Bentley Motors has improved its utilisation and understanding of advanced data analytics within the business, thanks to a three-year collaboration with Keele University.

The luxury car brand, which reported record annual sales earlier this year, approached Keele for support in enhancing their use of data to improve customer retention and satisfaction, as well as the efficiency of their feature forecasting process.

Through a collaboration known as a Knowledge Transfer Partnership*, Keele experts worked with Bentley on these areas, as well as jointly developing a structured process that will become the foundation for their future data-driven projects.

A key element of the collaboration has seen the creation of a new forecasting model mechanism for the hundreds of features available across Bentley’s car models. By using advanced machine learning, the manufacturer will be able to better predict the demand for each feature, leading to improved production efficiency and minimised customer waiting times.

Nikki Constable, Head of Commercial IT at Bentley Motors, said: “We learnt so much during the project about the importance of very clearly articulating our use cases, the importance of preparing and cleaning data, and selecting and implementing statistical models – all vital components to be able to deliver advanced analytics use cases. By changing the way that we review our existing data sets, we can identify patterns that support better decision making.”

Dr Theocharis Kyriacou, Reader in Computer Science at Keele University, whose expertise was central to the project, added: “This three-year collaboration has been a great demonstration of how Keele’s knowledge, research and expertise in the field of data science and digitalisation can be used to deliver tangible benefits for progressive organisations such as Bentley.

“The project has already transformed many areas of Bentley’s operations, and by embedding the skills and learning that we’ve established over the past three years, it will provide long-term development of new knowledge and capabilities within the business.”

Local, national and international organisations are now able to harness the benefits of data and digital technologies by working with Keele University’s new Digital Society Institute. To find out more about the opportunities available, including fully-funded support opportunities exclusively for businesses and entrepreneurs in Stoke-on-Trent and Staffordshire, visit the Keele Gateway website, or contact gateway@keele.ac.uk.

*Knowledge Transfer Partnerships (KTP) are programmes designed to help businesses improve their competitiveness and productivity through better use of knowledge, technology and skills. A KTP is a three-way project between a business, Keele University and a recently-qualified high-calibre graduate known as an Associate. Part of the cost of a KTP is funded by a grant, applied for in a competitive bid for submissions from the national innovation agency, Innovate UK, and other government co-funders.