Submitter
Dan Dyer, Head of Seed Product Development
Company
Syngenta
Industry
Agriculture
Business Challenge
Syngenta’s goal: take the inherently complex and variable process of growing soybeans and transform it into a customer value source. Historically, seed recommendations were based on anecdotal, generalized data, meaning decisions were anchored in the past. Growers need to know how the product will perform in their fields tomorrow. Once the analytical challenge of generating the data was solved, Syngenta faced multiple implementation challenges, including how to best package the information so it could be delivered to customers.
Analytics Solution
Syngenta now relies on mathematics to deliver data and insight – not just more data. Instead of a simplistic answer, the company supplies a more robust answer that more accurately describes the grower experience. For example, if the weather is what’s expected, there is 80 percent confidence of producing 55-60 bushels/acre. If temperatures are low, 45-53 bushels/acre can be expected. Data transparency also drives open discussions with customers and generates a different selling and engagement approach.
Impact
Syngenta’s marketing analytics program has made a dramatic improvement in marketing seed varieties, creating value that its customers are noticing.
Product: Syngenta now uses advanced analytics and geospatial information to focus precisely on grower needs. Increases in performance advancements through proper placement at just a one bushel/acre are worth more than $820 million/year for the industry.
Promotion: The company’s dashboard provides detailed data, giving both Syngenta personnel and customers confidence in product selection and placement. Placement is now based on facts that enable growers to make decisions based on likely outcomes.
Place: Syngenta now positions products in geographies and with channel partners based on knowledge. That means the company can be selective in placement, driving efficiency.
Price: Historically, pricing was based on competitive offers. The value created today is recognized as increased profit to the grower. That benefit may return market share gains over time and increase customer satisfaction.