HR Analytics Certificate – Using Analytics to Improve People Decisions (Foundation Level)

Programme Code: CRS-N-0044321 (Funding Validity Period: 08 Nov 2017 - 30 Sep 2020)


A compact 2-day programme for HR practitioners who want to become more competent and confident in making sense of data for enhanced people decisions

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.

Next Course Starts On21 Nov 2019 (Thu) See Full Schedule
Fee SGD1712.00* (as low as SGD113.60* after maximum funding) Learn more

2 Days


Singapore Management University

Learning 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.



The application of talent analytics to enhance the value of companies is well recognised. However, the challenge faced by HR practitioners is:

  1. knowing WHAT to analyse (to identify the kind of analyses that will help them make better people decisions) and

  2. 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.

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

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:

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

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.


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 Attendance.


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.


Fees and Funding

FULL FEE S$1,712.00* per person

For Singapore Citizens / Permanent Residents

Fee payable to SMU after 70% SSG FundingS$513.60* per person


Fee payable to SMU after 70% SSG Funding & 20% SkillsFuture Mid-Career Enhanced SubsidyS$193.60* per person
For Singapore Citizens aged 35 years & above (13 years & above for Persons with Disabilities) earning a monthly income of not more than SGD2,000Fee payable to SMU after 70% SSG Funding & 25% Workfare Training Support SchemeS$113.60* per person
For SMEs* sponsoring their employees who are Singapore Citizens / Permanent ResidentsFee payable to SMU after 70% SSG Funding & 20% Enhanced Training Support for SMEs (Please refer to below for ETSS criteria)S$193.60* per person

*incl. 7% GST

Fees include:

  • Tuition
  • course materials
  • instructor's fee
  • 2 tea break refreshments per day (excl. lunch) during the programme
  • 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 SkillsFuture Credit Booklet / 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:

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


Start Date(s)
Intake Information
Intake 914 – 15 Feb 2019 (9.00am – 5.00pm)Fully Subscribed
Intake 1009 – 10 May 2019 (9.00am – 5.00pm)Fully Subscribed
Intake 1115 – 16 Aug 2019 (9.00am – 5.00pm)Fully Subscribed
Intake 1221 – 22 Nov 2019 (9.00am – 5.00pm)Fully Subscribed

Waiting List:

From time to time, seats in current or upcoming intakes may be opened up. Please email the ff. information to be registered on our waiting list:

  • full name
  • job designation
  • company name
  • contact no, and
  • intake


Alternative Programme:

Personal Leadership & Business Success Series: Management Efficacy (12 – 13 Feb 2019) 

This 2-day programme aims to demystify what Analytics is, what it is good for (and not good for), and what are the business issues it can help address.  Key learning outcomes include:

  • Ability to leverage on analytics to grow customer equity through customer acquisition, retention and growth; and
  • Ability to better manage talent and optimise human capital through the use of analytics.

Unlike the HR Analytics Certificate programme which focuses primarily on the analysis of how HR initiatives contribute to business objectives, the Management Efficacy programme examines the linkage of both business issues particularly customer experience and value, and human capital initiatives to business outcomes.  It is also hands-on, with use of licensed analytical software such as SPSS, and Dr Raymond Teo is the facilitator.  Please click here for more programme details.

Participants who have successfully completed and passed the Personal Leadership & Business Success Series: Management Efficacy programme will be accepted for the Certified HR Analytical Professional or Certified Analytical Professional (Advanced Level) programme.

Speaker/Trainer Bio

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, 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 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.



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), MINDEF
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

Additional Details

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.


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