Decision Crew

Proudly leading a data & analytics consultancy that is helping its clients grow their business through smart insights & automation of their data. We build real, supportive relationships with our clients and not only deliver great data projects, but also ensure that business processes adjust to new solutions.

Founder & CEO

ABN AMRO Bank N.V.

Supported one of the largest financial institutions in the Netherlands to help shape their data strategy, solutions & delivery.

Data Architecture Consultancy

Supported one of Europe's largest pension funds to deliver key solutions in areas of financial regulation, including SFDR. Significant achievements included consulting, designing & delivering on a re-usable solution to meet SFDR compliance regulations in 2023.

Sustainability & Financial Regulation Data Consultancy

Philips

Delivered data architecture & visualization consulting services to one of the most well-known brands world-wide. Bringing solutions to the supply chain optimisation challenges. The technology focus was on Microsoft Azure, Databricks, Synapse & Qlik (QlikView & Qlik Sense), built over a SAP architecture.

Supply Chain Consultancy

Accenture the Netherlands

Leading & growing the Visual Analytics practise in the Netherlands. I have a passion for building a great team with the right skills to deliver best of breed solutions. Our growth plan is on track and we are currently developing a strategy for further growth in 2019. Successes to date include:

•	Building a strategy for overall growth (revenue, team & skills)
•	Meeting & exceeding key KPI’s including recruitment, revenue & chargeability
•	Building strategic partnerships with key partners
•	Presenting our capabilities at conferences (TNW, Qonnections, Innovation Awards)
•	Enabling internal training & certification programmes

Visual Analytics Practise (Chapter) Lead

Accenture UK

As a Business Intelligence Manager my primary responsibilities were to deliver large projects, engage stakeholders, lead teams, support department growth and help lead pre-sales engagements. I was particularly proud of my delivery of the RBS 6 Nations Analytics programme, in which we fostered numerous innovations such as Alexa voice integration, KPI dashboard mash-ups and real-time data feeds to a 1m+ mobile audience. Key achievements included:

•	Directly contributing to growth of £12m+ in revenue
•	Leadership of the RBS 6 Nations Analytics (rugby) campaigns from 2014-2016: Delivered a highly innovative solution that involves real-time data processing, advanced analytics, mobile integration & web visualization
•	Technology leadership, planning & successful delivery of a complex KPI & Big Data dashboard project for a large telecoms client. Included establishing key processes with their business such as Data Governance and Master Data Management
•	Led a successful mobile data warehouse project for a telecoms client as part of a 100m+ programme

Business Intelligence Manager

In my role at Accenture I am responsible for providing day-to-day BI expertise & guidance to clients in a variety of industries. I typically perform Project Lead or Design Lead roles, but also assist clients with building project roadmaps, estimates, team structures and plans. 

A recent project & accomplishment includes delivering an automated KPI Dashboard project (using QlikView, SQL Server & SSIS) within 8 weeks.

Business Intelligence Consultant

TalkTalk

Responsible for the delivery of technical projects for one of the UK's largest residential telecommunication providers. Managed a team of up to 15 designers and analysts through migration and large bespoke BI projects. To summarise key achievements:

•	Led a data warehouse team of 15 to oversee both support and critical development projects
•	Direct stakeholder management responsibility 
•	Delivered a migration project contributing to programme savings of £500k per week
•	Implemented Agile Scrum methodologies to improve time-to-market ROI
•	Built key relationships with stakeholders, suppliers and offshore vendors

Data Warehouse Project Manager

Carphone Warehouse

Performed analysis on large, multi-national data warehouse projects. Achieved a highly-effective performance review and delivered all projects on time.

Data Warehouse Solution Architect

Delivering technical work packages, reporting into the overall project manager. Responsible for a large CRM campaign management package that was delivered with great success.

Solution Delivery Lead

Founder at Decision Crew | Passionate about delivering value to clients through data & analytics.

My core belief is a simple one: data should be personal.

Starting at Accenture, I saw firsthand how great data visualizations can make all the difference. It’s not just about numbers; it’s about telling a story. I founded Decision Crew to bring that personal touch to businesses, helping them grow by truly understanding their data.

𝗪𝗵𝗮𝘁 𝗜 𝘀𝘁𝗮𝗻𝗱 𝗳𝗼𝗿:

- 𝗠𝗮𝗸𝗶𝗻𝗴 𝗮 𝗿𝗲𝗮𝗹 𝗶𝗺𝗽𝗮𝗰𝘁: I left the big consultancy world to make a real difference. Our goal is to help businesses thrive through the power of data.
- 𝗣𝗮𝘀𝘀𝗶𝗼𝗻𝗮𝘁𝗲 𝘄𝗼𝗿𝗸 𝗰𝘂𝗹𝘁𝘂𝗿𝗲: I’m committed to building a team that loves what they do and balances work with life.
- 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 d𝗮𝘁𝗮: Data should speak to you. It is the DNA of your business.
- 𝗘𝗺𝗯𝗿𝗮𝗰𝗶𝗻𝗴 𝘁𝗲𝗰𝗵: I’m passionate about connecting businesses with the latest data and AI technologies to keep them ahead.
- 𝗔 𝗳𝗮𝗶𝗿𝗲𝗿 𝘄𝗼𝗿𝗹𝗱: I care about causes such as supporting those in need as well as the transition to a sustainable world
- 𝗚𝗲𝗻𝘂𝗶𝗻𝗲 r𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀: Business is about people. I care deeply about our clients and their success.

𝗪𝗵𝗮𝘁 𝘄𝗲 𝗱𝗼 𝗮𝘁 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗖𝗿𝗲𝘄:

At Decision Crew, we turn complex data into clear, actionable insights. We offer services in data visualization, cloud management, training, and automation. Our global team brings diverse perspectives and innovative solutions to every project.

𝗟𝗲𝘁’𝘀 𝗰𝗼𝗻𝗻𝗲𝗰𝘁:

I’m here to help you make your data work for you. Let’s transform your data into a powerful tool for growth and success. Together, we’ll build a future that’s not just data-driven but also personal and impactful.

Tom Welgemoed

𝗦𝗼𝗺𝗲 𝗺𝗼𝗺𝗲𝗻𝘁𝘀 𝘀𝗵𝗮𝗽𝗲 𝘆𝗼𝘂 𝗳𝗼𝗿 𝗹𝗶𝗳𝗲.

I was a teenager, finishing up in the garden. Tired, bored, ready to move on.

My dad walked over, looked at the edges, the corners, the spots I’d rushed through thinking no one would notice.
He wasn’t the advice-giving type. Most days, he’d just point at what needed fixing and expect you to figure it out.

But that day, something shifted. He paused, looked me squarely in the eye, and said:

“𝗗𝗼𝗻’𝘁 𝗱𝗼 𝗶𝘁 𝗳𝗼𝗿 𝗺𝗲. 𝗗𝗼 𝗶𝘁 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳. 𝗧𝗵𝗲𝗻 𝘆𝗼𝘂’𝗹𝗹 𝗸𝗻𝗼𝘄 𝗶𝘁’𝘀 𝗴𝗼𝗼𝗱 𝘄𝗵𝗲𝗻𝗲𝘃𝗲𝗿 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗰𝗵𝗲𝗰𝗸𝘀.”

He wasn’t talking about the garden.

He was talking about the standard you keep when no one’s looking. The integrity that lives in the unseen corners. The craft that matters, whether or not there’s an audience.

That sentence became my internal compass.

𝘐 𝘢𝘭𝘴𝘰 𝘵𝘢𝘭𝘬 𝘢𝘣𝘰𝘶𝘵 𝘵𝘩𝘪𝘴 𝘴𝘵𝘰𝘳𝘺 𝘪𝘯 𝘮𝘺 𝘊𝘌𝘖 𝘚𝘵𝘰𝘳𝘪𝘦𝘴 𝘤𝘰𝘯𝘷𝘦𝘳𝘴𝘢𝘵𝘪𝘰𝘯 - 𝘢𝘳𝘰𝘶𝘯𝘥 𝘮𝘪𝘯𝘶𝘵𝘦 22:22 
https://lnkd.in/e9RG7qj5

Since then, it’s shaped every project, every product, every decision at Decision Crew and now at Decision Agency. The last 5% isn’t optional: it’s where quality separates itself from “good enough.” The edge cases matter. The design matters. The value matters.

Because quality isn’t something someone else awards you. It’s a promise you keep to yourself.

So we slow down when things don’t work as expected. We tighten up the code and test it again. We polish what’s functional but visually not quite right. We own the outcome.

The work carries your name long after the meeting ends.

𝗦𝘁𝗮𝘆 𝗰𝗹𝗼𝘀𝗲 𝘁𝗼 𝘆𝗼𝘂𝗿 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝘀. 𝗧𝗵𝗲𝘆’𝗿𝗲 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗿𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗿𝗲𝗮𝗹 𝘁𝗶𝗺𝗲. 𝗢𝗻𝗲 𝘂𝗻𝘀𝗲𝗲𝗻 𝗰𝗼𝗿𝗻𝗲𝗿 𝗮𝘁 𝗮 𝘁𝗶𝗺𝗲.

#decisioncrew #ceostories #data #AI

Founder & CEO | Transform your business with AI & automation

𝗪𝗮𝗶𝘁, 𝘀𝗼 𝘆𝗼𝘂 𝗱𝗼 𝗱𝗮𝘁𝗮... 𝗯𝘂𝘁 𝗮𝗹𝘀𝗼 𝗔𝗜? 𝗔𝗻𝗱 𝗱𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱𝘀? 𝗪𝗵𝗮𝘁 𝗶𝘀 𝗶𝘁 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗱𝗼?"

I’ve been asked this more than I’d like to admit.

So here’s the clearest answer I can give:

𝗪𝗲 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗲 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱’𝘀 𝗱𝗮𝘁𝗮 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀.

That clumsy business process everyone complains about, but no one fixes.

The messy Excel file that’s become a business liability.

The insights are buried so deep in your data that you’ve stopped looking for them.

We take those headaches and turn them into something that works:

• Dashboards that inform 𝗿𝗲𝗮𝗹 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀
• Automated flows that 𝗲𝗹𝗶𝗺𝗶𝗻𝗮𝘁𝗲 𝘁𝗵𝗲 𝗿𝗲𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝘀𝘁𝗲𝗽𝘀 your team does daily
• Operational analytics apps with AI at the core, making your 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗳𝗮𝘀𝘁𝗲𝗿 𝚕̶̶̶𝚎̶̶̶𝚜̶̶̶𝚜̶̶̶ ̶̶̶𝚎̶̶̶𝚛̶̶̶𝚛̶̶̶𝚘̶̶̶𝚛̶̶̶–̶̶̶𝚙̶̶̶𝚛̶̶̶𝚘̶̶̶𝚗̶̶̶𝚎̶̶̶, and 𝗯𝗲𝘁𝘁𝗲𝗿 𝗲𝗾𝘂𝗶𝗽𝗽𝗲𝗱 𝘁𝗼 𝗱𝗲𝗰𝗶𝗱𝗲

𝗜𝗻 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗲? CEO scorecards in Power BI. Automated onboarding that triggers training the moment someone requests access. AI-driven data extraction that doesn’t just surface information – it recommends what to do with it.

The world has moved on from insights. It now expects assisted decision-making.

𝗔𝗻𝗱 𝗶𝗳 𝘆𝗼𝘂’𝗿𝗲 𝘀𝘁𝘂𝗰𝗸 𝗼𝗻 𝗮 𝗱𝗮𝘁𝗮 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲, 𝗹𝗲𝘁’𝘀 𝘁𝗮𝗹𝗸.
The breakthrough might be closer than you think.

#decisioncrew #processautomation #businessintelligence #data #ai

𝗧𝗵𝗮𝗻𝗸 𝘆𝗼𝘂 𝘁𝗼 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝘄𝗵𝗼 𝘃𝗼𝘁𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗿𝗲𝗰𝗲𝗻𝘁 𝗽𝗼𝗹𝗹.
Seeing that 64% of you spend 5–10 hours every week fixing or reconciling Excel files was eye-opening… and honestly, very familiar…

So, I have an insightful story to share with you.

I once worked with a central UK bank that produced a weekly cashflow report built on twenty spreadsheets.

Every Monday followed the same ritual:
𝘥𝘰𝘸𝘯𝘭𝘰𝘢𝘥 → 𝘴𝘢𝘷𝘦 → 𝘰𝘱𝘦𝘯 → 𝘤𝘰𝘱𝘺 → 𝘱𝘢𝘴𝘵𝘦 → 𝘳𝘦𝘱𝘦𝘢𝘵.
Three full pages of steps.
One wrong click, and the entire report unraveled.

When the process owner went on holiday, I took over the process.

On my very first attempt, something broke - not on purpose, just somewhere deep in that fragile chain of steps.

It took an entire day to trace back one tiny mistake.

A reminder of how much stress is hidden behind processes that no one ever questions.

𝗕𝘂𝘁 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝘁𝘂𝗿𝗻𝗶𝗻𝗴 𝗽𝗼𝗶𝗻𝘁 𝗰𝗮𝗺𝗲 𝗹𝗮𝘁𝗲𝗿.

I built a small automated version of the workflow in parallel.

One week, the automated results didn’t match the manual report.

At first, the assumption was simple:
𝘁𝗵𝗲 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻 𝗺𝘂𝘀𝘁 𝗯𝗲 𝘄𝗿𝗼𝗻𝗴.

But the logs told a different story:
𝘛𝘩𝘦 𝘴𝘰𝘶𝘳𝘤𝘦 𝘧𝘪𝘭𝘦𝘴 𝘩𝘢𝘥 𝘤𝘩𝘢𝘯𝘨𝘦𝘥 𝘶𝘱𝘴𝘵𝘳𝘦𝘢𝘮 - 𝘲𝘶𝘪𝘦𝘵𝘭𝘺, 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘸𝘢𝘳𝘯𝘪𝘯𝘨.
𝘕𝘰 𝘰𝘯𝘦 𝘯𝘰𝘵𝘪𝘤𝘦𝘥.
𝘌𝘷𝘦𝘳𝘺𝘰𝘯𝘦 𝘵𝘳𝘶𝘴𝘵𝘦𝘥 𝘵𝘩𝘦 𝘥𝘢𝘵𝘢 𝘢𝘴 𝘪𝘵 𝘢𝘳𝘳𝘪𝘷𝘦𝘥.

And that’s when something clicked for me:
𝗘𝘃𝗲𝗻 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝗱𝗶𝘀𝗰𝗶𝗽𝗹𝗶𝗻𝗲𝗱 𝘄𝗼𝗿𝗸𝗳𝗹𝗼𝘄 𝗰𝗼𝗹𝗹𝗮𝗽𝘀𝗲𝘀 𝘄𝗵𝗲𝗻 𝘁𝗵𝗲 𝗳𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝘀𝗵𝗶𝗳𝘁𝗶𝗻𝗴 𝗯𝗲𝗻𝗲𝗮𝘁𝗵 𝗶𝘁.

And this wasn’t a small startup.
This was a major bank running mission-critical reporting on processes held together by routine and hope.

I think about that often.
About how many teams still depend on systems built from memory, not design?
About how much time, energy, and talent are lost in steps that should have been automated years ago.

Sometimes real clarity arrives through the most minor cracks in a spreadsheet.

𝗦𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗴𝗶𝗻𝘀 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗳𝗶𝗻𝗮𝗹𝗹𝘆 𝗯𝗿𝗲𝗮𝗸𝘀.

#decisioncrew #excelchaos #evolvebeyondexcel

𝐐𝐮𝐢𝐜𝐤 𝐪𝐮𝐞𝐬𝐭𝐢𝐨𝐧: How much time does your team lose every week fixing or reconciling Excel files? 
📊 Cast your vote:

👉 I’ll share the results next week and why so many leaders underestimate the hidden cost of Excel Chaos.

How much time does your team lose every week fixing or reconciling Excel files?

A highly experienced Managing Director and Specialist in Business and Data Transformation. With hands-on experience across multiple business disciplines, Sofia specialises in transforming organisations through pragmatic, scalable strategies by paying special attention to people, culture and skills. Sofia’s clients achieve greater profitability, accelerate their commercial focus, and build cultures that people are proud to be part of.

Sofia is an inspirational leader, nurturing and empowering leaders of the future. She is incredibly passionate about influencing the data culture of an organisation through education and training. Sofia’s core specialism gravitates towards data excellence, embedding knowledge blueprints as the foundation to ignite evolution and transformation while minimising risk.

With a pragmatic business and data architecture mindset, Sofia leads the design and implementation of business-focused data strategies that enable digital transformation and unlock real value. Sofia helps organisations mature on their data journey through data, analytics and literacy strategies that protect and exploit a business’s data, and power their future.

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The Battle

Tom Welgemoed

Sofia Alcala Paterna

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The Battle

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Sofia Alcala Paterna

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