The ROI of People Analytics from Aptitude Research - Madeline Laurano - #183

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Check out this episode of the #1 people analytics podcast with special guest, Madeline Laurano, Founder and Chief Analyst at Aptitude Research!

Host Cole Napper sits down with Madeline to unpack the real ROI of people analytics, drawing from Aptitude Research’s findings that only about 18 percent of HR leaders even track it while talent acquisition leaders lag further behind. They explore the critical gap between traditional HR metrics like time-to-fill that business executives largely ignore and the outcomes that actually matter at the C-suite level—retention, productivity, revenue impact, and cost. The conversation digs into how the pandemic-era technology buying spree left many organizations with underused systems whose data makes little sense, creating barriers that people analytics teams must now navigate by collaborating more closely with CFOs rather than operating in silos. Madeline and Cole contrast how HR leaders and analytics practitioners define ROI, emphasizing costs, benefits to the business and employees, and realistic payback periods that can shrink to months with AI rather than the multi-year horizons once common in HR tech. They discuss the need for ongoing measurement instead of once-a-year calculations, the value of distinguishing direct from indirect returns, and the simple power of “journaling” executive priorities to build credibility. Strategic workforce planning emerges as both a long-standing passion and source of frustration for Madeline—too often treated as a start-and-stop exercise triggered by layoffs or relocations—yet newly urgent amid AI-driven restructuring of how work and tasks get done. Cole outlines the extensive data required to assess AI’s true workforce impact: third-party skills and task information, actual usage from tools like Gemini or Claude, internal productivity metrics, non-employee labor contributions, and full cost comparisons including human labor versus AI tokens. Vendors claiming to have solved this, they agree, simply do not yet possess that complete picture. The pair also examine what it means to be an independent HR industry analyst: conducting quantitative surveys, qualitative interviews, and endless vendor demos to deliver market clarity and informed forecasts, while relying on hard-won judgment and d