Context
Structured information, history, documents and external context assembled around the decision.
From Antwerp · September 2026
Stop Building Data Products in the Data Team.
Bringing data closer to the decision.
Cameron Price, Founder & CEO, Data Tiles
Presented at the 3rd Industry Summit on Data Product-Oriented Architectures
Antwerp Management School, Antwerp, Belgium · September 17, 2026
Business teams still wait too long for the data needed to make important decisions. Cameron’s Antwerp presentation argues for a different model: abstract technical complexity from the business user’s experience while the engineering, sophistication and control remain underneath.
Watch the presentation
Original 15-slide presentationStop Building Data Products in the Data Team.
Start with the decision. Work backwards to the data.
Cameron
Latttice · Lenz
Athena Federated Query IP
CBIG
01 / 15
Cameron Price — CEO & Founder, Data Tiles
The original presentation, advancing automatically. Pause or step through at any time.
The idea from Antwerp
The decision became the last mile.
For years, organizations optimized the journey from source data to data products. The decision sat at the end of that supply chain, waiting for reports, handoffs and interpretation.
Cameron’s challenge was to reverse the perspective. Begin with the decision, then work backwards to the context, evidence, meaning and controls it needs.
Start with the decision.
Work backwards to the data.
Sarah’s decision
One decision. Too many places to look.
Should this claim be investigated?
- 01What happened?
- 02Has it happened before?
- 03What looks unusual?
- 04What does policy say?
- 05What should happen next?
Sarah doesn’t need more data. She needs context.
The governed product
Context + meaning + governance.
Meaning
What it means, how it is related, which definition is trusted and what it means in this business context.
Governance
Who can see it, what they can see, which rules apply, where it came from and whether its use can be explained.
One governed context. Many decision experiences.
Human · BI · Application · Workflow · AI · Agent
Complexity is abstracted away
Business users should not have to become data engineers.
Technical complexity does not disappear. It moves out of the business user’s experience. Latttice works with technical and business metadata to create semantic understanding while relationships, security, access controls and governance remain intact.
The business user works with information in terms they understand. Engineering and data teams remain essential for platforms, pipelines, integration, reusable services and the governed foundations beneath every product.
Complexity is abstracted away. Control is not.
Business
Understands the decision
Data
Understands the evidence
AI / application
Understands how it will be used
Design together around the decision.
Why AI changes the urgency
AI moves intelligence to the point of decision.
Then
Data → Report → Human → Decision
Now
Data + Context + Rules
↓ Human + AI
↓ Recommend → Decide → Act
An AI agent cannot spend three days asking six teams where the right information lives. Trusted context has to be available at the moment of decision.
From BI to AI
Build once. Govern once. From BI to AI.
The same governed, decision-centric data product can support a human, dashboard, business intelligence experience, application, workflow, AI assistant or autonomous agent.
HumanDashboard / BIApplicationWorkflowAIAgent
Explore BI to AI Cameron’s four questions
Start with four questions.
What decision?
What recurring decision are we trying to improve?
What context?
What would someone need to know to make it well?
What evidence?
Where does that information live today?
What outcome?
How will we know the decision improved?
Build backwards.
The takeaway
Bring the data closer to the decision.
Start with the decision. Work backwards to the data.
The value of data isn’t the data. It’s the decision it helps someone make.
Cameron’s Antwerp presentation
View the original presentation.
Browse Cameron’s original 15 slides in sequence. The presentation wording, diagrams, visual language and slide order are preserved from the source deck.
01 / 15
Original slide 1
Cameron Price, CEO & Founder, Data Tiles
Executive brief
Download the executive briefBring the data closer to the decision.
A six-page executive brief drawn from the Antwerp presentation: the decision as the last mile, the four questions, context, meaning and governance, the decision-led operating model, and one governed context published everywhere.
From the conference
From Antwerp.
Cameron Price presents a decision-led supply chain for governed data products.
Additional conference photographs can be added here as the official event collection becomes available.
In the media
Conference coverage.
PRLog
Post-conference coverage
The full post-conference press release is published on the Data Tiles newsroom.
Read the press releaseContinue the conversation