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

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.

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