The REAL Conversation about People Analytics in LATAM - Maria Nolazco Masson and Paola Alfaro- #164

Check out this episode of the #1 people analytics podcast with special guests, Maria Nolazco Masson, People Operations, Analytics & Systems Senior Manager at IPSY & Paola Alfaro, Founder at HumanWorks! In this wide-ranging and deeply honest conversation, host Cole Napper explores what is really happening in the people analytics space across Latin America, the challenges professionals in the region face as the discipline matures, and why the future may be far brighter than many expect. Maria and Paola share firsthand perspectives from inside the rapidly evolving LATAM people analytics community. Rather than inheriting mature analytics infrastructures like many organizations in North America or Europe, many companies across Latin America are building the plane while flying it—creating people analytics capabilities from scratch while simultaneously educating leaders on the value of workforce data. The conversation highlights how professionals in the region are navigating limited resources, fragmented systems, and a lack of established data teams while still pushing the field forward. Maria reflects on her unconventional path into analytics, beginning with operational HR reporting and gradually evolving into deeper data work across systems, dashboards, and storytelling. She shares how her early career focused heavily on technical execution—pulling data, building charts, and automating reports—before she realized the real impact comes from translating numbers into narratives that influence decisions. Today, her focus is on helping organizations move beyond descriptive dashboards toward meaningful insights that actually shape business outcomes. Paola complements this perspective by discussing the realities of consulting with organizations that often lack the foundational data infrastructure required for analytics. Her work frequently begins not with optimization, but with education—helping leaders understand what data governance, data culture, and analytical thinking even look like in practice. She also discusses her early “aha moment” discovering people analytics as a discipline and how that experience shaped her mission to bring more structured analytics methodologies into HR across Latin America. Throughout the discussion, the group explores several themes shaping the future of the field: the growing influence of AI on analytics workflows, the importance of data governance as organizations scale their analytics capabilities, and the rising need for professionals who can translate insights into action. Maria and Paola both emphasize that while tools and automation are accelerating rapidly, human context, interpretation, and influence remain essential to turning data into impact. The episode also highlights the growing momentum of the LATAM people analytics community itself. Paola shares how regional leaders are building stronger networks, launching conferences, and creating communities where practitioners can collaborate, learn, and accelerate the adoption of workforce analytics practices across countries. This spirit of collaboration, adaptability, and curiosity may ultimately become Latin America’s greatest advantage as the field evolves globally. Along the way, the conversation touches on personal career growth, navigating impostor syndrome, building confidence with data, mentoring the next generation of professionals, and balancing technical expertise with the communication skills required to influence executives. Both guests bring thoughtful, candid perspectives on what it really takes to grow in a field that continues to reinvent itself. If you like this episode, you’d also love exploring prior episodes—visit colenapper.com for the full archive and show links.