The Fundamentals of People Analytics

This open access book prepares current and aspiring analytics professionals to effectively address this need by curating key concepts spanning the entire analytics lifecycle, along with step-by-step instructions for their applications to real-world problems, using ubiquitous and freely available open-source software. This book does not assume prior knowledge of statistics, how to query databases, or how to write performant code; early chapters include an introduction to R and SQL as well as an overview of statistical foundations.



Human capital is an organization’s most important asset. Without the knowledge and skills of people, an organization can accomplish nothing. The acquisition, development, and retention of critical talent has become increasingly more complex and challenging, and organizations are making significant investments to gain a deeper, data-informed understanding of organizational phenomena impacting the bottom line. 



By the end of this book, readers will be able to:
• Design and conduct empirical research
• Query and wrangle data using SQL
• Profile, clean, and analyze data using R
• Apply appropriate statistical and ML models to a range of people analytics use cases
• Package and present analyses to communicate impactful insights to stakeholders

“Craig has written the long-awaited and arguably most important educational guide for individuals looking to learn the technical aspects of people analytics using R. This is the much-needed tome that everyone has been waiting for, and Craig is amazing for having written it. Well done, Craig!” (Cole Napper, PhD, VP of People Analytics @ Orgnostic)

“This comprehensive volume combines relevant people analytics examples, comprehensive treatment of statistical and analytical considerations and approaches, and useful sample code into a readable and relevant package. This is an essential guide for those in the People Analytics space looking to build their analytical capabilities.” (Alexis Fink, PhD, VP of People Analytics & Workforce Strategy @ Meta)

“If you're looking to level up your HR analytics game and dive deeper into the statistical application and data science approach, Craig Starbuck's take on people analytics is a must-read. His expertise in people analytics and statistical analysis shines throughout the book, making complex concepts understandable and actionable. What I appreciate most about this book is the step-by-step approach to statistical modeling, machine learning, and data visualization. This book goes beyond basic descriptive statistics to give you the tools you need to make meaningful insights and predictions from your HR data. Whether you're a seasoned HR professional or just starting out in the field, I would highly recommend this book. It's a comprehensive and practical guide to people analytics that will help you harness the power of data to drive better outcomes for your organization and your employees.” (Ethan Burris, PhD, Senior Associate Dean for Academic Affairs and Professor of Management @ University of Texas at Austin)

“In his outstanding book, The Fundamentals of People Analytics, Craig Starbuck has condensed graduate-level research methods and statistical courses into an easily accessible handbook. Covering all major aspects of the quantitative research process as well as providing easily understood examples and accompanying R code, this book is a true gem for analytics professionals at all levels of experience. Craig Starbuck's clear and concise writing style makes the book an ideal quick reference guide, while his expert insights and practical tips are invaluable for those grappling with complex real-world problems. I highly recommend this book to anyone looking to enhance their skills in people analytics or seeking a valuable resource for on-the-job problem-solving.” (Scott Hindes, PhD, Sr. Research Scientist @ Amazon)

“It's important for people analytics to be done right. To do people analytics right, you need a foundation in statistics. To get a comfortable foundation in statistics along with an introduction to a powerful analytical tool, read this book.” (Amit Mohindra, EdD, CEO @ People Analytics Success)

“Craig Starbuck has made a tremendous contribution to the fieldof people analytics with The Fundamentals of People Analytics. The book provides a comprehensive overview of people analytics that spans both the theory and application of analytics. It also covers the requisite social science research methods and technical skills needed to elevate impact by addressing some of the most complex and nuanced challenges in people analytics. Moreover, what makes the book such an important contribution to the field is its accessibility, as it will suit both the technical and non-technical as well as current and aspiring people analytics professionals. As an experienced practitioner and I/O psychologist himself, Craig infuses his knowledge and practical experience of successfully delivering people analytics in companies such as Mastercard, Robinhood, and Roku throughout the book.” (David Green, Managing Partner at Insight222, Co-Author of Excellence in People Analytics, and Host of the Digital HR Leaders podcast)

Craig Starbuck is a leading expert in people analytics, who has built and led successful people analytics teams at Roku, Robinhood, Mastercard, Equifax, and TD Ameritrade, after spending a decade in various data engineering and analytics positions in the banking and health care industries. He is the Co-Founder and Chief Data Scientist at OrgAcuity, a tech company with a mission to democratize access to people analytics, and a Member of the Society for Industrial and Organizational Psychology (SIOP).