People Analytics Design Company

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Creating better companies, better places to work & a better world with people analytics.

Helping leaders scale-up and transform HR with people analytics since 2013.

People Analytics IO has been helping future minded leaders scale up and transform the way they do HR with data since 2013. We combine leading edge people operations practices from great companies to work for like Google with the strategy and analysis maturity of marketing analytics into a single service we call People Analytics Inputs and Outputs. While companies the size and growth profile of Google can afford to have a large team of people experiment on people analytics for 10 years, our clients want and need to get to the point of business value more quickly. That is what we do. In fact, we measure our success by how quickly we deliver value from data.

Whether you’re the CEO, Chief Human Resource Officer, head of Recruiting, CFO, or CEO, we will not only enhance the technical infrastructure to support more efficient people operations processes, but we’ll also provide you ongoing insights to help you create one of the best companies to work for in your city and industry (and stay there). We bring extensive experience and professionalism to every engagement and customize our support to your individual needs and concerns.

Our partners have been working in human resource management, business intelligence and workforce analytics for some of the world’s best run companies for over two decades. History is in the column to the right and complete partner profiles are down below. We’re on the pulse of modern human resource information systems technology, talent management and people analytics, and have helped to drive their evolution —all to give you an exception technical environment to run human resources on that will last for years to come.

Get in touch with us to set up a free consultation to enquire whether our services are right for you.

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What we do

In short, we implement a feedback framework that highlights the ways organizations can be renewed and made better by and for people.

People Analytics IO specializes in combining human resource information systems data with confidentially administered surveys and applying data science to provide insights on the entire employee journey from applicant tracking to employee exit.

We help our customers develop brand excellence by providing a fully integrated framework to identify, collect and share data-informed insights that will provide clarity about the performance of people, programs and processes that relate to your brand differences. We help our customers identify ways to improve the operation of their company and then measure the impact of those changes. We help our customers use data to facilitate one team, clear objectives and continuous adaptive learning.

Ultimately, we help our customers scale brand differences by creating a talent kitchen, as opposed to a talent meal.

The underlying philosophy of the unique combination of products and services we implement is 1) start with good people measurement frameworks, 2.) augment people with data, 3.) automate people data processes, 4.) apply continuous adaptive learning to people and 5.) send the insight to where the people work (as opposed to implementing yet another technology system dashboard environment where they don’t work).

The people feedback framework we implement highlights the ways organizations can be renewed and made better by and for people. The people feedback framework we implement helps our customers apply evidence-based scrutiny to things that were previously anecdotal, contentious, mysterious or seemingly unmeasurable.

Our Difference

We materialize the combination of talent strategy, science, statistics and systems that are necessary to influence performance- this intersection is how we define people analytics.

We are pioneers in the field of people analytics. We have been and will continue to be leaders in people analytics. People analytics is all we do. Over the course of our career our partners have built people analytics teams from the ground at many companies and can perform, assist or advise on all aspects of people analytics. We have honed our perspective and skill through many years of trial and error - we know the common misconceptions and pitfalls cold. We constantly seek new ways to maintain an experiential advantage in people analytics.

Our Promise

Our promise is to apply our expertise, experience and preparation to help you apply right effort at the right time to help you do more with less and get more out of every dollar input into human resources.

We customize to your specific needs, selecting the tools, team, and level of engagement that aligns with your business objectives. We are small so every project, every relationship and every client story matters to us. You will have an appreciation for that level of customer service once we begin to work together.

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Our Story

Mike West and Rich Tobey met in 2013 in Austin Texas, one of the greatest technology, music, business and culture melting pot cities in the United States. Mike’s career was in human resource management and HR analytics and Rich’s career was in finance, marketing analytics and technology development. Mike and Rich found that their career journey and individual focus complemented each other’s in surprising, and what turns out to be inseparable, ways. People Analytics offers opportunities to human resource management in ways that paralleled the changes that have already occurred in other fields. This made us eager to cultivate a company around this - one that would effectively intersect our expertise and interests.

We believe that capability, alignment, motivation and support is what drives collective company success and a precursor is passion. We are passionate about people analytics - in our case we went as far as to name our company after it. This is the passion that sets People Analytics IO apart like no other entity.

Mike has been in HR data since 2001 and started the first boutique people analytics design and consulting company in late 2013. Since then, he has facilitated the successful design and implementation of people analytics at fast growing innovation-driven companies like Atlassian, Jawbone, Pure Storage, Udemy, Otsuka.

As of 2019 what Rich and I are working on through this People Analytics IO entity is to add partners and associates and leverage the unique frameworks, data working environment and business supports we have created for greater scale.

Our Customers

Atlassian, Pure Storage, Udemy, Otsuka, Jawbone

Our former employers:

Google, PetSmart, Merck & Co, Children’s Health, Hallmark Cards

How we deliver on our promise:

  • unmatchable experience in people analytics - prior experience are reflected in our resumes, highlights below,

  • people analytics frameworks and methods that we invented,

  • a multidisciplinary team,

  • and a complete ready to go tool-box.

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Our Partners



Mike West

Mike is a pioneer in the field of people analytics. He was a founding member of people analytics at Merck, PetSmart, Google, Children’s Health Dallas, Jawbone, and Pure Storage. Mike has made other human resource management contributions at Atlassian, Udemy, Otsuka, AstraZeneca, University of Minnesota Clerical Labor Union & Hallmark.

Mike was one of a few early analyst hires on Google’s world-renowned People Operations team, credited with using data to reinvent HR and turn Google into the talent magnet that it is today. Mike’s contributions at Google included many firsts for people analytics at Google* & potentially the world. Since then, Google has built the most impressive reputation for HR in the world & gone on to win the #1 spot on the Global Fortune Best Company to Work For list an unprecedented 8 times.

*My contributions at Google included work on the first HR data reporting architecture, the first professional employee survey design, the first benefits analytics, the first employee on-boarding analytics and the first work on employee attrition, which included Google’s first employee exit prediction model.

More detail is available at Mike’s LinkedIn profile.  References available upon request.  



M.A. Human Resources and Industrial Relations, 2001

Dual B.S., Sociology & Psychology, 1999

Activities, Achievements & Affiliations

•Wrote People Analytics for Dummies (Wiley)
•Published over 50 articles on people analytics




Rich Tobey

Rich is a technology innovator, natural leader and creative problem solver.  Rich has over 15 years experience with business intelligence/analytics and artificial intelligence in marketing and legal domains before pairing up with Mike West to take on human resources in 2013.

Rich recently developed and deployed, end to end, a streaming job candidate survey system (RecruitFactors™) at Pure Storage (PSTG).  At MarketQuiz where he was CTO, Rich was responsible for preparing the MarketView360 business intelligence and analytics platform for scalability and acquisition due diligence by SCI, Ltd (now SCI MarketView).  SCI purchased MarketQuiz, Inc. at the top 6th percentile in valuation of all published deals in 2008.

At VMAX, Rich built and owned a 23 person consulting firm doing work for Hyundai, Ford, General Motors, Kia, Nissan, iHeartMedia, Motorola, TRW and many others.  Through VMAX, Rich developed an expertise with data process flows with large data sets (including multi-terabyte ones). VMAX was one of the vendors in this study with Verizon where Rich used artificial intelligence way back in 2006-8 to classify a large set of documents and do it better than a panel of attorneys.

Rich served as Controller and later CFO at the privately held Jana, inc and later as CEO/President at privately held STTI ($8MM -> $12MM revenues at peak) where he led a successful restructuring and turnaround effort necessitated by changes to property insurance coverage.

Rich’s has a 10+ year affiliation with the meditation school. He usually spends at least an hour per day in practice. Rich is currently working to strengthen his personal connection with spirit and guidance and to integrate it into his daily life and decision making process.

More detail is available at Rich’s LinkedIn profile.  References available upon request.  


Activities & Affiliations

CPA (inactive/non-practicing), ‘95 - Current
Young Presidents’ Organization ‘96 - ‘98
Entrepreneurs’ Organization, ‘03 - ’10
iamUniversity of the Heart, Alumni Via Private Study With Mentor (24 mo. program)
iamHeart Graduate Program in Hurqalya Healing, ‘16 (19 mo. program)
iamHeart Graduate Program in Spiritual Leadership, ‘19 Candidate (19 mo. program)


M.A., Professional Accounting, ‘93
B.A., Business Administration, ‘93