SYDNEY, March 23, 2016 /PRNewswire/ -- "Sales and Marketing departments can dramatically improve the effectiveness of telesales operators, in-field sales reps, promotions, and campaigns by utilising technology based on the latest advances in artificial intelligence," comments Matt Michalewicz, Managing Director, Complexica Pty Ltd. "These days, Chief Marketing Officers (CMOs) need to understand customers at a very deep level, and provide the right information, offers and price to them," he adds.
Complexica Pty Ltd is a sponsor company at the marcus evans CMO Summit 2016, taking place in the Gold Coast, Australia, 15 - 17 August.
What is "Larry, the Digital Analyst"? How can CMOs utilise Larry for different marketing initiatives?
Larry is a software robot comprised of smart algorithms that automate complex analytical tasks, thereby helping companies sell more products and services, as well as reduce labour costs -- in other words, Larry provides automated answers and insights that help CMOs make better decisions.
Could this revolutionise the role of Sales and Marketing?
Absolutely. Advances in artificial intelligence can dramatically improve the profiling and targeting of customers, the messages and offers delivered to them, and the pricing provided, all of which translates into an improved business result. CMOs should look at these new approaches as many sales and marketing functions can now be done cheaper, better, and faster than in the past.
How does it help Sales and Marketing departments achieve their goals?
To sell more, at a higher margin, CMOs need to understand their customers at a deeper level than ever before. This has traditionally been done through static, high-level segmentation models that use internal data sources. Larry, on the other hand, augments internal data sets with publicly available external data to create richer and deeper customer profiles, which are then clustered into micro segments. This allows for personalised pricing, offers, and insights that are far more accurate and granular.
CMOs and sales departments both want to know who to target, when, how, and with what offer. Larry automates the generation of these answers.
You consider delighting customers a marketing objective. How can it be done?
By educating customers and providing them with information that will help them succeed. That is how you delight a customer.
For example, if you are a sales representative who sells alcohol, instead of going to each store and trying to push a product, you can say: "Did you know that in this suburb in the last six weeks, red wine sales are up 12 percent driven by the Shiraz category? Within that category, these are the four best-selling wines and your store does not carry any of them. Your competitors down the street are offering these wines and they are flying off the shelves at the moment."
For sales reps visiting 20 stores a day, this is a value-adding insight that their customers will appreciate, which would have been nearly impossible to generate in the past because of the granularity and personalisation required.
Finally, what marketing trends should we expect in the coming few years?
In Marketing, the biggest trend is personalisation. Customers want personalised products and services and they want them "on-demand". This is what is driving Software-as-a-Service, Uber and the analytics push, because providing personalisation to thousands or millions of customers simultaneously requires a large-scale analytical capability across very large data sets in complex business environments.
Author: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division
Email: press@marcusevanscy.com
About the CMO Summit 2016
The seventh annual CMO Summit is the premium forum bringing elite buyers and sellers together. The Summit offers chief marketing executives and agencies and consultants an intimate environment for a focused discussion of the key new drivers shaping the marketing agenda.
For more information please send an email to SitiK@marcusevanskl.com or read more here http://unbouncepages.com/cmoanz/prnasia/
Please note that the Summit is a closed business event and the number of participants strictly limited.
About Complexica Pty Ltd
Complexica is an Australian company specializing in Artificial Intelligence software that can help your organisation sell more products and services, and reduce labour costs and headcount.
The company's flagship product -- "Larry, the Digital Analyst" -- can help organisations improve topline growth, expand margins, build stronger relationships with customers, maximise the return on sales and marketing initiatives, and increase productivity metrics.
About marcus evans Summits
marcus evans Summits are high level business forums for the world's leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings. For more information, please visit www.marcusevans.com
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