In updating its proprietary farm and land database, telematch company Farm Market iD stands poised to provide an array of clients with detailed, fact-based information on hundreds of millions of planted production areas.
“Utilizing this robust data - coupled with additional communication touch points, including more robust email capabilities and online ad targeting - agri-marketers can employ an integrated marketing approach,” Farm Market iD CEO Steve Rao said.
In fact, using the updated database will reap “many benefits,” Rao recently told Crop Protection News.
The database provides “highly accurate and deep information to understand farms, farmers - including complete omni-channel contact information, crops, acres, rotations, gross farm income and geospatial links to their farm field boundaries with the ability to layer in weather, soils, imagery, water tables, et cetera,” Rao said.
Specifically, the Westmont, Illinois, company released the updated farm and land database in August. It covers harvest year 2014 and contains details on more than 402 million planted production areas from more than 24 million geospatial land units. The land and production details are connected to approximately 1.9 million individuals working on some 1.4 million farms, generating $197 billion in gross farm income during harvest year 2014.
“You can look at a single grower and what land they are associated with and what other people they are associated with or you can look at an overall market to understand trends, market share, missing acres” and more, Rao told Crop Protection News.
Rao also said that the Farm Market iD database may be used by anyone wishing to understand what is happening on the 877 million acres of land that is tracked, including the roughly 400 million acres of production farmland. “We work today with crop protection, retailers, precision ag, farm equipment, banks, insurance companies, and academia,” among others, he said.
Additionally, according to Rao, Farm Market iD will be releasing a mobile app, an API, and the ability to pull in various other geospatial data to help the industry deliver data-powered services to leverage the power of big data to increase sales and marketing and improve economic outcomes for farmers, retailers and manufactures.