Antonio Pimenta de Brito is Assistant Professor of Management in Escola Superior de Ciências da Administração (ESCAD-IP) Luso at Universidade Lusofona, Portugal; and a Researcher at the Business Research Unit (BRU) at ISCTE – University Institute of Lisbon, Portugal. His research focuses on human resource analytics, strategic alignment, and digital transformation in human resource management (HRM). Dr. Pimenta de Brito has authored academic work on sustainable supply chains, aviation training systems, and the governance of religious organisations. Prior to academia, he worked in aviation and supply chain consultancy, bringing practical insight into his teaching and research.Ana Maria da Palma Moreira is Professor of Organizational Psychology, Research Methodology, and Data Analysis at European University, Lisbon, Portugal.

• Chapter 1: Introduction Why HR Analytics Matters.- Chapter 2: Theoretical and Conceptual Foundations.- Chapter 3: The Bright Side From Insight to Strategy.- Chapter 4: The Dark Side of HR Analytics.- Chapter 5: Employee Churn and Job Satisfaction in Aviation.- Chapter 6: Methodology of the study.- Chapter 7: Insights from the Field Qualitative Findings.- Chapter 8:    Measuring What Matters Quantitative Findings.- Chapter 9: Reframing HR Analytics through workforce retention.- Chapter 10: Future Agenda for HRA and limitations.