Triumph Motorcycles Group Limited
Using machine learning and data analytics to support strategic decision making
Recreated in 1983, Triumph Motorcycles Ltd is the largest UK-owned motorcycle manufacturer.
With its roots dating back to the early 20th century, the iconic Triumph name has been associated with Hollywood legends and musicians – including Steve McQueen, Elvis Presley and Bob Dylan – and boasts a rich heritage in the racing industry.
To support its strategic decision-making in a competitive global market, the company partnered with the University to create a bespoke data analytics function.
Benefits for the company
The two-year partnership gave Triumph access to the University’s expertise in technology and AI – spanning digital strategy, cybernetics, social media and technology implementation – to create a bespoke business intelligence system.
The new system interrogates the company’s existing big data to address key business issues spanning global demand, local demand drivers, pricing and discounting.
The use of advanced data has been adopted by Triumph executives to facilitate consensus discussions and support demand planning exercises, instilling resilience in the company’s delivery strategy.
It has also been instrumental in recovering from – and reacting to – the demand planning challenges caused by the Covid-19 pandemic.
The problem-solving nature of the KTP provided a time efficient and cost-effective solution that has revolutionised Triumph’s position within the motorcycle industry.
Benefits for the University
Researchers in the University’s Centre for Information Management (CIM) played a pivotal role in this project, sharing their expertise and embedding knowledge around model development and data analytics within the company.
The success of the KTP has led to a further collaboration between Triumph and CIM’s experts. In response to Triumph’s analysis of consumer interactions with its products and social media, they are researching the application of emotion detection methodologies to further inform the company’s marketing strategy.
Accounts of the commercial applications of data science and machine learning methods within industry are relatively limited. The KTP has, therefore, enhanced our understanding of an emerging area of research and its industry relevance – boosting the researchers’ commercial experience while boosting their research portfolio.
The KTP has also supported the development of teaching materials for undergraduate and postgraduate programmes – equipping the next generation of data scientists with the skills and knowledge they need to harness the power of AI.
“The KTP was our company’s introduction to the potential of data science and machine learning. It has allowed us to implement a unique Data Science function to deliver new analytic approaches to both existing and new business processes and questions as they arise.”
Lee Pears - Head of Data Insight, Triumph Motorcycles Limited
Meet the experts
Knowledge Transfer Partnerships aim to help businesses improve their competitiveness and productivity through the better use of knowledge, technology and skills within the UK knowledge base.
This KTP project was funded by UKRI through Innovate UK.