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TECHNOLOGY | Staff Reporter, Australia
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Detmold Group joins forces with Complexica for Artificial Intelligence and Big Data innovation

The partnership seeks to apply an AI engine for sales and marketing.

Complexica Pty Ltd, provider of Artificial Intelligence software for optimising sales & marketing activities, signed a contract with Detmold Group to explore the application of Complexica’s AI-based computational engine – Larry, the Digital Analyst – for various sales & marketing functions within Detmold Group.

The Detmold Group is a manufacturer of paper and board based packaging products for a diverse range of customers. The company was founded in 1948 in Adelaide, South Australia by Colin Detmold and after over 65 years of growth and expansion, is still owned and managed by the Detmold family. The Detmold Group employs around 2500 people worldwide in offices and factories strategically located to support customer operations and future growth.

“As an innovator in the packaging industry, the Detmold Group is always seeking new ways to deliver maximum value and service to our growing base of customers,” said Alf Ianniello, CEO of Detmold Group.

“Given the rise of Artificial Intelligence and big data analytics in recent years, we are keen to explore what’s possible in this exciting new field using the cloud-based software applications developed by Complexica.”

Larry, the Digital Analyst is proprietary computational engine developed by Complexica, which is used by sales & marketing staff to quickly generate answers and insights that would take teams of human experts a long time to produce. Examples include dynamic customer segmentation and profiling, mass personalisation of customer conversations and interactions, optimisation of retail promotional campaigns, and dynamic pricing and bundling of products and services.

At its core, Larry, the Digital Analyst is made up of algorithms that perform certain tasks – such as collecting data from various sources, checking its integrity, reformatting it when necessary, combining it with other data, and so forth. When applied to a specific problem or domain, Larry enables “data-driven” decisions at a fraction of the time and cost of human experts. 

“Using Artificial Intelligence to quickly shift through very large amounts of data and convert generic information into specific knowledge, is fundamentally changing the face of sales and marketing functions in many industries,” said Matt Michalewicz, Managing Director of Complexica.

“I believe that being smart with data and using it to add value for your customers is going to be one of the major themes of the next five years. Hence, we look forward to working with the Detmold Group to explore how Larry, the Digital Analyst® can be used to automatically capture data, analyse it, and deliver actionable insights to sales & marketing staff across the business.”

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