When business author and historian Russ Banham gave a talk recently on how Big Data analytics is transforming all industries, including agriculture, he gave several reasons why it’s not all bad. After all, farmers have been collecting data about their farms for years now and now, but the challenge has been what to do with it. Big Data analytics is finally providing insight on how to use that data to farm better and increase yields.
While I was sitting at the banquet table at the AMC Engineering Conference eating my hot beef, a man in a Trimble shirt sitting at the same table shared how Iron Solutions, which has been purchased by Trimble, was using Big Data analytics to help OEM’s, equipment dealers, and farmers with their equipment buying decisions. Analysts with the company monitor all the factors affecting the used equipment market and cross-reference the selling price of a comparable new model and advertised new tractor prices.
“I tell everyone at their company to slash their marketing budgets by 30% and instead customers come to us,” says Brock Dugger, business development account executive with IRON Solutions, Inc. “Our job as a company is to be transparent rather than the old business model of pushing product.”
Dugger says a lot of his time is spent writing blogs and white papers on machinery market trends and where and when to buy.
“Customers who search for this type of information will find us through search engines rather than our telling them what they need,” he says.
Another man sitting next to me who sells machinery components to OEMS, nodded in agreement. “Who would have thought I’d be writing blogs,” he says. “I never went to school for journalism. But it’s part of my job description now.”
You can find Dugger on Twitter at https://twitter.com/sluggerdugger.
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