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The customer journey is not linear, yet we as marketers are forced to build linear based customer journeys.

These customer journeys are hard to build, complex to test and optimise and require an army of technically skilled people to manually implement and manage. This costs organisations valuable time and money and makes it almost impossible for them to measure customer journey campaign effectiveness & return on investment.

What the calculator did for the everyday person, we are doing for the everyday marketer. Making complex things simple.

The calculator was developed to simplify complex mathematical calculations for the everyday person. PASCAL was developed to simplify the automation of complex customer journeys for the everyday marketer. We do this by automating the following:

1.) Ingesting and transforming a combination of historical and real-time data
2.) Learning from both explicit and implicit behavioural data
3.) Generating automated insights and recommendations
4.) Determining and executing the next best action

Platform Features

PASCAL is a SaaS based customer experience automation platform which automates the creation of campaign logic, analytical insights and then determines the next best action. These automated insights are powered by artificial intelligence and machine learning algorithms.


PASCAL both predicts and automatically sends the message with the highest probability to convert a customer.

Smart Recommendations

PASCAL provides predictive next logical product recommendations based on our advanced lifecycle marketing algorithms.


PASCAL maximises profit margins and eliminates excess stock with personalised discounts & offers based on a customers price sensitivity.


PASCAL’s algorithms only trigger campaigns at the most optimal time of day and day of week which have the highest propensity to engage a customer.

Our Story

Year 1642

Blaise Pascal a French mathematician while still a teenager, started some pioneering work on calculating machines. After three years of effort and 50 prototypes, he established himself as one of the first two inventors of the mechanical calculator.

Year 1968

An imperative and procedural programming language called Pascal was designed as a small, efficient language intended to encourage good programming practices using structured programming and data structuring. A derivative known as Object Pascal designed for object-oriented programming was developed in 1985.

Year 2017

PASCAL was born. Co-Founders Will Scully-Power (CEO) and Nicholas Ho (CTO), believed the future of customer experience automation was not only predictive but prescriptive. PASCAL was designed and developed to automate the entire process of ingesting data, learning from it, generating an insight and subsequent recommendation and then automating the next best action.


Will Scully-Power (CEO), Dr. Ray Huetter (Board Advisor & Investor) Antony Ugoni (Board Advisor & Investor), Shailendra Kumar (Board Advisor & Investor), Nicholas Ho (CTO)

Will Scully-Power is the Co-Founder & CEO of PASCAL. Will started both Eloqua (Oracle Marketing Cloud) and Marketo in Australia & New Zealand. Will is also a Director of Data Scouts, Australia’s largest training and recruitment agency specialising in Marketing Automation & CRM. Will is an expert in digital transformation and customer experience management.

Dr. Ray Huetter was part of the founding team of Oracle in Australia. Ray is an expert in processing large volumes of transactional data in real-time having built eBay’s search database, capable of handling 100 million transactions per minute. Ray is also the holder of 6 US patents.

Antony Ugoni is the Head of Global Campaign Analytics & Artificial Intelligence at Seek. Antony is the Chairman of the Institute of Analytics Professionals of Australia (IAPA) and is a Board Director of the Association of Data-Driven Marketing & Advertising (ADMA). Antony was previously Head of Analytics at National Australia Bank (NAB) and was responsible for generating $100B in sales opportunities due to predictive analytics models. Antony is an expert in predictive analytics and artificial intelligence.

Shailendra Kumar is the Vice President & Chief Evangelist at SAP Leonardo. He was was previously the Head of Cognitive Solutions at IBM and previous Managing Director at Accenture having started and grown the Marketing Analytics business into a generating $125M in revenue. Prior to Accenture, Shailendra set up the Woolworths loyalty business generating $250M in revenue. Shailendra is an expert in cognitive computing.

Nicholas Ho is the Co-Founder & CTO of PASCAL. Nic is the ex Head of Technology at Salesforce Marketing Cloud. Prior to joining Salesforce, Nic was the Lead Solution Designer and Architect at ExactTarget. Nic is an expert in using machine learning and automation in customer journeys throughout the customer lifecycle.

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Our Location

Level 5, 50 York Street
Sydney 2000 NSW Australia
+61 2 8014 5418

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