a monthly income of not more than SGD2,000  
Fee payable to SMU after 70% SSG Funding & 25% Workfare Training Support Scheme:
SGD113.60 (incl. 7% GST) per person


For SMEs* sponsoring their employees who are Singapore Citizens / Permanent Residents
Fee payable to SMU after 70% SSG Funding & 20% Enhanced Training Support for SMEs
SGD193.60 (incl. 7% GST) per person


Fees include tuition, course materials, instructor's fee, 2 tea break refreshments per day (excl. lunch) during the programme and 1 assessment per person for each programme.

Re-assessment fee at SGD481.50 (incl. 7% GST) per attempt, up to a maximum of 2 re-assessments per person.  Please note that re-assessment fee is not supported by the SSG Funding.

The first re-assessment has to be taken within 2 weeks after the notification of result. The first re-assessment will be held on a weekday specified by SMU Academy and conducted from 6.30pm to 8.30pm.



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. With effect from 19 May 2017, SkillsFuture Credit claim will only be paid directly to the training provider from SkillsFuture Singapore.  Claim should be submitted via the Training Exchange (click here) and SMU Academy has to be informed on the Claim ID no. and claim amount in order for the correct payable course fee amount to be reflected on the invoice.  Please click here for the User Guide on how to claim for SkillsFuture Credit.

IMPORTANT For the HR Analytics Certificate - Using Analytics to Improve People Decisions programme, please search for course code CRS-N-0044321 for your SkillsFuture Credit claim submission. 


Absentee Payroll:
Companies who sponsor their employees for the programme are eligible to apply for absentee payroll via the SkillsConnect system.  For more information, please visit SkillsConnect.


*Enhanced Training Support for SMEs:
SMEs must meet all of the following criteria:

  1. Organisation must be registered or incorporated in Singapore
  2. At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
  3. Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than SGD100 million
  4. Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
  5. Trainees must be Singapore Citizens or Singapore Permanent Residents


Union Training Assistance Programme (UTAP)

All NTUC union members and self-funding 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

Please click here for the programme policies on registration / substitution / deferment / withdrawal / refund.




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

Raymond is a thought-leader in the field of customer and human capital analytics.  He is sought after as a speaker by international conference organisers in these specialised fields. He regularly contributes to the Singapore Business Review in the area of customer and HR analytics.

He 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, Dr. Teo 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 now.

Raymond obtained his Ph.D. from the University of Western Australia, MBA degree from the University of Strathclyde and Bachelor degree from the National University of Singapore.  He is also an adjunct faculty of SMU, offering insights and analytics related programmes at both undergraduate and postgraduate levels.





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


“Extremely clear explanations and insightful, and applicable tips by Prof Teo.  Would recommend this course to all HR professionals.”

Deborah Ng
Assistant Manager (Talent Development)
Ministry of Communications and Information


“Thanks for the wonderfully organised programme.”

Ruby Nahar
Assistant Manager
Global Indian International School


“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


“The usage of Excel to apply some analytical methods is useful.”

Annie Hon
Regional HR Consultant, Asia
Jardine Lloyd Thompson


“Case study of how analytics was applied in organisation in revolving real people matters challenges. Software application of modeling and most importantly the use of Excel to do simple data analysis. These were most useful.

Daphne Wee
Assistant Director
Public Service Division



Last updated on 12 Dec 2018 .