Más allá del dashboard: estado, retos y oportunidades de People Analytics en Colombia. Un estudio mixto exploratorio – descriptivo
Keywords:
People Analytics, HR Analytics, Analytical Maturity, AI Governance, ColombiaAbstract
This study aims to deepen the conceptualization and application of People Analytics (PA), assess its maturity level in Colombia, describe the primary tools and professional profiles employed, and propose governance and ethical guidelines aligned with nati onal regulations and laws. Design/methodology/ approach: A mixed -methods cross -sectional study was conducted, utilizing secondary data from a survey (n = 44) and four semi -structured interviews with professionals engaged or interested in PA. Participants were recruited from companies located in the Mamonal indu strial zone in Cartagena, Bolívar, Colombia, using convenience and snowball sampling via LinkedIn. Original data collection was performed in 2024. Analysis included descriptive statistics and thematic qualitative analysis. Findings: Results indicate that 50% of respondents resided in Cartagena (22/44), while 20.5% worked remotely for international companies (9/44). Most organizations operated at a descriptive analytics maturity level (n = 23), reflecting limited analytical advancement t. Dedicated PA teams were scarce: no exclusively assigned personnel (n = 13), teams integrated within HR (n = 11), and formal teams (n = 10). The most widely used tools were Excel (70.5%), Power BI (54.5%), SPSS, and SQL (31.8% each), with intermediate adoption of Python and R (27.3% each). Originality/value: This research presents an empirical assessment of PA maturity in a developing economy, highlighting a transitional phase dominated by reporting and business intelligence, with a notable gap between strategic ambition and advanced analytical capability. The study contributes actionable governance frameworks, including ethics -by-design, bias evaluation, and regulatory compliance measures, to support the transition toward diagnostic, predictive, and prescriptive analytics while ensuring legal security and organizational legitimacy.
Downloads
References
Angrave, D., Charlwood, A., Kirkpatrick, I., Lawrence, M., & Stuart, M. (2016). HR and analytics: Why HR analytics isn’t delivering—and how it could. Human Resource Management Journal, 26(1), 1–11. https://doi.org/10.1111/1748-8583.12090
Davenport, T. H., Harris, J., & Shapiro, J. (2010). Competing on talent analytics. Harvard Business Review, 88(10), 52–58.
Edwards, M. R., & Edwards, K. (2019). Predictive HR analytics: Mastering the HR metric (2nd ed.). Kogan Page.
European Commission. (2024, agosto 1). AI Act enters into force. https://commission.europa.eu/
Gartner. (2012). Descriptive, diagnostic, predictive and prescriptive analytics [Concept note].
Green, J., & Ferrar, D. (2021). Excellence in People Analytics. Kogan Page.
Król, A., & Zdonek, D. (2020). Analytics maturity models: An overview. Information, 11(3), 142. https://doi.org/10.3390/info11030142
Leonardi, P. M., & Contractor, N. (2018). Better people analytics. Harvard Business Review, 96(6), 70–81.
Margherita, A. (2022). Human resources analytics: A systematization of research topics and directions for future research. Human Resource Management Review, 32(2), 100795. https://doi.org/10.1016/j.hrmr.2020.100795
Marler, J. H. (2020). HR/People analytics. En T. Bondarouk & S. Fisher (Eds.), Encyclopedia of Electronic HRM (pp. 283–287). De Gruyter. https://doi.org/10.1515/9783110633702-043
Marler, J. H., & Boudreau, J. W. (2017). An evidence-based review of HR Analytics. The International Journal of Human Resource Management, 28(1), 3–26. https://doi.org/10.1080/09585192.2016.1244699
McKinsey Analytics. (2020). How to be great at people analytics. McKinsey & Company.
Parlamento Europeo y Consejo de la Unión Europea. Reglamento (UE) 2016/679 de 27 de abril de 2016 relativo a la protección de las personas físicas en lo que respecta al tratamiento de datos personales y a la libre circulación de estos datos (Reglamento general de protección de datos). Diario Oficial de la Unión Europea, L 119, 1–88. http://data.europa.eu/eli/reg/2016/679/oj
Parlamento Europeo y Consejo de la Unión Europea. Reglamento (UE) 2024/1689 de 13 de junio de 2024 por el que se establecen normas armonizadas en materia de inteligencia artificial (Ley de inteligencia artificial). Diario Oficial de la Unión Europea, L. http://data.europa.eu/eli/reg/2024/1689/oj
Raghavan, M., Barocas, S., Kleinberg, J., & Levy, K. (2020). Mitigating bias in algorithmic hiring: Evaluating claims and practices. Proceedings of the 2020 Conference on Fairness, Accountability, and Transparency, 469–481. https://doi.org/10.1145/3351095.3372828
re:Work with Google. (s.f.). Guide: Understand team effectiveness. Recuperado el 3 de diciembre de 2024, de https://rework.withgoogle.com/
República de Colombia. Congreso de la República. (1991). Constitución Política de Colombia.
República de Colombia. Congreso de la República. (2008, diciembre 31). Ley 1266 de 2008. Por la cual se dictan las disposiciones generales del hábeas data y se regula el manejo de la información contenida en bases de datos personales, en especial la financiera, crediticia, comercial, de servicios y la proveniente de terceros países y se dictan otras disposiciones. Diario Oficial No. 47.185.
República de Colombia. Congreso de la República. (2009, enero 5). Ley 1273 de 2009. Por medio de la cual se modifica el Código Penal, se crea un nuevo bien jurídico tutelado – denominado “de la protección de la información y de los datos” – y se preservan integralmente los sistemas que utilicen las tecnologías de la información y las comunicaciones, entre otras disposiciones. Diario Oficial No. 47.223.
República de Colombia. Congreso de la República. (2012, octubre 17). Ley Estatutaria 1581 de 2012. Por la cual se dictan disposiciones generales para la protección de datos personales. Diario Oficial No. 48.587.
República de Colombia. Presidencia. (2013, junio 27). Decreto 1377 de 2013. Por el cual se reglamenta parcialmente la Ley 1581 de 2012. Diario Oficial No. 48.523.
República de Colombia. Presidencia. (2015, mayo 26). Decreto 1074 de 2015. Decreto Único Reglamentario del Sector Comercio, Industria y Turismo. Diario Oficial No. 49.523.
Superintendencia de Industria y Comercio. (2023). Guía para el uso responsable de IA.
Superintendencia de Industria y Comercio. (2024). Lineamientos para gestión del riesgo en IA de alto impacto.
Tambe, P., Cappelli, P., & Yakubovich, V. (2019). Artificial intelligence in human resources management: Challenges and a path forward. California Management Review, 61(4), 15–42. https://doi.org/10.1177/0008125619867910
Tursunbayeva, A., Di Lauro, S., & Pagliari, C. (2018). People Analytics—A scoping review of conceptual boundaries and value propositions. International Journal of Information Management, 43, 224–247. https://doi.org/10.1016/j.ijinfomgt.2018.08.002
West, M. (2019). People Analytics for Dummies. Wiley.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Gerencia Libre
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
