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About Us


The founders of Complexica have worked together for almost 20 years building enterprise software applications that are “smart” and “adaptive”. Such applications bring together the disciplines of algorithmic science and software engineering, as the “science” enables the "smarts" within the software. By applying decades of research in automated data mining, analytics, and expert systems, Complexica has developed Larry, the Digital Analyst® – a cloud-based software application that incorporates the latest advances from the field of Artificial Intelligence called Cognitive Analytics.

In general terms, Cognitive Analytics refers to sophisticated algorithms that can manage and analyse big data sets to help people make better, faster decisions. Each day, enterprises collect or aggregate vast amounts of data from very diverse sources and want to analyse these data sets to gain specific insights – for example, to understand how different customer segments respond to different product and service offers, how customer preferences change over time, how customer loyalty is generated and maintained, how promotional campaigns impact volume, margin, and product cannibalisation, and so on. The accuracy of such insights can provide a competitive edge.

Based on Cognitive Analytics, the primary task of Larry, the Digital Analyst® is to manage the interaction with internal data warehouses and external data sets, and to automate the associated data loading, handling, and analytical processes that lead to optimal decisions. Larry consists of a collection of machine-learning algorithms (e.g. Bayes nets, artificial neural networks, rough sets, classifier systems, support-vector machines, decision trees, genetic algorithms) that are used for various data mining problems and advanced analytics. These include:

  1. Anomaly detection (outlier/change/deviation detection) is used to identify unusual data records that might be interesting or contain data errors that require further investigation. Anomaly detection is of key importance in the process of cleaning (and understanding) data.
  2. Association rule learning (dependency modelling) is used for finding relationships between variables. For example, a supermarket might gather data on customer purchasing habits, and using association rule learning, the supermarket can determine which products are frequently bought together and use this information for marketing purposes. This is sometimes referred to as market basket analysis.
  3. Clustering is used for discovering groups and structures in the data that are in "similar", without using known structures in the data. Data is viewed as points in a multidimensional space and points that are “close” in this space are assigned to the same cluster. For example, an organisation may group their customers into micro-clusters for personalised promotional campaigns.
  4. Classification is used for classifying new data to existing categories. For example, an expert system might attempt to classify a credit card transaction into a "legitimate" or "fraudulent" category.
  5. Regression is used to find a mathematical function that models the data with the least error. In other words, regression is a statistical process for estimating the relationships among variables (i.e. the relationship between a dependent variable and one or more independent variables). The discovered relationships aide in understanding how the typical value of the dependent variable changes when any one of the independent variables is varied. A common application of regression is in the area of price elasticity.
  6. Summarisation is used to provide a more compact representation of the data set, including visualisation and report generation. For example, after clustering is carried out, the clusters themselves are summarised (e.g. by generating the centroid of the cluster and the average distance from the centroid of points in the cluster) and these cluster summaries become the summary of the entire data set.
  7. Simulation is used to evaluate a variety of scenarios, thus addressing many important what-if questions. Simulation allows for the analysis of a complex model and understanding of how individual elements interact and affect the simulated environment.
  8. Predictive modelling is used to identify the likelihood of future outcomes based on historical data. It allows going beyond knowing what has happened by providing the best assessment of what will happen in the future. It can be used, for example, to better understand changing market dynamics, or identifying the next best conversation for each customer.
  9. Optimisation is used for recommending the best possible decision (whether for investment, distribution, allocation, etc.) by identifying the key variables, business rules and problem-specific constraints, and taking into account many objectives (e.g. inventory levels, DIFOT), thus providing trade-off analysis.

Larry, the Digital Analyst® is deployed through our enterprise software applications to address a variety of problem domains, such as:

Because most companies maintain large data warehouses on what their customers bought and when, it’s possible to apply Larry to these problem domains to automate the data analysis process and generate actionable recommendations and optimised decisions that create value.

Please click here to download the company factsheet

Learn more about how Larry, the Digital Analyst® was named the 2018 Australian Innovation of the Year


To schedule a demo or learn more about our software productsplease contact us:

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 "Larry will be our digital expert that will enable our sales team and add that technological advantage that our competitors don't have."

Kerry Smith
CEO, PFD Foods
$1.6 billion in revenue
PFD Food Services uses Complexica's Order Management System

 "Following a successful proof-of-concept earlier this year, we have selected Complexica as our vendor of choice for standardizing and optimising our promotional planning activities. Complexica’s Promotional Campaign Manager will provide us with a cloud-based platform for automating and optimising promotional planning for more than 2,700 stores, leading to improved decision-making, promotional effectiveness, and financial outcomes for our retail stores."

Rod Pritchard
Interim CEO, Australian Liquor Marketers
$3.4 billion in revenue
 Australian Liquor Marketers choose Complexica’s Promotional Campaign Manager

 "After evaluating a number of software applications and vendors available on the market, we have decided to partner with Complexica for sales force optimisation and automation. We have found Complexica’s applications to be best suited for our extensive SKU range and large set of customers, being capable of generating recommendations and insights without burdening our sales staff with endless data analysis and interpretation. We have been enjoying working with Complexica and particularly like their partnering approach to solving customer problems. We look forward to deploying Complexica within our business to help sales staff focus on what they do best – providing maximum value and service to our customers."

Aemel Nordin
Managing Director, Polyaire
Polyaire chooses Complexica for sales force optimisation and automation

 "DuluxGroup is pleased to expand its relationship with Complexica, a valued strategic partner and supplier to our business. 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 activity."

James Jones
Group Head of CRM, DuluxGroup
DuluxGroup Extends Partnership with Complexica

 "Instead of hiring hundreds of data scientists to churn through endless sets of data to provide PFD with customer-specific insights and personalised recommendations, Larry, the Digital Analyst® will serve up the answers we need, when we need them, on a fully automated basis without the time and manual processes typically associated with complex analytical tasks.”

Richard Cohen
CIO, PFD Foods
$1.6 billion in revenue
PFD Food Services PFD Food Services uses Complexica's Order Management System

 "As a global innovator in the wine industry, Pernod Ricard Winemakers is always seeking ways to gain efficiencies and best practices across our operational sites. Given the rise of Artificial Intelligence and big data analytics in recent times, we have engaged Complexica to explore how we can achieve a best-in-class wine supply chain using their cloud-based software applications. The engagement is focused on Australia & New Zealand, with a view to expand globally."

Brett McKinnon
Global Operations Director, Pernod Ricard Winemakers

"70% - 80% of what we do is about promotional activity, promotional pricing -- essentially what we take to the marketplace. This is one of the most comprehensive, most complex, one of the most difficult aspect of our business to get right. With Complexica, we will be best in class - there will not be anybody in the market that can perform this task more effectively or more efficiently than we can."

Doug Misener
CEO, Liquor Marketing Group
1,400+ retail stores
Liquor Marketing Group LMG uses Complexica's Promotional Campaign Manager

 "The key thing that makes such a difference in working with Complexica is their focus on delivering the business benefits and outcomes of the project."

Doug Misener
CEO, Liquor Marketing Group
1,400+ retail stores
Liquor Marketing Group LMG uses Complexica's Promotional Campaign Manager

 "Australia needs smart technology and people, and it has been a great experience for me to observe Complexica co-founders Zbigniew and Matt Michalewicz assemble great teams of people using their mathematical, logic, programming, and business skills to create world-beating products. They are leaders in taking our bright graduates and forging them into the businesses of the future."

Lewis Owens
Chairman of the Board, SA Water

 "Having known the team behind Complexica for some years ago now, I am struck by their ability to make the complex simple - to use data and all its possibilities for useful purpose. They bring real intelligence to AI and have an commercial approach to its application."

Andrew McEvoy
Managing Director, Fairfax Media - Digital

 "I have worked with the team at Complexica for a number of years and have found them professional, innovative and have appreciated their partnership approach to delivering solutions to complex problems."

Kelvin McGrath
CIO, Asciano

“Working with Complexica to deliver Project Automate has been a true partnership from the initial stages of analysis of LMG’s existing processes and data handling, through scoping and development phase and onto delivery and process change adoption. The Complexica team have delivered considerable value at each stage and will continue to be a valued partner to LMG."

Gavin Saunders
CFO, Liquor Marketing Group
Liquor Marketing Group LMG uses Complexica's Promotional Campaign Manager

 “Complexica’s Order Management System and Larry, the Digital Analyst will provide more than 300 Bunzl account managers with real-time analytics and insights, to empower decision making and enhanced support. This will create more time for our teams to enable them to see more customers each day and provide the Bunzl personalised experience.”

Kim Hetherington
CEO, Bunzl Australasia
Bunzl Australia uses Complexica's Order Management System

 "The team behind Complexica develops software products that are at the cutting edge of science and technology, always focused on the opportunities to deliver a decisive competitive edge to business. It has always been a great experience collaborating with Matthew, Zbigniew and Co."

Mike Lomman
GM Demand Chain, Roy Hill Iron Ore

 "The innovations that the Complexica team are capable of continue to amaze me. They look at problems from the client side and use a unique approach to collaborating with and deeply understanding their customers challenges. This uniquely differentiates what they bring to market and how they deliver value to customers."

John Ansley
CIO, Toll Group

 "Rather than building out an internal analytics team to investigate and analyse countless data sets, we have partnered with Complexica to provide our sales reps with the answers they need, when they need them, on a fully automated basis. We are excited about the benefits that Larry, the Digital Analyst will deliver to our business.”

Peter Caughey
CEO, Coventry Group
Coventry Group uses Complexica's Order Management System

 “Complexica’s Order Management System and Larry, the Digital Analyst will provide more than 300 Bunzl account managers with real-time analytics and insights, to empower decision making and enhanced support. This will create more time for our teams to enable them to see more customers each day and provide the Bunzl personalised experience.”

Kim Hetherington
CEO, Bunzl Australasia
Bunzl Australia uses Complexica's Order Management System

 "Complexica will allow Treasury Wine Estates to modernise its process of conducting customer service related analysis, to a software application that can answer complex questions and optimise for various KPIs at the press of a button. We have found that answering complex “what-if” questions is a challenging and time-consuming endeavour, and we believe Complexica’s What-if Simulator & Optimiser can provide us with a platform for scenario analysis that will improve our decision-making in the future."

Justin Pipito
CFO - ANZ, Treasury Wine Estates

 "After an evaluation process and successful proof-of-concept in 2016, we have chosen to partner with Complexica to upgrade the technological capability of our in-field sales force. The next-generation Customer Opportunity Profiler provided by Complexica will serve as a key tool for sales staff to optimise their daily activities, personalise conversations and interactions with customers, and analyse data to generate actionable insights."

Stephen Mooney
Group Sales Capability Manager, DuluxGroup
$1.7 billion in revenue
Dulux Group uses Complexica's Customer Opportunity Profiler

 "After evaluating a number of software systems available in the marketplace, we have ultimately selected Complexica as our vendor of choice for sales force automation and CRM. Given the large SKU range we carry and very long tail of customers we serve, Complexica’s applications are best suited to deal with this inherent complexity without burdening our staff with endless data entry."

Nick Carr
CEO, Haircaire Australia
Australia's largest distributor of haircare products
Haircare Australia to use Complexica's Customer Opportunity Profiler, CRM and Order Management System

Some of our Customers