Who we are

Pelorus3 is a specialist data science team, with extensive retail experience. As highly experienced practitioners in Australian retail analytics, we’ll give you the insights you need for high quality, timely business decisions.


To put it another way, we’re serious data gurus with a serious commercial edge. It’s the kind of edge that can only be honed by decades of experience with the largest local and international retailers. Taking advantage of the very latest technology, we’ll help you make better decisions, faster.

What we do

If you’re looking for a competitive advantage, we have the expertise to get you there.


In the data science arena it is knowing how to combine the many data sets within and outside your organisation to deliver the best results. The information you need to improve your business is within reach and just needs a guiding hand to deliver it in a way a commercial mind can make sense of it.


A pragmatic approach that keeps things simple where possible and makes the complex appear simpler.


With Elgan, Mark and Craig’s decades of experience they can also help get the fundamentals of your data right across your organisation.

  • Customer loyalty analytics: strategy, execution and measurement
  • Customer segmentation for customer centric marketing and merchandising decisions
  • Category management: range, price and promotional decision support
  • Predictive analytics
  • Business and operational reporting
  • Commercialising your data assets
  • Information delivery and data strategies
  • Training and consultancy


The three principals of Pelorus3 have over 50 years of analytics, insights and commercial experience, and a unique combination of skills.

Elgan Potter

Elgan has 30 years retail analytics experience across Australia/New Zealand, Asia, South Africa, Europe and North America. He established his career at Nielsen, before moving on to found Aztec, where he took data insights and reporting to a new level in Australia and beyond.


He pioneered Big Data transaction and customer data analytics in Australia in 2000. When you engage him in conversation, you’ll soon discover Elgan also knows a bit about fast cars and rugby union.

Craig Mitchell

One of the top retail and customer analytics minds in Australia, Craig was with Woolworths for 14 years. He built up experience in buying and category management, before embracing his inner data scientist and heading up the Woolworths analytics team.


During that time Craig was instrumental in building, managing, and extracting commercial value from one of the largest customer databases in Australia – Everyday Rewards. When he’s done crunching data, Craig likes messing about in sailboats and analysing fine wines.

Mark Wilson

A pioneer of transactional data analytics in Australia, Mark spent his early career in FMCG supplier marketing and sales. He spent time at Nielsen before finding his niche at Aztec, developing and leading their Customer Insight team. With Aztec, Mark delivered Big Data analytics on transaction and customer data for many retailers, including Woolworths in Australia and Dairy Farm in Hong Kong.


More recently, Mark led AIMIA’s Customer Targeted Marketing team at Coles utilising Coles’ flybuys loyalty data. Outside of work, Mark enjoys surfing, sailing, and watching his kids play sport.

We’d love to talk with you regarding our capabilities. Please call or email us directly.


Craig Mitchell


 +61 (0)425 232 879


Mark Wilson


 +61 (0)410 479 640