Marketing For Learning® S1:E1: From Data to Impact: Redefining L&D’s Value with Derek Mitchell
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Jan 22, 2025 
Derek Mitchell, people analytics partner at Novo Nordisk with a background in behavioral science and customer analytics, talks about using data to find learning needs, personalise communications, and measure impact. He covers A/B testing and segmentation to boost engagement. He discusses tracking skills and behaviour beyond completions and predicts AI coaches and automated audience targeting will reshape L&D.
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Data Across The L&D Lifecycle
- Data should be used across the whole L&D lifecycle: identify needs, personalise delivery, and measure impact.
- Derek Mitchell says data lets L&D stop guessing and focus on performance, skills growth and behaviour change.
Start Small With Skills Mapping
- Start small by using existing job descriptions and simple surveys to map skills rather than waiting for perfect datasets.
- Derek recommends practical steps like asking people for five skills they have and five they want to improve.
L&D Has Untapped Data Advantage
- L&D has more people data than marketing but often underuses it because data feels 'boring' to creative teams.
- Derek argues reframing data as 'people behaviour' makes it compelling and actionable.