Write to us : info@decision-tree.com

Our Team


Avni Sood, Chief Executive Officer

Avni has 18+ years of experience that cuts across Business Analytics, CRM, Supply Chain and Strategy Functions. An MBA from XLRI Jamshedpur and an Engineer from IIT Kharagpur, he has founded two startups including DecisionTree. He has been instrumental in designing and implementing Analytics solutions across clients in various industries including Retail, Telecom, Automotive, Financial Services and Travel & Hospitality. He brings strong leadership skills and handles delivery for our clients across India, US and European Geographies. Avni in the past has worked with clients in India and International markets during his association with premier organizations like American Express, Cambridge Technology Partners, Infosys, Symphony Services and TAS.

Karl W. Lendenmann, Ph.D., President, North America

Karl has 25+ years of insight and intelligence experience as a customer-centric Marketing Scientist and Demand Chain consultant, who takes multiple approaches, such as visual analytics, predictive-prescriptive analytics, research and in-market testing to glean actionable insights that can be leveraged to create material business, brand and customer value. His experience domains include market and competitive analysis, segmentation and personas, brand positioning and equity, message-creative strategy, campaign performance, media attribution and optimization, response-lead modeling and scoring, customer experience and CRM analytics. Karl has worked on behalf of a multitude of B2C and B2B clients during his various marketing leadership roles, with companies such as KPMG International (Amsterdam, NL), KPMG (US), Bozell Worldwide, Wakeman & deForest, Brierley & Partners, PulsePoint and Mediassociates. Karl earned a Ph.D. in Experimental Psychology, with minors in Applied Statistics and Decision Sciences from the University of Toronto, and for over 10 years he taught various marketing certificate courses at UCLA and UC, Irvine.

Gaurav Jindal, Vice President, Client Engagement

Gaurav has over 12+ years of experience in in the area of Supply Chain analytics in the Retail and the online space. His experience covers multiple supply chain domains including demand forecasting, fulfilment, inventory planning, merchandizing & planning and supply chain networks. He is well versed with all facets of data modelling – data scrubbing, pattern extraction, machine learning models, clustering techniques and algorithmic model development. He has worked with premier organizations like Procter & Gamble, Symphony Services, Chainalytics and jabong.com. Gaurav is a BTech from IIT Delhi and had has done his Master’s in Business Administration from IIM Calcutta.

Rajeev Saraf, Ph.D., Telecom Vertical

Rajeev has over 20+ years of experience and has been a leader in the Location Intelligence, GIS and Mapping space globally. He has extensively worked in building a broad portfolio of business and technology solutions, enabling improved business performance for clients worldwide. A visionary with acumen of new product development in global market place. Rajeev holds an impressive academic and professional background. He is a B.Tech from IIT, Kharagpur and Masters & PhD from Vanderbilt University, United States. Rajeev was also visiting faculty in Indian Institute of Technology, Delhi.