DuluxGroup ups the ante on digital play with AI-powered digital analyst

Australian manufacturer expands use of Complexica digital analyst engine to digital group

Paints, garden care and home improvement manufacturer, DuluxGroup, is upping its investment into machine learning and algorithmic-based virtual assistance technology and signed an expanded partnership with Complexica.

Nine months after announcing its initial investment into the Complexica Customer Opportunity Profiler (COP) system for its trade paints, texture coatings and protective coatings business, the company will now extend usage to its group digital capability team.

Specifically, the plan is to integrate COP, which is based on Complexica’s AI-powered digital analyst and sales assistance tool, Larry, with the Adobe Campaign Platform to drive more personalised campaigns. DuluxGroup’s brands include Dulux, Yates, Selleys and Cabot’s. 

“Complexica’s software will enable DuluxGroup to reduce the amount of time required to generate usable insights, increase our campaign automation capability, personalise our communications based on core metrics, and close the loop on sales results to optimise ongoing digital marketing capability,” DuluxGroup group head of CRM, James Jones, said.

DuluxGroup started rolling out the Adobe Marketing Cloud more than two years ago as the centrepiece of its marketing technology stack to support its digital platform offering to customers across both B2B and B2C brands.

Complexica director of customer engagement, Mike Costa, said DuluxGroup was a significant customer for the technology vendor and said his team was looking forward to expanding the relationship across the digital space.

“Our next-generation Customer Opportunity profiler will provide DuluxGroup with the seamless ability to generate personalised campaigns using the advanced machine learning and knowledge discovery algorithms within Larry, the Digital Analyst,” he said.

Initially, the original project (COP) was designed to help automate questions for DuluxGroup's sales team around which customers to visit and prioritise and what to discuss with each customer. 

Complexica managing director, Matt Michalewicz, said the new deployment is for Dulux's digital team, which has a goal of driving personalisation into their digital communications by better understanding was is the next-best conversation to have with each individual customer.

"From there, it's then about deciding whether that personalised conversation/message should be delivered via a sales rep or via a digital channel," he explained.

DuluxGroup is one of a number of Australian brands that have adopted solutions based on Larry, the AI-powered digital analyst engine. Others include Detmold Group and Pfizer Australia.

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. COP is one of the key offerings build on top the digital analyst engine. Others include Order Management system, Promotional Campaign Manager, What-if Simulator and an E-commerce Recommendation Engine.

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

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in