University of Glasgow and Troo Limited KTP 23_24 R6

A company called Troo Limited is embedding data science and machine learning expertise from the University of Glasgow to turn its customer data into a tool for sharper business decisions. The problem is straightforward: many companies collect vast amounts of data from customer interactions but lack the skills to extract useful patterns from it. Without that analysis, they rely on intuition rather than evidence. This Knowledge Transfer Partnership (KTP) places a data specialist inside Troo to build predictive models that reveal what drives customer engagement and commercial success. If the project succeeds, Troo will shift from reactive service to insight-driven offerings—recommending products, anticipating customer needs, and tailoring communications based on real behaviour rather than guesswork. The impact is commercial, not societal: better customer retention, higher sales, and more efficient marketing. The methods developed here could also serve as a template for other small and medium-sized enterprises looking to adopt data science without building an in-house team from scratch. This is applied, commercially focused work with no immediate fundamental science component.