Service Decision Intelligence

Analytics that leaders actually act on.

Most dashboards get built once, admired in a meeting, and never opened again. I build analytics, dashboards, and predictive models the other way around — starting from the decision someone actually has to make, then working backward to the data that should change their mind. Fifteen-plus years in marketing and data analytics, more than $50M in ad spend tracked to the dollar, taught me the same lesson every time: if a number can't be traced to an action, it isn't insight, it's furniture.

15+ yrs Marketing & data analytics
$50M+ Ad spend tracked to the dollar
1 decision Every dashboard is built around

Ask most companies what their reporting stack is for and you'll get a shrug or a list of tools. Ask what decision it changed last quarter and the room goes quiet. I spent years managing eight-figure ad budgets where every dollar had to justify itself in a number someone could defend — that's the standard I hold analytics work to now. A chart that doesn't move a decision is a cost center with good typography.

I build the reporting and forecasting layer around the call it's meant to inform: spend it here or there, staff up or hold, chase this segment or drop it. If nobody's decision changes when the number moves, the number shouldn't exist.

What decision intelligence actually covers

This isn't "put data in a chart." It's three connected disciplines that only pay off together — miss one and the other two are just decoration with better math.

  • Analytics & dashboards — reporting built from the decision backward, with clean data pipelines, real definitions, and no vanity metrics that can't be defended in a room.
  • Predictive models — forecasting and scoring that gives leaders a number before the outcome happens, not a postmortem after it's too late to act.
  • Decision workflows & instrumentation — the thresholds, alerts, and owners wired around the metric, so a number crossing a line actually triggers an action instead of a shrug.
Data that doesn't change a decision is decoration. I don't ship a dashboard until I know exactly which decision it's meant to move, and I instrument it so we can prove whether it did.

Four pieces, one decision.

Reporting, forecasting, and the workflow around them — built to be used, not admired.
01 / Reporting
Analytics & dashboards
Clean pipelines, real metric definitions, and a dashboard built from the decision backward — not a wall of charts nobody was asked to open.
02 / Forecasting
Predictive models
Models that score and forecast ahead of the outcome — churn, demand, risk, spend efficiency — validated against your history before anyone trusts them.
03 / Workflow
Decision workflows
Thresholds, owners, and escalation paths wired to the metric, so a number crossing a line triggers an action, not a Slack message nobody reads.
04 / Scoreboard
KPI instrumentation
The KPI is defined and instrumented before the build starts, and every dashboard is checked afterward against whether it actually changed a decision.
DashboardsForecastingAttributionKPI treesDecision workflowsExecutive reporting

From spreadsheet chaos to a number you trust.

Fixed scope, fixed price, and a decision named before we build anything.
01Define

Name the decision, then the number

We start with the call someone actually has to make, agree on the metric that should drive it, and rule out every vanity number that won't.

02Instrument

Build the pipeline and the model

Clean data pipelines, real definitions, and any forecasting or scoring model the decision needs, validated against your own history before it ships.

03Wire

Attach a threshold and an owner

Every dashboard gets a workflow behind it — a threshold, an owner, and an escalation path, so a number crossing a line does something.

04Prove

Check the decision, not the chart

We track whether the decision actually changed when the number moved, and we keep tuning the model or the dashboard until it does.

Related work.

Good decision-making usually needs a few other pieces already in place.
Service / 05
Knowledge systems
Your documents, wikis, tickets, and contracts turned into one queryable, source-cited system that finally answers back — with the receipts.
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Service / 02
RAG systems
Retrieval pipelines that put your institutional knowledge to work. Grounded, source-cited answers on your own data — without leaking it.
Explore
Service / 07
Enterprise workflows
Multi-system orchestration across Salesforce, ServiceNow, SAP, and your custom APIs — finally talking, with an audit trail.
Explore
Service / 01
Enterprise AI agents
Agentic workflows designed around your actual processes, not a demo — built, deployed, and tuned until they hold up in production.
Explore
Service / 08
Digital transformation
End-to-end process modernization — not a rip-and-replace. Every change tied to a number, so you know it worked.
Explore
Service / 04
Compliance & governance
SOC 2 controls, HIPAA compliance, and deployments built for regulated industries — from day one, not bolted on later.
Explore

Let's build a dashboard that changes a decision.

If you've got reporting nobody trusts or a call being made on gut feel, that's where we start. I'll tell you which number should be driving it before we build anything.

Let's talk

Markets served.

Remote-first across the United States and internationally — including these markets.

New York City, New York (NY)

Los Angeles, California (CA)

Chicago, Illinois (IL)

Houston, Texas (TX)

Phoenix, Arizona (AZ)

Philadelphia, Pennsylvania (PA)

San Antonio, Texas (TX)

San Diego, California (CA)

Dallas, Texas (TX)

San Jose, California (CA)

Austin, Texas (TX)

Jacksonville, Florida (FL)

Fort Worth, Texas (TX)

Columbus, Ohio (OH)

Charlotte, North Carolina (NC)

Indianapolis, Indiana (IN)

San Francisco, California (CA)

Seattle, Washington (WA)

Denver, Colorado (CO)

Washington, District of Columbia (DC)

Boston, Massachusetts (MA)

El Paso, Texas (TX)

Nashville, Tennessee (TN)

Detroit, Michigan (MI)

Oklahoma City, Oklahoma (OK)

Portland, Oregon (OR)

Las Vegas, Nevada (NV)

Memphis, Tennessee (TN)

Louisville, Kentucky (KY)

Baltimore, Maryland (MD)

Milwaukee, Wisconsin (WI)

Albuquerque, New Mexico (NM)

Tucson, Arizona (AZ)

Fresno, California (CA)

Sacramento, California (CA)

Kansas City, Missouri (MO)

Atlanta, Georgia (GA)

Miami, Florida (FL)

Colorado Springs, Colorado (CO)

Raleigh, North Carolina (NC)

Omaha, Nebraska (NE)

Long Beach, California (CA)

Virginia Beach, Virginia (VA)

Oakland, California (CA)

Minneapolis, Minnesota (MN)

Tulsa, Oklahoma (OK)

Arlington, Texas (TX)

New Orleans, Louisiana (LA)

Wichita, Kansas (KS)

Cleveland, Ohio (OH)

Tampa, Florida (FL)

Bakersfield, California (CA)

Aurora, Colorado (CO)

Honolulu, Hawaii (HI)

Anaheim, California (CA)

Santa Ana, California (CA)

Corpus Christi, Texas (TX)

Riverside, California (CA)

Lexington, Kentucky (KY)

St. Louis, Missouri (MO)

Stockton, California (CA)

Pittsburgh, Pennsylvania (PA)

Saint Paul, Minnesota (MN)

Cincinnati, Ohio (OH)

Greensboro, North Carolina (NC)

Anchorage, Alaska (AK)

Plano, Texas (TX)

Lincoln, Nebraska (NE)

Orlando, Florida (FL)

Irvine, California (CA)

Newark, New Jersey (NJ)

Toledo, Ohio (OH)

Durham, North Carolina (NC)

Chula Vista, California (CA)

Fort Wayne, Indiana (IN)

Jersey City, New Jersey (NJ)

St. Petersburg, Florida (FL)

Laredo, Texas (TX)

Madison, Wisconsin (WI)

Chandler, Arizona (AZ)

Buffalo, New York (NY)

Lubbock, Texas (TX)

Scottsdale, Arizona (AZ)

Reno, Nevada (NV)

Glendale, Arizona (AZ)

Gilbert, Arizona (AZ)

Winston-Salem, North Carolina (NC)

North Las Vegas, Nevada (NV)

Norfolk, Virginia (VA)

Chesapeake, Virginia (VA)

Fremont, California (CA)

Garland, Texas (TX)

Richmond, Virginia (VA)

Baton Rouge, Louisiana (LA)

Boise, Idaho (ID)

San Bernardino, California (CA)

Spokane, Washington (WA)

Des Moines, Iowa (IA)

Modesto, California (CA)

Birmingham, Alabama (AL)

Tacoma, Washington (WA)

Fontana, California (CA)

Oxnard, California (CA)

Fayetteville, North Carolina (NC)

Huntsville, Alabama (AL)

Moreno Valley, California (CA)

Rochester, New York (NY)

Glendale, California (CA)

Yonkers, New York (NY)

Augusta, Georgia (GA)

Amarillo, Texas (TX)

Little Rock, Arkansas (AR)

Akron, Ohio (OH)

Shreveport, Louisiana (LA)

Grand Rapids, Michigan (MI)

Mobile, Alabama (AL)

Salt Lake City, Utah (UT)

Huntsville, Texas (TX)

Tallahassee, Florida (FL)

Overland Park, Kansas (KS)

Knoxville, Tennessee (TN)

Worcester, Massachusetts (MA)

Brownsville, Texas (TX)

New Port Richey, Florida (FL)

Jackson, Mississippi (MS)

Providence, Rhode Island (RI)

Fort Lauderdale, Florida (FL)

Sioux Falls, South Dakota (SD)

Tempe, Arizona (AZ)

Cape Coral, Florida (FL)

Springfield, Missouri (MO)

Pembroke Pines, Florida (FL)

Eugene, Oregon (OR)

Peoria, Arizona (AZ)

Corona, California (CA)

Lancaster, California (CA)

Rockford, Illinois (IL)

Salinas, California (CA)

Palmdale, California (CA)

Springfield, Massachusetts (MA)

Charleston, South Carolina (SC)

Duluth, Minnesota (MN)

London, England (ENG)

Dublin, Ireland (IRE)