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Arnold Clark 2030: Understanding Customer Data with Artificial Intelligence

Project Description

As individuals interact with technology and engage with firms via technology leaving a digital footprint and many data points, firms are in a position to paint a clearer picture of customers and customer segments. Big Data enables informed decision making and the ability to predict future customer behaviour. The application of Artificial Intelligence to business problems remains in its infancy, yet the potential to utilise algorithms and potential machine learning to better understand customers remains a fruitful opportunity. Not only does artificial intelligence have the potential to inform customer behaviour but also to inform service provision and reduce manual human input to systems and procedures. While such technology enables firms to personalise products and services to each of their customer segments and better understand their customers’ needs, it raises important questions over privacy and consumer trust towards the firm. This research proposes the exploration of artificial intelligence to better understand customers and the provision of services by machines.

The applicant will spend 3 days per week based on the University of Strathclyde John Anderson Campus and 2 days per week at Arnold Clark’s head office in Hillington, Glasgow. The PhD project is part of Arnold Clark and the University of Strathclyde’s strategic research on Arnold Clark 2030 and the future of automotive transportation. Arnold Clark were founded over 60 years ago, they are Europe’s largest independently owned, family-run car retailer, with over 11,500 employees. The Department of Marketing at Strathclyde Business School is one of the oldest and largest marketing departments in Europe. It has an international reputation for the quality of its research and teaching.


1st class first degree and/or an excellent Masters-level qualification or overseas equivalent in a relevant marketing discipline from a recognised academic institution. If English is not your first language you will also be required to provide a recent UKVI recognised secure English language test qualification (minimum overall band score of 6.5 with no individual test score below 5.5).

Scholarship Reference

Candidates applying for this scholarship should ensure that they include the scholarship reference “ACMKDataAITopic3” in your application in the ‘Source of Finance’ section for PhD Study within the Department of Marketing.
All candidates for this scholarship should provide a covering letter indicating the candidate's relevant skills/experience and how these fit with the scholarship.
• When sending the above documents please use the following file-naming convention: fullname_coverletter (eg. Johnsmith_coverletter)

Funding Notes

Full fees and Annual Stipend of £15,500 for EU/Home and International Students

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