The manager, who watched as his side conceded four unanswered goals - three during a dismal second-half - couldn't hide his frustration as he called upon his team to 'grow up' and begin to learn from their mistakes as he refused to defend their terrible awayday showing.
Dean, who was speaking to representatives of both local radio and news media, said; "I can’t defend that performance. The second-half in particular was nowhere near good enough. I can only apologise to the fans. Second-half, that was an embarrassment and it will not be tolerated at the football club.
"The players need to look at themselves. First-half, we conceded a bad goal if I’m honest - it’s come from our phase of play. On the turnover we need to do better. But we created chances. We should have had a couple of goals in the first-half.
"But second-half, I can’t defend that. The players need to look at themselves and grow up."
A visibly annoyed Keates, who had led his team into the match on the back of two well-earned victories, then went on to discuss the somewhat difficult weather conditions at Valley Parade, admitting that the Bantams were able to handle the wind and rain better than his side.
The gaffer continued; "They dealt with it better than us. That is something we spoke it about. We tried to play football. But ultimately, no disrespect to Bradford, but we knew how we were going to be put under pressure. They were going to come forward and compete for second balls.
"I’ve seen it all through the week, we have looked at the clips. The conditions today, maybe we should have been a bit more direct because every time it went up Cookie won it. We still tried up play and we put ourselves under pressure. We caused it ourselves. Ultimately that is what have cost us."