QAM is a good example of a practical application of complex numbers:
https://en.m.wikipedia.org/wiki/Quadrature_amplitude_modulation
Basically, if you have a carrier wave, you can encode a vector in it as A = x cos(phi) + y sin(phi). To encode data, you assign different symbols to different vectors. Since the rotation of your vector will depend on the phase angle of your carrier wave, you typically include a phase reference along with it, for example, an unmodulated carrier wave to serve as a pilot tone for phase alignment.