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
Leaning into brand building is a key way IAG's NRMA and CGU businesses are getting through the COVID-19 pandemic, chief marketing officer, Brent Smart, says.
Disparate data sources, fragmented technology and a lack of funding has left many brands struggling in the battle for online customer attention amid a global pandemic. Now more than ever, brands need to focus on unlocking the value of their marketing technology.
For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.
Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?
Well done, team at Larsen. Fantastic story of how to continually invest in customer experience.
Adam Frank
A designer jewellery brand's take on customer relations
Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...
Paul Scott
How to design for a speculative future - Customer Design - CMO Australia
Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...
Phil Davis
ACCC launches fresh legal challenge against Google's consumer data practices for advertising
“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...
Lawrence
Brand Australia misses the mark
IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...
JV_at_lAttitude_in_Cairns
Brand Australia misses the mark