Case IH Survey Demonstrates Data Disconnect Among Growers

A new survey on data security and usage identifies challenges for producers looking to use farm management data without compromising the security of their operation. A simple misunderstanding of user agreement terms can suggest a level of security that producers might not actually have, says a Case IH news release detailing the survey results.

Conducted by BR Research, the survey of producer attitudes and opinions about data usage was sponsored by Case IH. The survey, conducted in January 2015, includes responses from 331 producers with 1,000 acres or more in production. Of those surveyed, 76% said they currently use a data system.

“We felt this survey was important because our dealers tell us there is definitely confusion about data in the marketplace,” said Trevor Mecham, director, Precision Solutions and Telematics for Case IH.

The survey shows 21% of the respondents either believe their supplier owns the data from their system or they don’t know who owns the data. Less than half (45%) of respondents claim to have agreements limiting the amount of data providers can share.

The responses confirm a lack of understanding about user agreement terminology and how those agreements define the rights of each producer.

For example, when asked to provide definitions for terms such as “personal data,” “machine data” and “agronomic data,” nearly 40% of the respondents said they did not know. Yet these are key terms in most user agreements.

“While these terms are not always defined consistently throughout the industry, at Case IH we believe producers need to have a clear understanding of our intentions,” Mecham said. “The terms of use from Case IH defines ‘agronomic data’ (yield, planting) as separate from ‘machine data’ (engine performance), whereas other manufacturers label both of these categories as ‘machine data,’ adding to confusion.”

For example, when it comes to agronomic data, no one at Case IH or the dealership has access to specific details about the customer’s acreage, crops, yields, cropping practices, etc.

The survey also revealed producer concerns about their ability to share data among brands of equipment. While 39% said they could transfer data among brands of equipment, 36% said they didn’t know whether they could, and 25% said they could not transfer the data. This issue represents challenges for diverse operations that want to expand their data management capabilities.

“One of the things we’ve tried to do at Case IH is to clarify and simplify the usage agreement for AFS Connect,” Mecham said. “As a founding member of the Open Ag Data Alliance (OADA), Case IH adheres to the organization’s standards of data privacy and use and interoperability for the entire agriculture industry.”

OADA standards make it easy to analyze and share mixed-fleet data and to keep fleet and maintenance management systems up to date and interconnected as fleets change.

The survey also suggested there is a lack of understanding regarding the impact of not sharing data with their present provider. Nearly half (43%) said they did not know the impact of no longer sharing the data, 9% said they would not be able to use their system if they stopped sharing, and 7% said they didn’t have the option of not sharing data with their system provider.

“At Case IH, we believe in transparency and readily encourage producers to review and ask questions about the user agreement before they sign up with any provider,” Mecham said. “Producers need to understand all aspects, limitations and provisions for data usage and sharing.”

Topics:

Leave a Reply

2 comments on “Case IH Survey Demonstrates Data Disconnect Among Growers

Data Management Stories
Young Corn Field
Data ManagementPurdue Online Tool to Help Farmers Make Precision Decisions, Keep Data Private
September 14, 2017
An innovative online tool developed by a Purdue University engineering professor will allow farmers to process data collected from their Read More
BASF Maglis grower retailer tablet
Data ManagementWhat Will Happen to My Data? Understanding Your Rights in Precision Agriculture
September 12, 2017
The use of precision agriculture-based decision making to determine fertilizer rates and hybrid types and planting rates is becoming more Read More
Data ManagementPrecision Farming: What’s Your Data Worth to You?
September 8, 2017
Today’s farm equipment today comes with more bells, whistles and blinking lights than Captain Nemo’s submarine, and most of those Read More
corn field
Data ManagementCan Artificial Intelligence Help Feed the World?
September 6, 2017
Editor’s note: Ryan Rakestraw from Monsanto Growth Ventures has teamed up with Amrit Acharya from Mckinsey to write the following Read More
Trending Articles
Farmer with iPad
Australia/New ZealandAgrian Expands into Australia
September 20, 2017
In line with a familiar growth trajectory, Agrian Inc. is moving into Australia with a physical support and sales presence Read More
John-Deere-labs
Tools & Smart EquipmentHow John Deere’s New AI Lab Is Designing Farm Equipment for a More Sustainable Future
September 15, 2017
On a block in San Francisco’s SoMa district, near LinkedIn’s headquarters and dozens of startups, a 180-year-old company best-known for Read More
BASF Maglis grower retailer tablet
Data ManagementWhat Will Happen to My Data? Understanding Your Rights in Precision Agriculture
September 12, 2017
The use of precision agriculture-based decision making to determine fertilizer rates and hybrid types and planting rates is becoming more Read More
Robotics/Labor SaversBlue River, Deere Deal Will Accelerate Farm Robot Innovation
September 11, 2017
No, Blue River Co-founder and CEO Jorge Heraud has not been deposed — Gaddafi-style — by big, bad corporate overlord Read More
Farming at Sunset
Business ManagementAgtech Issues: The Shiny Object Syndrome
September 6, 2017
Do you remember those cartoons where someone lures someone else by placing a piece of candy, small amount of money, Read More
AgQuip overview
Australia/New ZealandAgQuip 2017 Displays New Ag Technology in Australia
August 28, 2017
The annual AgQuip field days took place in Gunnedah, NSW on August 22-24. Being the largest agricultural field days in Read More
Latest News
Australian Harvest
Australia/New ZealandAustralia: Data Deal to Make Digital Information More A…
September 25, 2017
The announcement of a three-year collaboration between one of Australia’s most well-known agriculture technology providers, Precision Agriculture, and Federation University Read More
Mahindra-Photo-Money-Control
AsiaDrones for Soil Mapping? Mahindra Says Why Not
September 25, 2017
The Mumbai-based company is in talks with the Indian government seeking approval to make drones a part of farming methods, Read More
deepfield-robotics-bonirob
Robotics/Labor SaversDeepfield Robotics to Showcase Precision Agriculture Te…
September 22, 2017
Deepfield Robotics is preparing to showcase its robotics and automation technologies for the agriculture market at the Agrilevante event, in Read More
Kray Drone Application
DronesCrop Spraying Drone Manufacturer Kray Technologies Gets…
September 22, 2017
Chernovetskyi Investment Group (CIG) has reached an agreement on investment into Kray Technologies company, which manufactures Kray Protection industrial robotic Read More
Imagery/SensingPlanet Announces New Hi-Res Imagery Products
September 21, 2017
Since our acquisition of Terra Bella, and the SkySat constellation of seven satellites, we’ve been focused on making this high-resolution Read More
Systems ManagementBayer Dismisses Antitrust Concerns about Digital Farmin…
September 20, 2017
Bayer said it was unable to propose the sale of any digital farming assets to allay EU concerns about its Read More
Farmer with iPad
Australia/New ZealandAgrian Expands into Australia
September 20, 2017
In line with a familiar growth trajectory, Agrian Inc. is moving into Australia with a physical support and sales presence Read More
Robotics Specialty Crops
EventsPrecision in Specialty Crops Gains Momentum
September 20, 2017
When John Deere acquired Blue River Technologies (BRT) recently, BRT’s See & Spray technology received plenty of play. Yet many Read More
Decision Support SoftwareSyngenta Helps Lead Efforts for Farm Management Softwar…
September 19, 2017
Ag data from tractors, combines, planters, and other farm machinery present a huge opportunity for growers to manage their operations Read More
Petra-Andren-Cicada-Innovations
Australia/New ZealandGrowLab’s Rocket Fuel for AgTech in Australia
September 19, 2017
Despite its superpower status as a producer and exporter of agricultural goods and services, up until now Australia has had Read More
CropIn-Team-Photo-credit-BW-Disrupt
AsiaCropIn Aims to be a Global Leader in AgTech Sector
September 19, 2017
Krishna Kumar created AgTech startup, CropIn Technology in 2010, along with co-founders Kunal Prasad and Chittranjan Jena. The trio went Read More
China-Beidou-Navigation-Satellite-System
AsiaChina’s Navigation System Gets Powerful Chip to I…
September 18, 2017
A new powerful chip technology has been introduced in China’s national satellite navigation system to provide high-precision positioning, according to Read More
Tablet Grower
Industry NewsFieldReveal Names Hesse New CEO
September 18, 2017
Matt Hesse has been selected as the Chief Executive Officer of FieldReveal, a newly launched joint venture formed to deliver Read More
John-Deere-labs
Tools & Smart EquipmentHow John Deere’s New AI Lab Is Designing Farm Equipment…
September 15, 2017
On a block in San Francisco’s SoMa district, near LinkedIn’s headquarters and dozens of startups, a 180-year-old company best-known for Read More
Wheat sunrise
Australia/New ZealandSparkLabs Group Launches an Agricultural Tech Accelerat…
September 15, 2017
SparkLabs Group, which claims to be the largest startup accelerator group in Asia, is stepping into agricultural tech with a Read More
Sensors/IoTCollaboration Leverages Internet of Things, Sensors in …
September 15, 2017
The vision of having license-free community sensor networks for agricultural users has made a giant leap closer to reality. A Read More
Young Corn Field
Data ManagementPurdue Online Tool to Help Farmers Make Precision Decis…
September 14, 2017
An innovative online tool developed by a Purdue University engineering professor will allow farmers to process data collected from their Read More
forbes-agtech-summit
Precision IrrigationImproving Water Management: Can Silicon Valley Help?
September 13, 2017
I recently attended the Forbes AgTech Summit in Salinas, CA, where roughly 50 start-up companies originating from Silicon Valley and Read More