About Empirics

Our philosophy is simple. We want to be your most highly valued business partner. We’ll help you unlock the insights within your data that will significantly improve your business outcomes and your customers’ experience.

With offices in Melbourne and Sydney, and clients right across Australia, we strive for continuous innovation, we strive to provide a service that makes a difference and we strive to be an absolute bloody joy to work with.Empirics is a subsidiary of the Link Group global network of companies. The Link Group is a global third party financial record keeper active in the securities registration, superannuation administration and property sectors, along with providing a suite of value added services. In Australia alone, the Link Group manages over 15 million account records and processes more than 60 billion dollars in payments every year

Empirics logo
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The Management Team

Darrell Ludowyke
Darrell LudowykeChief Executive Officer
Darrell has worked with some of Australia’s and the world’s largest data-driven organisations, and before starting Empirics in 2004, was Global CRM Manager at the world’s largest direct marketing company, driving the data analytics and DM strategy for over 50 million customers in 25 countries.His vision is for Empirics to be regarded as the most well respected and client-focused data, analytics and personalised marketing service in Australia. Darrell is a fair weather cyclist and a deeply frustrated St.Kilda supporter.
Bill Kelso
Bill KelsoDirector
Before becoming a co-founder of Empirics Marketing, Bill worked for 20 years in sales and marketing roles for automotive, chemicals and healthcare businesses. Since starting up Empirics, Bill provides a strong focus on the strategic development and implementation of effective, analytically driven marketing campaigns. Bill moonlights as a farmer and is very angry about fish.
Martin Harris
Martin HarrisGeneral Manager Strategy and Client Services
Martin has over 17 years experience in strategy, customer engagement, marketing and sales and client account management across the telecommunications, finance, energy and environmental sectors. Martin oversees our Account Management team, and is focused on delivering the Empirics Strategic Plan and new partnerships. Martin is a very excited Sydney Swans supporter and a very calm motorcycle rider.
Matt Quayle
Matt QuayleGeneral Manager Product, Innovation and Technology
Matt brings a wealth of experience from the financial services and fund management industries, with a background in finance and computer science and project and process automation. Matt has the most heat resistant hands known to man as a result of his strange habit of drinking long blacks out of glass cups.
Tim Denmead
Tim DenmeadGeneral Manger Data and Analytics
Tim has more than 11 years’ experience working with technology companies across leading edge portfolios, most recently in the energy and sustainability sector. Tim has an extensive background in CRM platforms, Database Development and Business Intelligence from both Australia and the UK. A passionate Arsenal supporter, he spends his spare time trawling bargain travel websites for his next exotic getaway.
Lucy Clark
Lucy ClarkExecutive Assistant
In addition to keeping Darrell well organised, Lucy uses her qualifications in commerce together with experience in accounts and office management to keep Empirics running smoothly. Our ex-Tasmanian resident, Lucy, loves her dog Shaun in near equal measures to her husband and hosting the odd dinner party. I’m not sure whether Shaun gets a seat at the table though.
Ashley McLellan
Ashley McLellanHead of Data Architecture
Behind every great team, there’s a great redhead. Ash heads up the crack Empirics Development Team, the engine room at the heart of all our client solutions. He has some of Australia’s deepest experience with data warehouses and superannuation data and engages in a relentless pursuit to get the utmost efficiency from the code he and his team create. His productivity generally drops around early September as Ash starts serious planning for his Christmas Party costume.
Peter Secomb
Peter SecombLead Technical Architect
Skyline to ocean floor, Peter has jumped it, dived it or skied it. A rabid snowboarder and self-confessed adrenaline junky Peter is also a highly skilled ETL specialist with over 8 years experience consulting for large corporates and working with small startups. If data needs to get from A to B then Pete’s your guy.
Laura Fay
Laura FayRisk & Compliance Manager
Laura keeps Empirics’ internal processes ticking along for our dashboard and analytics solutions. Her strong pedigree in dashboard design, data manipulation and analysis provides a firm background for improving processes and avoiding risks while supporting our MarketSuite customers. Laura hails from the USA and her favourite pastime is lifting really heavy things… for the sole purpose of putting them back down.