We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.
Australian-based artificial intelligence software company, Complexica, has recruited former global analytics and data chief for Treasury Wine Estates as its new director of data science to help expand its market presence.
Nigel Hey was previously the global manager of data insights and innovation at TWE, owners of a raft of iconic wine brands including Penfolds, Lindemans, Wolf Blass and Wynns, for nearly two years. Prior to that, he was TWE’s head of data governance and standards at the wine group for 18 months.
Hey’s professional background also includes a mix of project management roles in both the public and private sectors.
As director of data science at Complexica, he will help the software vendor to expand its customer base and product offering. The company produces software that performs automated and advanced analytics using artificial intelligence in order to help clients to improve business processes and workflow.
Its flagship product, Larry the digital assistant, is pitched as a Siri for business and performs analysis using a combination of algorithms on sales data to improve sales management and strike rates.
“Nigel brings strong, practical skills to Complexica, having been part of global management teams in large organisations, and we are tremendously pleased that he has decided to join our team,” said the vendor’s chief scientist, Dr Zbigniew Michalewicz. “As our company continues to grow and expand its analytical offering, Nigel’s tremendous depth and breadth of industry experience will prove invaluable in maximising the value we deliver for our clients.”
For his part, Hey said he looked forward to bringing his data knowledge and industry insight to the role.
“Having worked with a variety of private and public sector organisations across oil and gas, defence, energy, law and health, I’m a passionate advocate of using data science and analytics to drive tangible economic benefits,” he said.
“I look forward to being part of the exciting journey that lies ahead of Complexica, and contributing the company’s growth.”
Complexica’s client base includes PFD Food Services, which has deployed Larry to undertake automated analytics across its in-field sales reps, telesales operators and website sales, and Liquor Marketing Group, which has brought in Complexica to centralise and automate analytical tasks. These are aimed at increasing the quality, timeliness and effectiveness of promotional campaigns as well as financial results achieved by its 1400 retail stores nationally.
The agreement, dubbed ‘Project Automate and announced in December, includes automated data loading and handling, interpretation and analysis of purchase history and scan data, and automated analytics to illustrate promotional campaign effectiveness.
LMG’s finance director, Gavin Saunders, said the project was a key stepping stone to becoming “best in class when it comes to promotional effectiveness at a retail level”.