The Modern People Leader: Forward-Thinking HR Build: The Employee Base Audit with Jessica Zwaan & Pete Fader (Incompass Labs)
Jan 9, 2026
Pete Fader, a Wharton marketing professor, and Jessica Zwaan, an HR analytics expert, delve into how customer-based audit methods can revolutionize employee management. They discuss employee lifetime value and the significance of cohort analysis versus simple averages. Fader reveals how context matters more than raw data, while Zwaan emphasizes translating customer metrics into actionable employee insights. Together, they explore the challenges and future potential of implementing audits to enhance company culture and performance.
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Audit Before You Model
- A customer-based audit inspects current data before building forecasts or models.
- Regular, standardized audits reveal systematic patterns and early warning signs in your base.
Look Cross-Sectional And By Cohort
- Use both cross-sectional and cohort lenses to analyze your base regularly.
- Compare groups now and over time to spot degradation or improvement patterns.
Holiday Customers Often Underperform
- Holiday-acquired customers often perform poorly and buy only during discounts.
- Cohort analysis exposed Q4 customers as lower-value repeat buyers year after year.