Make your GA data greater

Decidable was founded by Mike Bugembe and Craig Smith. While hailing from very different backgrounds, they both had the same frustrations with current BI solutions.

They believed that data insights should be available to everyone in a business. Not just those who are trained in translating complex data. And so Decidable was born.

Decidable's on a mission to help businesses become truly data, rather than hunch, driven. Democratising and demystifying data is the first step.

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Mike Bugembe  
CEO + Head of Product

Ex-Accenture, De Beers and Expedia.
Most recently Chief Analytics Officer at, where his team used AI to transform the JustGiving platform from a standalone donation website to a smart social giving platform. His algorithms raised millions for charity, contributing to the growth in donations from around $100m a year to over $400m a year. His work was instrumental in the $100m acquisition of the JustGiving product suite.  

Mike published his unique approach to generating value from data in his best-selling book, Cracking the Data Code. It’s used as a blueprint on data for many large businesses. He is invited internationally to discuss the future of AI and data. Harvard University regularly shared his research on the interplay between human decision making and data. Mike’s work has gained a lot of public recognition, and a lot is written about him in many popular publications and books. He has won several awards for data, AI and behavioural economics. This year he was named by Data IQ as one of the most influential people in the world of data.

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Craig Smith  
Chief Digital Officer

Ex-Ted Baker London and Radley London.
Most recently Capability Lead for Experience & Design at Capita PLC. At Radley London he held the role of Interim Chief Customer Officer and 24 years at Ted Baker where he was originally Brand Communication Director and then Digital Commerce Director. He helped build the Ted Baker brand from £8m to £650m and to span 50 countries. Led the rebuild of the Experience Design team within the Transformation Guild as part of the Capita Consulting senior management team. This covered UX, UI, Interaction Design, Graphic Design, Service Design, DevOps and Interface Design.  

A highly experienced leader across multiple specialisms, Craig has built and managed large and dynamic multi-disciplinary teams with a track record of developing and delivering complex digital, e-commerce, brand & marketing strategy, brand creative and hugely innovative projects spanning over 25 years of working internationally.

contact craig