How Do You Make a Subjective Decision Objective?


Reduced Asymmetric Information

Identified, diagnosed, and solutioned systemic changes to correct and sustain symmetric supply chain information.

Data Control and Governance

Led the strategy for prototyping a centralized business intelligence database and interface.

Measures of Value

Led the research and design for custom measures of value, and delivered four models for valuing marketing and RnD.

Challenge & Opportunity

USB’s CEO approached BigWideSky (a CNTRD network partner) about a brand related governance and transparency issue with USB’s 40+ brand portfolio. BigWideSky then approached CNTRD with a provocative question, “How would you make a subjective decision objective?”

After deconstructing the question it became apparent that the governance issue within the USB system allowed for vendors to generate subjective performance measures. 

CNTRD reframed the problem as a supply chain problem. To support our claim, the data scientists in our network (Evolve24) converted our research requirements and “theory of waste” into an AI search and trend analysis bot. These bots collected and analyzed proxy data to validate our theory of supply chain waste. USB and BigWideSky proposed that CNTRD create, vet, and select the right option to eliminate the waste. One solution we presented was to develop a market intelligence ecosystem to centralize data, control information, and set performance metrics.

The result: a year-long collaborative project with CNTRD, BigWideSky, Dom & Tom, and NBS Consulting. CNTRD led project strategy, measurement modeling, and stakeholder analysis, while Dom & Tom prototyped the visual interface and NBS modeled database options. Partners executed the plans researched and designed by CNTRD that included value chain mapping, RBV analysis, scenario planning, data ontologies, and data management tactics. In Q2 of 2020, CNTRD delivered the prototype, and USB is currently performing an on-going review of the artifact.