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About Us

Why Us

Complexica features a strong set of competitive differentiators that make us the right choice for your needs:

  • Proven track record: Complexica has successfully delivered countless software projects and deployments, using project management methodologies that allow for on-time and on-budget delivery. We have considerable experience working with some of the world’s largest companies and organisations on projects that involve large data sets, challenging optimisation and prediction requirements, and complex system integrations and operational workflows. Some of our customers include well-know names like Metcash, Pfizer, DuluxGroup, Pernod RicardBunzl, PFD Foods, Costa Group, SodaStreamLMG, Lion, & CSR among others

  • Exact-fit software: Most Commercial-Off-The-Shelf (COTS) software applications for managing supply & demand activities are unable to handle customer-specific requirements, such as variable and calendarized constraints, negative stock values, non-linear relationships, complex business rules set in time-changing data environments, and non-standard business processes and workflows, among others. We understand that the only business important to you is your business, so we’ve engineered our Decision Cloud® software platform to be flexible enough to ensure that the software fits your organisation by configuring each deployment to your unique business requirements, processes, and workflows

  • World-class science for decision optimisation: Scientific expertise runs across all levels of Complexica and we maintain research partnerships with leading research institutions such as the University of Adelaide, RMIT, and the Polish-Japanese Institute of Information Technology. We are thought leaders and pioneers in applied Artificial Intelligence, and our staff has published over 300 peer-reviewed articles and 25 books on the subject of predictive analytics, optimisation, and self-learning systems, which have been cited by more than 70,000 authors. Our Artificial Intelligence engine, Larry, the Digital Analyst® was named the 2018 Australian Innovation of the Year and the 2019 Australian Software Innovation of the Year

  • Measurable results: Our mission is to help you realise measurable improvements in areas such as revenue, margin, operational costs, forecast accuracy, asset utilisation, working capital, as well as effectiveness in sales, pricing, and promotional planning. To that end, we work with each customer to provide on-going validation of our software and the resulting benefits

  • A unique combination of science, software, and business process understanding: Addressing complex business problems effectively requires a combination of science, software, and business process understanding. This is because scientific approaches such as Machine Learning have the potential to create value through better decisions. However, to actually realise this business value, these science-driven recommended must be embedded and actioned within your operational workflows. This requires deploying enterprise software that is tuned to your specific industry, company, and business processes. Most companies excel in one or two of these areas science, software, or business process understanding but we focus on the combination of all three:

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  • Leading-edge, AI-based prediction and optimisation capabilities: Many traditional data mining and modelling methods are often less than ideal for finding non-linear relationships and counter-intuitive trends, and for analysing vast quantities of data in real-time. For these reasons and others, Complexica’s Artificial Intelligence engine Larry, the Digital Analyst®  employs both classical and non-traditional methods, including several new branches of Artificial Intelligence and Machine Learning. By combining different techniques, Larry, the Digital Analyst® automatically adjusts and self-validates in any time-changing environment and is especially well suited for large and fast-moving data sets. A similar approach is used for optimisation, where multiple techniques simultaneously compete and cooperate with one another, producing superior results with respect to standard optimization methods. Larry, the Digital Analyst® is easily linked to any objective function, can be extended to include domain-specific and user-provided algorithms and modifiers, and was named the 2018 Australian Innovation of the Year and the 2019 Australian Software Innovation of the Year
  • Automated use of external data sets to improve performance: Through the use of advanced Artificial Intelligence algorithms and automated APIs, Complexica’s Artificial Intelligence engine Larry, the Digital Analyst® can access a vast array of external data sources (both structured and unstructured, such as internet data scraped from relevant websites), and analyse these datasets along with internal customer data to provide superior performance and decision recommendations. For example, Complexica’s Customer Opportunity Profiler (part of our Decision Cloud® software platform) can provide highly-personalised Next Best Conversation™ or Next Best Action recommendations for each sales call or visit by combining internal and external data together to develop a superior view of the market and each customer
  • Self-learning “AI as a service”: Complexica’s Larry, the Digital Analyst® hosts a range of pre-configured Artificial Intelligence algorithms that are tuned for specific business challenges, such as pricing, segmentation, cross-selling and up-selling, promotional planning, and demand forecasting, among others. The algorithms are constantly learning and their performance is continuously monitored to identify and correct any unintended consequences of algorithmic bias and the time-changing environment they operate in



  • Reduced risk: To minimise risk for your organisation and accelerate return on investment, our Decision Cloud® software platform is implemented through staged and scalable deployments, rather than "big bang" implementations. All of our software projects are quoted as fixed price and time-line deployments, with responsible for any cost overruns
  • Agile delivery model: Our delivery model is based on Agile principles, and we strive to be responsive to customers at all stages of a project. Our business model is based on successful use and adoption of each software deployment, making your success, our success
  • Integrability: Complexica has developed a set of standard integration APIs for our Decision Cloud® software platform for common ERP systems and platforms, as well as public data sources such as the Australian Bureau of Statistics, Bureau of Meteorology, among others
  • Data security: Complexica’s Decision Cloud® software platform is deployed through Amazon Web Services (AWS). Our customers benefit from the data centre and network architecture built to meet the requirements of the most security-sensitive organisations. In addition, we follow best practise security practises aligned to the globally recognised standard ISO27001.
  • Ongoing support: All our software deployments include ongoing support with a service plan tailored to your needs.


Business Process Understanding

  • Domain knowledge: We have significant domain-specific knowledge and expertise within a number of industry verticals, including food & liquor, building materials, pharmaceuticals, wholesale & distribution, financial services, consumer goods, and retailing. We also understand the operational business challenges, processes, and workflows within these industries. Our experienced and dedicated Business & Data Analysis team brings this domain knowledge and business process understanding to every customer engagement
  • Business process and workflow mapping and re-engineering: Complexica is a customer-centric organisation that is focused on providing commercial outcomes through the use of Artificial Intelligence software. For this reason, our Business & Data Analysis team spends time with each customer to understand the operational aspects of the business and any unique elements of the challenge or business problem being addressed. From this point, a current and future state is defined, and our Decision Cloud® software platform is configured and tuned to the future state business processes and workflows
  • Processes and task automation: Many organisations have a large number of manual processes which take significant time and labour to manage. These processes can be automated through approval workflows, embedded recommendations, and autonomous decisioning. For example, Complexica’s Touchless CRM (part of our Decision Cloud® software platform) can increase the productivity of a field sales team by automating manual tasks and reducing non-selling time. As sales staff executes their daily activities, the software monitors their plans, tasks, and visits, and automatically updates the appropriate customer record
  • Digitalisation: Many large organisations use a patchwork series of spreadsheets, unintegrated tools and non-standardised manual processes to execute mission-critical activities, which creates inefficiencies and hampers agility. While streamlining processes is always a significant effort, the benefits begin accruing immediately and Complexica has significant experience digitalising business process, and creating future-state digital strategies


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

"Lion is one of Australasia’s largest food and beverage companies, supplying various alcohol products to wholesalers and retailers, and running multiple and frequent trade promotions throughout the year. The creation of promotional plans is a complicated task that requires considerable expertise and effort, and is an area where improved decision-making has the potential to positively impact the sales growth of various Lion products and product categories. Given Complexica’s world-class prediction and optimisation capabilities, award-winning software applications, and significant customer base in the food and alcohol industry, we have selected Complexica as our vendor of choice for trade promotion optimisation."

Mark Powell
National Sales Director, Lion

"Our products are distributed across a broad set of outlets operating under different business models, ranging from ‘big-box retailers’ to small convenience stores. This affects our ability to influence range, share-of-shelf, and stock holdings at the store level, and also adds complexity to our retail execution and field sales model. We have partnered with Complexica to help us automatically predict the ‘next best stores’ to visit at any given time, provide each rep with the 'next best conversations' for each store, and dynamically optimise individual call plans."

Mark Fenton
CEO, SodaStream

"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, Metcash - Australian Liquor Marketers
$3.4 billion in revenue

"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. 

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

"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

"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

“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

"As the leading brand of plasterboard in Australia, CSR is always seeking ways to provide a better customer experience and solidifying the Trade Centres' reputation for providing quality, value and local expert advice. Given the rise of Artificial Intelligence and big data analytics in recent times, we have engaged Complexica to explore how we can provide the Gyprock Trade Centre team with predictive insights on sales and customers, as well as optimised recommendations that are store and customer-specific, rather than endless reporting that needs to be analysed and interpreted."

Troy Jones
Regional General Manager, CSR

"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