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Australian Outdoor Living to use Larry, the Digital Analyst® to Optimise Marketing Mix & Media Spend

11 January 2019

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optimising sales, marketing, & supply chain decisions, announced today that it has signed a contract with Australian Outdoor Living for the deployment of its What-if Simulator & Optimiser, powered by Complexica’s award-winning Artificial Intelligence platform, Larry, the Digital Analyst®. The software will be used to optimise Australian Outdoor Living's marketing mix and media spend decisions.

 “We have selected Complexica as our vendor of choice for adding advanced prediction and optimisation capabilities to our business, and look forward to working together on our sales & marketing analytical challenges,” said Daryl Chim, Chief Operating Officer at Australian Outdoor Living. “Complexica’s What-if Simulator & Optimiser will provide us with a platform for improved decision-making across our marketing mix & media spend, leading to enhanced ROI and improved business outcomes.”

Australian Outdoor Living is an iconic Australian brand designing and manufacturing outdoor living and home improvement products and services. The company offers outdoor PVC shade and cafe blinds, roller shutters, artificial grass lawns, swimming pools, timber decking, carports, verandahs, and pergolas. It serves homeowners through its offices in Adelaide, Perth, Melbourne, Newcastle, Canberra, Brisbane and Sydney. The company was founded in 2005, employs over 200 staff nationally, and is based in Regency Park, South Australia. For more information about Australian Outdoor Living, please visit: Australian Outdoor Living

“We have greatly enjoyed working with Daryl Chim and the Australian Outdoor Living team in 2018, and are delighted to expand our relationship into the deployment of our What-if Simulator & Optimiser,” said Dr. Zbigniew Michalewicz, Chief Scientist of Complexica. “Given the complexity of the media spend allocation problem and the scale of AOL’s operation, we believe there is a substantial improvement that can be realised in this area of their business.”

Complexica's What-if Simulator & Optimiser provides decision support for complex “what-if” questions by analysing large internal and external datasets to generate probabilistic predictions and optimised outcomes. Powered by Larry, the Digital Analyst®, Complexica’s What-if Simulator & Optimiser will assist Australian Outdoor Living to:

  • Increase the average lead count per week
  • Reduce the average cost per lead (CPL) per source
  • Provide an optimal split & allocation of the marketing budget
  • Increase marketing ROI by identifying the point of diminishing returns

Complexica's Artificial Intelligence platform – Larry, the Digital Analyst® – has been the recipient of many awards in 2018, including the 2018 Australian Innovation of Year, the 2018 iAward for Artificial Intelligence & Machine Learning and the 2018 Australian Business Award for CRM Innovation.

Topics: Complexica Decision Cloud, Artificial Intelligence, Larry the Digital Analyst, Australian Outdoor Living, marketing mix optimisation, media spend optimisation


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