Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Pharmaeutical giant becomes the latest organisation to sign on with Complexica

Pfizer Australia is rolling out artificial intelligence-based digital analyst tools from Complexica in a bid to improve the pharmaceutical company’s data-driven sales and marketing decision making.

Based on its digital analyst engine, dubbed Larry, Complexica’s What-if Simulator allows Pfizer to test and optimise a range of scenarios based on internal and external data sets. In a statement, the company said it plans to use the software to simulate the impact of sales and marketing strategies, investigate assumptions and hypothesis difficult to test in the real world, and compare the outcome of various what-if scenarios in order to understand what’s contributing to business results.

Pfizer said the software will also help to understand deterministic and non-deterministic factors presented in its business operations, as well as see how variables within different questions impact one another.

Pfizer brand manager, Andrew Endicott, said the group evaluated a number of predictive and optimisation offering before opting for Complexica.

“We have found that answering complex ‘what-if’ questions is a challenging and time consuming endeavour,” he said. “We believe that Complexica’s What-if Simulator can provide Pfizer Australia with a platform for scenario analysis that will improve our decision making in the future.”

Complexica chief scientist, Dr Zbigniew Michalewicz, said the deal with Pfizer was a significant one.

“Complexica is delighted to have been selected by one of the world’s largest pharmaceutical companies for the provision of software and services in this very important and challenging area,” he said.

Complexica pitches Larry as a form of Siri for business, using a combination of algorithms on big data sets to help with data-driven decision making.

The vendor has been steadily picking up customers in the local market, and most recently signed on with Detmold Group, a South-Australian manufacturer of paper and board-based packaging products, to use Larry to help sales and marketing staff better use big data from various sources for decision making around individualised messages and offers through to strategic decisions.

The group’s 20-strong client base also includes PFD Food Services, which has deployed Larry to undertake automated analytics across its in-field sales reps, telesales teams and website sales, as well as Liquor Marketing Group, which uses the software for centralising and automating analytical tasks across its 1400 retail stores.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

Latest Podcast

More podcasts

Sign in