DARIVIA
Decision Trajectory
Intelligence
Modeling how consumers evaluate, reject, and choose products
DTI Platform is an Expert-Guided Intelligence system that captures and analyzes consumer-brand interactions, creates a separate Consumer Decision Trajectory, and transforms the resulting knowledge into Commercial and Business Intelligence.
PROBLEM
The outcome doesn't explain the decision
Brands see outcomes - sales, conversion, returns, markdowns. But they rarely see the decision process that produced them: why a product entered consideration, why it was rejected, what displaced it, and how context changed the choice.
What systems see - and what remains missing
WEB ANALYTICS
Sees
click · view · conversion
Misses
why the person hesitated
CRM
Sees
identity · transaction
Misses
how the person explains value
FOUNDATION LLM
Sees
current text · general intelligence
Misses
a persistent, brand-accessible decision history
DTI
Sees
goals · constraints · trade-offs · mismatch · confidence · demand · outcomes over time
Boundary
does not replace operational systems
GAP
Product fit is not competitive consideration
A product can fit a consumer's needs and still never enter serious consideration.
Choice emerges from the interaction between Consumer - identity, preferences, parameters; Mission - goal, context, constraints; and Product - attributes, positioning, alternatives.
Traditional customer and product data capture parts of this system. They rarely capture the trajectory of the decision itself.
Choice emerges from the interaction between Consumer - identity, preferences, parameters; Mission - goal, context, constraints; and Product - attributes, positioning, alternatives.
Traditional customer and product data capture parts of this system. They rarely capture the trajectory of the decision itself.
MARKET SHIFT
LLMs are becoming a new interface for commerce, but they do not by themselves create durable brand knowledge about choice.
A model can conduct a good conversation while the brand still loses the context, reasons, and decision patterns after the session ends.
A model can conduct a good conversation while the brand still loses the context, reasons, and decision patterns after the session ends.
A new intelligence layer between customer data and commercial outcomes
WHAT WE DO
The customer talks to the brand. DTI works behind the Brand Agent. The Brand Agent runs the dialogue; DTI receives permitted signals, returns relevant guidance, creates a separate Decision Trajectory, and converts it into intelligence.
Platform architecture
Interface
Consumer
goals · context · constraints
→
Conversation
Brand Agent
owns the customer dialogue
⇄
Guidance process
Expert-Guided Intelligence
what to clarify · compare · explain
Primary data entity
Decision Trajectory
time-ordered goals · contexts · alternatives · decisions · actions · outcomes
→
Structured knowledge
DTI Intelligence Layer
Trajectory Archive · Decision Memory · Consumer and Market Models · versioned intelligence
Foundation LLM - model, weights, and inference infrastructure used by the Brand Agent
Guidance IntelligenceRelevant context · next questions · better next action · Consumer Summary
Market & Assortment IntelligenceMismatch · unmet demand · emerging needs · overlap · demand signals
HOW
Conversation remains the brand's operational interaction. DTI creates a separate, time-ordered structured object from permitted signals. Goals and contexts belong to the trajectory, not to the persistent Consumer Mind Model.
One decision trajectory
01
Goals & Contexts
what the person is trying to achieve and when
02
Constraints
eligibility and decision boundaries
03
Preferences
functional · aesthetic · contextual
04
Alternatives
products considered and rejected
05
Trade-offs
acceptable and unacceptable compromises
06
Decisions
the evolving structure of choice
07
Actions
what happens after the decision
08
Outcomes
confirmed results over time
TWO OUTPUTS
The same intelligence layer supports the live consumer experience and reveals patterns across the market.
01
Commercial Intelligence
Demand Capture and Demand Formation: conversion, cross-sell, upsell, retention, latent desires, new categories, and future needs.
02
Business Intelligence
Customer-Product Mismatch, Assortment, Merchandising, and Demand Intelligence derived from accumulated trajectories.
DECISION INTELLIGENCE
The reports are a derived Business Intelligence layer built on Customer-Product Fit and competitive shortlist decisions. They demonstrate downstream analytical capability, not the full live EGI process.
Controlled evidence laboratory
From fit to shortlist intelligence
Synthetic consumer corpus · official brand catalogue data
379,440
Consumer × Goal × SKU evaluations
558
Competitive consultations
1,639
Candidates in final shortlists
Three demonstrated application classes
Consumer-Assortment Coverage
Product-Consumer Resonance
Scenario Stress Test
PILOT
A pilot must test the full EGI process in live interaction
The current evidence demonstrates downstream analytics. Live guidance, Demand Formation, confidence evolution, and cross-interaction Decision Memory require a brand pilot.
01 / CONNECT
Connect permitted interactions
Catalogue, intended product roles, business questions, and permitted Expert-Guided Interactions.
02 / BUILD
Build Decision Trajectories
Create separate trajectories and connect them to outcomes through Anonymized_UID.
03 / VALIDATE
Validate the live process
Test guidance, Demand Formation, confidence evolution, fit, and management signals.
04 / ACT
Return intelligence
Return Commercial and Business Intelligence to the Brand Domain, CRM, and APS.
CURRENT RESEARCH
Three Uncomfortable
Findings from
Luxury-Watch Assortments
Findings from
Luxury-Watch Assortments
Grand Seiko · Longines · OMEGA · Panerai · Rolex · TUDOR
74%
Achieved a strong fit but never entered a final shortlist
16%
Showed repeated intra-brand role overlap - a signal of potential cannibalization
10%
Lost shortlist presence under at least one strong trend scenario
255 synthetic Consumer Mind Models · 558 profile-specific purchase goals · 6 brands
Request the full research
VALUE
From outcomes to decision intelligence
· Improve guidance for conversion, cross-sell, upsell, retention, and return reduction.
· Reveal Customer-Product Mismatch, assortment gaps, and missing products.
· Identify product-role overlap, competitive displacement, and decision bottlenecks.
· Stress-test shortlist and portfolio migration under stated scenarios.
· Return relevant Guidance Context and intelligence views to Brand Domain, CRM, and APS.
Fit ≠ Shortlist ≠ Final Purchase
OWNERSHIP
Brand
Owns the Customer Relationship, Communication, Conversation, raw interaction records, Orders, Transactions, and Brand Domain. Retains PII.
DTI
Owns the Decision Trajectory Archive, Decision Memory, DTI objects, and derived Commercial and Business Intelligence.
LLM Vendor
Owns the foundation model, weights, and inference infrastructure. It is not a unique DTI asset.
Conversation remains with the brand. DTI creates a separate anonymized Decision Trajectory from permitted signals. Specific rights, retention, deletion, and portability are governed by consent and contract.