Book a consultation
Service

Decision intelligence consulting that turns dashboards into decisions

Vendor-neutral consulting that ties your data and dashboards to the specific decisions your leadership team makes every month.

See how we work
Every decision runs through frame, model, decide and measureA four-step loop of frame, model, decide and measure surrounds one example decision: three renewal price options with their margin effect: A raises list price 5%, B raises it 3% with fewer discounts, C holds price.1 Frameoptions listed2 Modeldrivers scored3 Decideowner chooses4 Measureresult vs planRenewal price change?A: +5%margin +0.6 ptsB: +3%margin +1.4 ptsC: holdmargin -0.4 ptsDemo dataEvery decision runs through frame, model, decide and measureA four-step loop of frame, model, decide and measure surrounds one example decision: three renewal price options with their margin effect: A raises list price 5%, B raises it 3% with fewer discounts, C holds price.Demo data1 Frameoptions listed2 Modeldrivers scored3 Decideowner chooses4 Measureresult vs planRenewal price change?A: +5%margin +0.6 ptsB: +3%margin +1.4 ptsC: holdmargin -0.4 pts

Your company has dashboards, yet meetings end without a clear choice. Decision intelligence fixes that: we map key decisions, model their drivers and present the evidence plainly, on your BI tools.

What it is

What is decision intelligence? Designing decisions, not just reports

Decision intelligence is a way to design, measure and improve business decisions, the same way you would design a product or a process. It combines data, business logic and human judgment to answer one question: what should we do, and what happens if we do it?

Decision intelligence fits recurring, high-value choicesA 2x2 matrix of value at stake against how often a decision repeats: high-value recurring decisions such as pricing, budgets, hiring and stock levels fit decision intelligence; one-off high-value decisions need a single analysis; low-value recurring ones need a rule; low-value rare ones are judgment calls.IllustrativeDecision intelligence fits recurring, high-value choicesDecisions placed by how often they repeat and the value at stakeOne-off analysisHigh value, rare:a single study is enoughDecision intelligenceHigh value, recurring: pricing,budgets, hiring, stock levelsJudgment callLow value, rare:decide and move onRule or automationLow value, recurring:write a rule onceHappens onceRepeats every monthHighLowValueat stakeMarket entry sits near the top line: high value, repeated as you enter each new marketDecision intelligence fits recurring, high-value choicesA 2x2 matrix of value at stake against how often a decision repeats: high-value recurring decisions such as pricing, budgets, hiring and stock levels fit decision intelligence; one-off high-value decisions need a single analysis; low-value recurring ones need a rule; low-value rare ones are judgment calls.IllustrativeDecision intelligence fitsrecurring, high-value choicesDecisions placed by how often they repeat andthe value at stakeDecision intelligenceHigh value, recurring: pricing,budgets, hiring, stock levelsOne-off analysisHigh value, rare: a single study is enoughRule or automationLow value, recurring: write a rule onceJudgment callLow value, rare: decide and move onValue at stake and how often a decisionrepeats decide the right approach.

Traditional analytics starts with data and produces reports. Decision intelligence starts with the decision. It asks who decides, which options exist, what drives the outcome and which data compares the options. Dashboards are then built to serve that decision directly.

It fits recurring, high-value choices: pricing, budgets, hiring, stock levels and market entry. Data storytelling is the last step. It presents the evidence so leaders see the trade-offs fast.

The difference shows up in meetings. With decision intelligence, the meeting starts with options and evidence, not with a debate about which report is right.

Comparison

Decision intelligence consulting builds on your BI reports; it does not replace them

Your existing BI reports become the inputs: we keep what works, link each report to a named decision and add the options and drivers a report alone does not show. The difference is where each approach starts and what it delivers.

Business intelligence starts from the data you have. It answers what happened, through reports and dashboards, and its success is measured by report usage. Decision intelligence starts from a named decision. It answers what to do next, with options, drivers and a recommendation, and its success is measured by decision results. For leaders, that means a choice instead of more charts, and value tracked against outcomes.

Decision intelligence starts from a named decision, not from dataComparison of business intelligence and decision intelligence on starting point, main output, question answered and measure of success.Decision intelligence starts where BI stopsBusiness intelligenceDecision intelligenceWhy it mattersStarting pointThe data you haveA named decisionEffort goes whereoutcomes changeMain outputReports anddashboardsOptions, drivers anda recommendationLeaders get a choice,not more chartsQuestion answeredWhat happenedWhat to do nextHindsight becomesactionMeasure of successReport usageDecision resultsValue is trackedagainst outcomesDecision intelligence starts from a named decision, not from dataComparison of business intelligence and decision intelligence on starting point, main output, question answered and measure of success.Decision intelligence startswhere BI stopsBIDecision intelligenceStarting pointThe data you haveA named decisionEffort goes where outcomes changeMain outputReports and dashboardsOptions, drivers and arecommendationLeaders get a choice, not morechartsQuestion answeredWhat happenedWhat to do nextHindsight becomes actionMeasure of successReport usageDecision resultsValue is tracked against outcomes
Benefits

Modeled decisions are faster, more consistent and easier to review

Faster decisions. When the options and evidence for a recurring decision are already modeled, meetings spend less time gathering facts and more time choosing.

Consistent decisions. Written decision logic means pricing, hiring or budget choices follow the same reasoning across teams, even as people change roles.

Each modeled decision makes the next one fasterLine chart: weeks from question to decision fall from 6 for the first modeled decision (pricing) to 1.5 for the sixth (territories). Illustrative example, not client results.IllustrativeEach modeled decision makes the next one fasterWeeks from question to decision, by order in which decisions were modeled0 wk2 wk4 wk6 wkPricingBudgetHiring planStock levelsDiscountsTerritories1.5 weeks by the sixth decision6 weeks for the firstShared inputs, definitions and models carry over, so each new decision starts further aheadEach modeled decision makes the next one fasterLine chart: weeks from question to decision fall from 6 for the first modeled decision (pricing) to 1.5 for the sixth (territories).IllustrativeEach modeled decision makes thenext one fasterWeeks from question to decision, by order inwhich decisions were modeled0 wk3 wk6 wk1234561.5 wkDecision modeled: 1 pricing, 2 budget, 3 hiring,4 stock levels, 5 discounts, 6 territoriesFrom 6 weeks for the first decision to 1.5weeks by the sixth.

Clear accountability. Each decision has an owner, inputs and an expected result, so outcomes can be reviewed and lessons kept.

Lower risk. Scenarios show the downside of each option before money is committed, not after.

Better use of what you own. Your BI and warehouse investments gain a clear purpose, and reports that support no decision can be retired.

Each benefit compounds. The more decisions you model, the faster the next one goes.

How we work

Frame, model, decide, measure: the loop that improves each decision

Every decision intelligence engagement follows a four-step loop that becomes part of the decision workflow. The loop repeats. Each cycle compares the result with what the model expected, so the next decision is better informed.

Frame, model, decide, measure

Select a stage, use Next or the arrow keys

Frame. Everyone agrees the question. A one-page decision map naming the owner, options, timing and what success looks like.

Step 1 of 4

The first loop typically covers one decision over one or two cycles. That is enough to show whether the model improves the choice. Once it does, the same template applies to the next decision, so each new model is faster to build.

Your leaders stay in charge at every step.

Services

Decision intelligence consulting starts with clear drivers and clean data

Our decision intelligence consulting is vendor-neutral and builds on your existing data and tools. Better decisions rarely need a complex model. They need a clear question, a short list of drivers and trusted data behind them.

Five services cover every step of the decision loopA loop of frame, model, decide and measure with a service attached to each step and data strategy, integration and governance as the foundation.Where each service sits on the decision loopFrameModelDecideMeasureDecision mapping workshopranks decisions to model firstDriver and scenario modelsprice, volume, headcount, costDecision dashboardsrecommendation on page oneFraming workshopsmanagers who use data wellFoundation: data strategy, integration and governanceFive services cover every step of the decision loopA loop of frame, model, decide and measure with a service attached to each step and data strategy, integration and governance as the foundation.Where each service sitson the decision loopFrameDecision mapping workshopranks decisions to model firstModelDriver and scenario modelsprice, volume, headcount, costDecideDecision dashboardsrecommendation on page oneMeasureFraming workshopsmanagers who use data wellFoundation: data strategy,integration and governance

Know which decision to model first

A decision mapping workshop that ranks key decisions by value and frequency.

Test options before committing

Driver and scenario models for price, volume, headcount and cost.

We build transparent driver and scenario models that leaders can read and challenge. Every assumption is written down. If an input changes, the model shows the new outcome at once.

Where the data is not yet reliable, we fix that first through data strategy, integration and governance. Then we add the dashboards and data storytelling that put the decision in front of the right people.

Where a decision repeats often with stable rules, such as approval limits, the logic can move into decision automation inside your existing workflows, with people reviewing the exceptions.

Each service can be bought on its own or combined into one decision program.

Use cases

Decision intelligence examples: each leadership role models one decision, from budget to growth bets

The same method works for every leadership role. These use cases show how. Each example starts with one decision and one owner.

Decide where the budget goes

Budget, pricing and hiring modeled against cash, margin and risk.

  • Options compared on cash and margin
  • Drivers written down and agreed
  • Results tracked against plan

The decision comes first, then the data. That keeps each model small, fast to build and easy to explain to the board.

Pick the one your team debates most.

Sample dashboards

Data storytelling puts options, drivers and impact on one decision dashboard

Our sample dashboard uses demo data to model a pricing decision. It shows the current position and three pricing options. For each option it shows the drivers: volume, discount, cost to serve and churn risk. It then shows the expected impact on revenue and margin. A short data story explains the trade-offs in plain language. A tracking view later compares the chosen option with actual results.

A decision dashboard for a pricing decision

Demo data
A: list price +5%+$0.9M▲ +0.6 pts margin
B: +3% less discount+$0.7M▲ +1.4 pts margin
C: hold price$0▼ -0.4 pts margin
RecommendedOption B▲ +1.4 pts margin, lowest churn risk

Option B protects margin with the lowest churn risk

Expected gross margin change, points, next 12 months

Option B1.4 ptsOption A0.6 ptsOption C-0.4 pts1.4 pts in Option B: Best margin, lowest riskOption B1.4 ptsOption A0.6 ptsOption C-0.4 pts1.4 pts in Option B: Best margin, lowestrisk

So what: Choose B unless leaders value revenue growth over margin this year.

OptionRevenue changeMargin changeChurn risk
A: list price +5%+$0.9M+0.6 ptsHigh
B: price +3%, fewer discounts+$0.7M+1.4 ptsLow
C: hold price$0-0.4 ptsLow

The structure works for any recurring decision. Swap pricing for budget, hiring or stock levels, and the layout stays the same.

Platforms we use

You do not need a new decision intelligence platform to start

We build decision models and dashboards in Power BI and connect them to where your data already lives: HubSpot, Salesforce and GA4 for revenue and marketing, NetSuite, Odoo, Zoho and QuickBooks for finance and operations, and Airtable for planning inputs. Zapier, Make and n8n keep data moving between them. Because we sell no software, our advice follows your needs.

Decision models run on the tools you already ownSources such as HubSpot, Salesforce, GA4 and NetSuite flow through Zapier, Make or n8n into a Power BI model that presents decision options.Your existing tools, grouped by roleSourcesHubSpotSalesforceGA4NetSuiteOdooZohoQuickBooksAirtableAutomationZapierMaken8nModel and dashboardPower BIdriver models anddecision viewsDecisionoptions andevidenceNo new platform to buy: the model sits on the tools your team knowsDecision models run on the tools you already ownSources such as HubSpot, Salesforce, GA4 and NetSuite flow through Zapier, Make or n8n into a Power BI model that presents decision options.Your existing tools,grouped by roleSourcesHubSpotSalesforceGA4NetSuiteOdooZohoQuickBooksAirtableAutomationZapierMaken8nModel and dashboardPower BIdriver models and decision viewsDecisionoptions and evidenceNo new platform to buy: the model sitson the tools your team knows

This keeps costs down and adoption high. Your team already knows these tools, so the new decision views feel familiar from day one.

Challenges we solve

Decision problems come from too many reports and unclear inputs

Too many dashboards, too few decisions. A company can invest heavily in reporting, yet leadership meetings still end without a choice. Dashboards describe the past but do not frame the options. So each meeting starts from scratch and the same debate repeats every month.

Many reports, few decisionsTwo 100% bars: of 120 dashboards, 14 support a named decision, 46 are viewed without a decision and 60 were not opened in 90 days; in the leadership meeting, 15% of time goes to choosing, 25% to reviewing analysis and 60% to debating which number is right. Illustrative example, not client results.IllustrativeMany reports, few decisionsOne demo company: its 120 dashboards and its monthly leadership meeting120 dashboards14 support a nameddecision46 viewed, no decision60 not opened in 90 daysMeeting time15% choosing25% reviewing analysis60% debating whichnumber is rightStart with the decision, clean the inputs that matter and present the answer on one pageMany reports, few decisionsTwo 100% bars: of 120 dashboards, 14 support a named decision, 46 are viewed without a decision and 60 were not opened in 90 days; in the leadership meeting, 15% of time goes to choosing, 25% to reviewing analysis and 60% to debating which number is right.IllustrativeMany reports, few decisionsOne demo company: its 120 dashboards and itsmonthly leadership meeting120 dashboards14 support a named decision46 viewed, no decision60 not opened in 90 daysMeeting time15% choosing25% reviewing analysis60% debating which number is right

Inputs nobody trusts. A decision model is only as good as its data. Conflicting revenue figures, missing cost data or messy CRM records undermine any recommendation. We fix these foundations first, often with data governance and a cleaner data model.

Analysis that does not land. Analysts produce detailed work that leaders have no time to read. Without clear data storytelling, the insight is lost. We design every output for the person who decides, with the key trade-offs on one page.

The fix is the same in every case: start with the decision, clean the inputs that matter and present the answer simply.

Frequently asked questions

Decision intelligence: questions leaders ask before modeling a first decision

Business intelligence reports what happened, using dashboards built from available data. Decision intelligence starts from a specific decision, models the options and drivers, and supports a choice. It uses BI as an input, so existing dashboards and warehouses stay valuable and gain a clearer purpose.

No. It supports human judgment rather than replacing it. Models make options, drivers and trade-offs visible, but leaders still decide, especially where strategy, relationships or values are involved. The aim is better-informed, more consistent decisions with a clear record of the reasoning.

Start with one important, recurring decision, such as pricing, budget allocation or hiring. Map who owns it, the options and the drivers, then check whether the data is reliable. A first decision model with a dashboard shows the value quickly and becomes a template for other decisions.

Pick one decision, and we will show how to model it

Tell us the decision your leadership team debates most. Book a consultation: we advise first and scope a model only when your data supports it.

We reply within one business day.

See how we work
Related resources

Decision intelligence resources help leaders frame, model and present one decision

Use these pages to build a shared language with your team before the first workshop, or to see how decision intelligence fits our other services and engagement models.

  • Guide

    Spend on data that matters

    Data strategy: align data investments with your most important decisions.

  • Engagement model

    Choose how to work with us

    Advisory or an AI readiness assessment first; projects and analytics as a service once you are ready.

  • Engagement model

    Build skills in-house

    Team training and workshops on decision framing, data storytelling and reading models.

  • Engagement model

    Check your foundations first

    An AI and data readiness assessment shows which inputs are ready to model.

  • Solution

    Present evidence that persuades

    Executive dashboards built around decisions, with insight titles and a clear recommended action on each page.

  • Engagement model

    Keep models current

    Analytics as a service refreshes inputs, reviews results against plan and updates each model as the business changes.

Decision intelligence draws on several disciplines. Data strategy decides which data matters. Business intelligence turns it into reliable reports. Data governance keeps it trustworthy. Data storytelling makes it clear. The six pages linked above cover the steps that matter most for a first decision.

If you prefer to learn by doing, our team training sessions teach managers to frame a decision, read a model and present evidence. Training is a common first step before modeling a first decision.

You can also choose how to work with us. We usually recommend starting with ongoing advisory or an AI and data readiness assessment to check your foundations. A fixed-scope project for one decision, or analytics as a service that keeps models current, follows once the team is ready.

Whichever route you choose, the first step is the same: name one decision that matters, and we will show how data can make it clearer, faster and easier to explain.

Each route starts with a short consultation.

Start with the decision, not the data

Leadership teams with plenty of data can still struggle to decide. The problem is rarely volume. It is that reports are built around systems instead of choices. The fix is to list your recurring decisions, rank them by value and frequency, and match each one to the few numbers that really drive it. Watch for the common traps: too many KPIs, definitions that differ by team and meetings that review the past instead of choosing the next step.

Know which kind of analysis you need

Each type of analysis answers a different question. Descriptive analysis tells you what happened. Diagnostic analysis tells you why. Scenario analysis compares options before you commit. Knowing which type a decision needs tells you what data to collect and whether a report is helping a decision or just describing one. It is a useful conversation to have with managers before a decision mapping workshop.

Spend on the data that matters

Our data strategy guide connects data investments to business goals. It shows how to decide which systems, integrations and data sets deserve budget, and which can wait. For decision intelligence, this matters because a model is only as good as its inputs. The guide explains how to find the gaps between the decisions you want to support and the data you actually hold, and how to close them in a sensible order.

See decisions on one page

Executive dashboards are where decision intelligence becomes visible. Our executive dashboard work shows how to design a leadership view around decisions rather than departments: one page per decision, a clear insight title on every chart and the recommended action stated plainly. All examples use demo data.

Build the skills in-house

Decision intelligence lasts only if your managers can use it without us. Our team training and workshops teach leaders to frame a decision, read a driver model, challenge its assumptions and present evidence through data storytelling. Sessions use your own decisions as examples, so the learning applies the next day.

Choose how to work with us

We advise first, train where needed and implement only when you are ready. Strategic planning advisory gives your leadership team an outside view on recurring choices such as budgets, hiring and growth plans. An AI and data readiness assessment checks whether your data is ready to support decision models at all, and what to fix first. Once you are ready, a fixed-scope data modernization project models one important decision from start to finish, and analytics as a service keeps your models and dashboards current month after month.

What to read first

If you are new to the topic, start with the data strategy guide. If you already have strong reporting, go straight to the decision mapping workshop in the services section of this page, then book a consultation to choose a first decision. If your team questions the data itself, the readiness assessment is the right first step.

Questions to bring to your first call

You will get more from a first consultation if you arrive with a few answers. Which decision does your leadership team debate most often? How often is it made, and who makes it? Which reports are used today, and which numbers are questioned? What would a better decision be worth: lower cost, higher margin, less risk or simply faster meetings?

With those answers, we can tell you whether the decision is ready to model now, what data it needs and how long a first loop would take. If the data is not ready, we will say so and suggest the shortest path to fix it, often through governance, integration or a simpler set of dashboards.

How the resources fit together

The resources on this page follow the same arc as a decision intelligence engagement. Data strategy decides what matters. The readiness assessment checks whether the data can support a model. Executive dashboards and data storytelling present the evidence. Training builds the habit, and analytics as a service keeps models current. Read them in that order for a complete picture, or pick the one that matches your current problem.

A worked example to try

Take a pricing decision. Write down the options you are really considering, perhaps holding price, a small rise or a rise with a loyalty discount. List the drivers that change the outcome: volume, discount depth, cost to serve and the risk that customers leave. Note which of these you can already measure and which you would have to estimate. That single page is a decision map. It is the first output of every engagement, and you can draft it today with your own team before speaking to anyone.