HR is in a transformative phase. "Offensive HR" enabled by the total HR solution "HUMAnalytics" (Part 1)

Dentsu International Information Services Co., Ltd. (ISID), Dentsu Digital Inc., and Ignition Point Inc. provide "HUMAnalytics," a comprehensive HR (data-driven HR) solution that bridges management strategy and HR strategy to support companies in managing their human capital. This solution encompasses HR system infrastructure, consulting, and data analysis, enabling end-to-end resolution of HR department challenges.

Why is a trinity-based total HR solution needed now? We interviewed Mr. Yusuke Ninomiya of ISID, Mr. Ken Yamada of Dentsu Digital Inc., and Mr. Yuki Fukui of Ignition Point Inc., who were involved in the project. In Part 1, we hear about the development background of "HUMAnalytics" and its unique features.

Aiming for a Data-Driven HR Transformation and Ensuring Solid PDCA Cycles

Q. HUMAnalytics is a total HR solution provided by three companies: ISID, Dentsu Digital Inc., and Ignition Point Inc. What challenges led to its development?

Ninomiya: After joining ISID, I was responsible for "POSITIVE," our core HR system designed to improve operational efficiency. Starting in 2023, I also took on planning new services. However, while providing "POSITIVE," I noticed that management at client companies were increasingly interested in advancing HR strategies integrated with business operations and in data-driven HR, rather than traditional operational HR. Therefore, we decided to develop a new solution through a three-company collaboration: ISID would handle system development based on "POSITIVE" and oversee the entire project, Dentsu Digital Inc. would manage data analytics, and Ignition Point Inc. would focus on identifying HR challenges and formulating strategies.

Q. How does "HUMAnalytics" differ from existing core HR systems?

Yamada: POSITIVE, the integrated HCM solution developed by ISID, is a core HR system that manages HR, payroll, attendance, workflows, and talent management. It has been implemented in over 2,700 companies and is widely used as a highly valuable system.

Meanwhile, there is a growing movement to leverage HR (human resource) data to enhance HR operations. As the shift towards AI and data-driven business accelerates, we are entering a new phase where data is utilized for more sophisticated decision-making and optimized HR. Against this backdrop, "HUMAnalytics" leverages HR data stored in "POSITIVE" and other HR systems to provide next-level insights.

Recently, specialized tools focused on specific functions, such as talent management tools, have also become more prevalent. However, these tools, precisely because they are specialized, tend to target limited areas. In contrast, "HUMAnalytics" features a menu encompassing strategy, infrastructure, and data analysis, enabling it to comprehensively address the challenges faced by HR departments.

Q. HUMAnalytics is described as revolving around four cycles: strategic consulting, data visualization, data analytics, and ongoing consulting. Is this the solution's greatest strength?

Yamada: Yes, that's correct. Its defining feature is the ability to leverage HR data and effectively execute the PDCA cycle. Traditional HR systems often fragmented this cycle. For instance, if an organization wanted to "enhance talent management," they could implement an HR evaluation system. However, determining how to validate the data and translate it into actionable strategies required either internal re-evaluation or outsourcing to a consulting firm. Furthermore, even if HR data could be collected and visualized, deepening the analysis required relying on external data vendors. Within the HR domain, the areas of expertise among various players are highly specialized, meaning HR departments had to engage with multiple vendors.

Yamada: That's why HUMAnalytics integrated these four cycles into a single process. We collect and visualize HR data stored in proven core HR systems like "POSITIVE" and other HR systems, creating a data platform by cross-referencing it with HR challenges. Then, Dentsu Digital Inc. performs its specialized data analysis. Furthermore, Ignition Point Inc. sets goals and KPIs for the client company's HR challenges and develops strategies outlining the necessary actions. This collaboration among the three companies enabled us to realize the four cycles.

Supporting talent development to meet the needs of advanced HR departments

Q. So, ISID handles the HR system foundation based on "POSITIVE," Dentsu Digital Inc. handles data analysis, and Ignition Point Inc. handles identifying HR strategy challenges and creating roadmaps. How does Ignition Point Inc.'s consulting expertise come into play within this solution?

Fukui: In HR consulting, there's a shared understanding that challenges exist both "before" and "after" data utilization. Why utilize HR data, and what are the goals? And how do we translate the results of data analysis into actionable HR initiatives and implementable systems? Currently, many companies classify new graduates into several persona patterns based on aptitude test results during recruitment or analyze high performers. However, behind the visible success stories, there are also many cases where data analysis stops there.

Therefore, "HUMAnalytics" supports the entire process: from identifying the core challenge—why HR data is being utilized and what aspects of HR operations need enhancement—to proposing, executing, and improving initiatives based on data analysis results. This is Ignition Point Inc.'s role: covering areas that were previously out of reach.

Furthermore, since developing talent capable of data analysis and proposing/executing HR initiatives is crucial for such solutions, we also provide support for talent development.

HUMAnalytics is a total HR solution born from the combined strengths of three companies: ISID, which oversees the entire project based on the platform; Dentsu Digital Inc., skilled in data analysis; and Ignition Point Inc., proficient in consulting services. The first part of the interview revealed its uniqueness. In the second part, we delve deeper into the challenges HR departments face, the talent and mindset needed for "proactive HR," and more.