Data-Driven Decision Making

The Key to Making Better Decisions

The Basic Idea

Many of the decisions we make every day are grounded in models, or rather, representations of how something works. Sometimes these models are mental, like when we look into an empty room and envision how we may decorate it. Models may also be visual, like referencing Google Maps when traveling to a new destination. We frequently use these models to help us make better decisions and to simplify tasks.

The models we use to make decisions can also be mathematical, such as abstract models that employ mathematical language to describe the behavior of a system.7 This particular type of model falls under the umbrella of decision science: the data-driven, interdisciplinary application of behavioral sciences, business, computer science and technology.6 In essence, decision science is about using data to optimize the decision-making process.

Although most people do not use decision science explicitly in their day-to-day lives, it is commonly used by businesses and economists to undertake risk analysis, cost-benefit and cost-effectiveness analysis, simulation modeling and more.7

While data science is perhaps the most broadly used term, ‘decision science’ seems like the more fitting description of how machines are assisting business leaders in solving problems that have traditionally relied on human judgment, intuition and experience.


– K.V. Rao, founder and CEO of sales forecasting software company Aviso

About the Authors

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Dan Pilat

Dan is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. Dan has a background in organizational decision making, with a BComm in Decision & Information Systems from McGill University. He has worked on enterprise-level behavioral architecture at TD Securities and BMO Capital Markets, where he advised management on the implementation of systems processing billions of dollars per week. Driven by an appetite for the latest in technology, Dan created a course on business intelligence and lectured at McGill University, and has applied behavioral science to topics such as augmented and virtual reality.

A smiling man stands in an office, wearing a dark blazer and black shirt, with plants and glass-walled rooms in the background.

Dr. Sekoul Krastev

Sekoul is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. A decision scientist with a PhD in Decision Neuroscience from McGill University, Sekoul's work has been featured in peer-reviewed journals and has been presented at conferences around the world. Sekoul previously advised management on innovation and engagement strategy at The Boston Consulting Group as well as on online media strategy at Google. He has a deep interest in the applications of behavioral science to new technology and has published on these topics in places such as the Huffington Post and Strategy & Business.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

Heather McKee

BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

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Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

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Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

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Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

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Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

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