The idea for Complexica emerged from than more than 200 meetings that the founders of the business had over a six-month period in all cities in Australia, whether it was banks, mining, telcos, infrastructure, agribusiness, manufacturers or utilities. They wanted to understand how the world was changing, what problems businesses were dealing with and why those problems had not been addressed. From these meetings, they discovered that businesses were looking for technology that could rapidly analyse complex data.
Co-founder Matthew Michalewicz elaborates: “Just about every business talked about how much data they were collecting, how it was a priority for them to use that data to either be more efficient or make better decisions in the market. To try and use that to engage with consumers or customers,” he says. “That whole concept of transforming data into actionable insight was an absolute recurring theme. The underlying problem was that they were unable to do it or they had made attempts that were producing very poor results. They were hiring people who were analysing data and the results weren’t great. The idea emerged: ‘Wouldn’t it be great if there was a software application that could do it automatically’. That’s how it happened.”
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