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Liquor giant Treasury Wine Estates has signed a contract with the artificial intelligence software Complexica Pty Ltd for the deployment of its What-if Simulator & Optimiser, powered by Larry, the Digital Analyst.

The software company said in a statement the new technology will allow Treasury Wine Estates to answer complex “what-if” questions related to sales territory mapping, resource distribution, logistical journey plans, call frequency and service level agreements, as well as optimise for various KPIs and objectives.

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optimising sales & marketing decisions, announced today that it has signed a contract with Treasury Wine Estates 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 allow Treasury Wine Estates to answer complex “what-if” questions related to sales territory mapping, resource distribution, logistical journey plans, call frequency, and service level agreements, as well as optimise for various KPIs and objectives.

“Complexica will allow Treasure 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,” said Justin Pipito, CFO – ANZ at Treasury Wine Estates. “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.”

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optimising sales & marketing activities, announced today that Anna Pojdynec has joined the company as Pricing and Elasticity Specialist.

 Having worked in numerous international markets including USA, Asia, and Europe, Anna has vast experience in different commercial and cultural settings. Her experience includes senior pricing roles at Treasury Wine Estates (as the Global Strategic Pricing Manager), Goodyear and Dunlop Tyres, BP Australia, Coles and Jetstar. This broad exposure across multiple industries and markets helps ensure that all variables are factored into pricing decisions including category dynamics, shopper missions and occasions, as well as consumer behaviour.

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optimising sales & marketing activities, announced today that Nigel Hey, has joined the company as Director of Data Science.