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    Building Data from the Ground Up [Infographic]

    Posted by FMiD Team on Dec 4, 2019


    Building Data from the Ground Up - blog

    How do you build the most comprehensive, detailed and accurate database in agriculture? Start at the bottom and work your way up.

    Several years ago, we discovered that many agribusinesses were missing the objective, detailed data they needed to modernize and improve their strategic decision-making. That’s when we knew we had something valuable to offer.

    Our data isn’t extrapolated or surveyed. Instead, we build it from the ground up, quite literally, connecting attributed farm field boundaries to the growers who own and operate that land.

    Because of this land-grower connection, we can:

    • Contextualize data to understand specifically what events are impacting the grower’s operation.
    • Help agribusinesses understand their performance in the market and what opportunities for growth are out there, especially in terms of market and wallet share.
    • Create models from which we can statistically generate buyer personas that give marketers a sense of who their primary customers are.
    • Cut down on the time it takes to prospect and generate leads by going and finding the farmers who are the best fit for their business.
    • Connect agribusinesses with growers through direct-to-farmer marketing campaigns via email, digital programmatic, social media and direct mail.

    The following infographic illustrates the structure of the data, how we deliver it to our customers, and the insights we can draw from this information.

    Building Data from the Ground Up - infographic



    Building Data from the Ground Up: How We Do It

    Beyond the 34 million attributed farm fields, we source additional data from the USDA, a nationwide real estate database, consumer files, and a variety of public and private sector data sources.

    This allows us to connect over 320 million acres of cropland and to 2.8 million farm owners and operators. Using satellite-based remote sensing, we can identify what crop is being grown, where it’s being grown and who is growing it.

    From there we can gather the following key insights:

    • Owner vs. operator distinction. We can distinguish between owner and operator status not just for a particular grower, but also on a field-by-field basis.
    • Related growers. We show how all the different individuals and entities are connected around the ownership and operation of the farm. When looking at a specific farmer or farm, our clients can look at the network of decision-makers, influencers and stakeholders.
    • Leased vs. owned land. Since we have information about who owns the land, we can analyze and determine the economics of farming leased versus owned land.
    • In-season & predictive insights. In 20 states, we provide updates on corn, soybeans, wheat, & cotton throughout the growing season with in-season and predictive crop data.
    • Crop rotation with a ten-year history. With over 150 crop demographics covered in the database, we cover both broad-acre and specialty crops with field-level detail at quarter-acre increments. Ten years of historical crop data make it easy to review crop rotation patterns on a farm or in an area before making a sales call.

    While this infographic is all-inclusive, it only provides a snapshot of what we’re able to do right now. Our continual data science operation brings in trillions of new data points and growing the database exponentially each year.

    However, no matter how big the database becomes, the field-level detail means that we will always be able to turn Big Data into bite-size chunks that you can examine, interpret and, ultimately, act upon.

    FMiD_What makes FMiD data different

    For more information on what we offer or to set up a time to connect with our team, click here.