CASE STUDY: How Much Does Data-Driven

Planting Help Farmers?

MARCH 13, 2020

NITHIN DANIEL, RONI ELIZEBETH ABRAHAM
S2 MBA, MACFAST
SUMMARY
As in many other businesses information technology is
reshaping farmers. Many tractors and combines today are guided
by Global Positioning System (GPS) satellites based navigation
system. The GPS computer receives signals from earth orbiting
satellites to track each piece of equipment’s location and where
it has gone.
Big agricultural companies like Monsanto and Dupont want
their computers to analyze the planting depth or the distance
between crop rows to show farmers how to increase their crop
output. This practice is also known as prescriptive planting.
A new software developed by Monsanto called FieldScripts
takes into account variables such as the amount of sunlight and
shade and variations in soil nitrogen and phosphorous content
down to an area as small as 10-metre by 10-metre grid.
Monsanto then analyses the data in conjunction with the genetic
properties of their seeds.
The cost of investing in the new technology and new vendor
service fees can amount to more than what many farmers can
earn in extra yield from their farms. Monsanto estimates that
FieldScripts will improve yield by 5 to 10 bushles per acre. For
large farm of about 5000 acres, FieldScripts could increase
revenue increase between $100000 and $200000.
The outcome of predictive planting is less about the size of the
farm and more about the farmer’s technology know-how. Some
farmers have embraced predictive planting, others are critical.
Many farmers are worried about the intrusion of big data into
their once-insular businesses. Others worry about seed prices
rising too much, since the companies that developed predictive
planting technology are same ones that sells seeds. Farmers also
fear that rivals could use the data to their own advantage.
Prime Meridian company is developing a system to store farm-
by-farm information on an online web based service that could
give access to seed dealers, financial advisors and other
outsiders approved by farmers.
Monsanto aims to build a free online data storehouse where
farmers could upload information ranging from crop yield to
planting dates. It wouldn’t access data without the permission
from farmers.
FACTS AND FIGURES
 Farming is being reshaped by information technology
 Many tractors and combines today are guided by Global
Positioning System (GPS) satellite based navigation system
 The system helps steer the equipment- farmers monitor
progress on their ipads and their tablet computers
 Big agricultural companies (Monsanto and Dupont) want to
provide services – Prescriptive planting, FieldScripts

SOLUTIONS
1. List and describe the technologies used in this case study?
In this case study, the technologies described are:
a) Global Positioning System
GPS-based application in precision farming are being used for
farm planning, field mapping, soil sampling, tractor guidance,
crop scouting, variable rate applications and yield mapping. GPS
system allows farmers to work during low visibility field
conditions such as rain, dust, fog and darkness.
b) Field scripts
It is a new software developed by Monsanto. Consider variable
factors that affect the growth of product and deliver precise
information to end user
c) Prescriptive planting system
This system tells them with great precision which seeds to plant
and how to cultivate them in different land. It is used in remote
sensing and other cartographic techniques to map every field. It
combine all the climate information that it could find and send
to fieldScripts
2. How do the systems described in this case provide operational
intelligence?
The systems described in this case provide operational
intelligence like, farmers are being able to make decision on
time without the help of others. Farmers can easily access the
quality of seeds and the crops they are using and producing. The
system also provides information related to the climatic
conditions and the market price levels.
3. How does predictive planting support decision making?
Explain three areas of decision making
It provides data on field boundaries, historic crop fields and soil
conditions to an agricultural data analysis company. It analysis
the data along with other data it has collected about seed,
performance and soil conditions in different areas. It helps to
take decisions in the following areas:
- Helps to determine the type of seed matches for a particular
area.
- Helps government to provide various incentive
programmes
- Easily analysis the trend in the agricultural field
4. How helpful is predictive planting for individuals and
agriculture industry?
 Putting together an ideal machinery system is not easy
 Equipment that works best one year may not work well the
next because of changes in weather conditions or crop
production practices
 Improvements in design may make older equipment
obsolete
 The number of acres being farmed or the amount of labour
available may change