Watch as the authors of MIT SMR's 2018 report on data and analytics and special guest Teddy Bekele of WinField United, a division of Land O’Lakes Inc., discuss the findings from the research, and share how WinField United has strengthened its bonds with its agriculture customers by sharing data and analytics that help them improve yield and efficiency. The speakers will show how analytical innovators are gathering and sharing data to build loyalty and keep customers.

1. Cover: Using Analy1cs to Improve
Customer Engagement

2. Sam Ransbotham is an associate professor in the Informa+on Systems Department
at the Carroll School of Management at Boston College, as well as guest editor for
MIT Sloan Management Review’s Data & Analy+cs Big Ideas ini+a+ve.
David Kiron is the execu+ve editor of MIT Sloan Management Review.
Allison Ryder is the senior project editor of MIT Sloan Management Review. She
will moderate the discussion.

3. Content Overview
Key findings from the 2018 Data & Analytics Global
Executive Study and Research Report
Special Guest: Teddy Bekele is vice president of
agricultural technology for WinField United, a division
of Land O’Lakes Inc.
Learn more: sloanreview.mit.edu/analytics2018

4. ©2016. WinField is a registered trademark and WinField United is a trademark of Winfield Sol.
Ag Technology
Teddy Bekele
Teddy Bekele

5. Purina
Animal nutrition
and feed
Diversified agribusinesses driven by insights and innova1on to feed
human progress from farm to fork
WinField United
Ag services,
crop inputs,
precision agriculture
Land O’Lakes
Dairy foods and
ingredients
Land O’Lakes
SUSTAIN
Sustainability

7. Three-Step Distribu1on Model
Applied
Research and
Insights
Ag Technology

8. ©2017. WinField is a registered trademark and WinField United is a trademark of Winfield Solutions.
4 Year Avg =170
4 Year Max = 534

9. Delivering Answer Plot Insights…
Nearly 200
loca+ons
664 Answer
Plot
Knowledge
Events
32 States 3
countries
6+ Million
Data Points
> 750,000
Trials

10. 2017 Hybrid
Specific Ranges
1.2 - 18.4
39.5 – 97.2
2.4 – 29.9
0 – 37.0

11. Ag Tech Team Mission
This team’s mission is to lead the market in connec+ng data, science and math
with the art of trusted local agronomy. By empowering WinField United and
our Owners with unparalleled insights and products, together, we will unlock
the poten+al of the growers we serve.
Advancing Agriculture Intelligently through Technology

12. ©2016. WinField is a registered trademark and WinField United is a trademark of Winfield Sol.
Owner Strategy
Streamline your
agronomy business’ so
you can put more effort
where it matters
PorEolio: Enabling our owners to digitally win In Season
Developed for the agronomist
to help farmers sustainably
maximize potential by adjusting
to the conditions of the season
Allowing owners to create their own
ag tech package with market leading
tools and connecting them together
to offer a secure and retail-centric
data management solution
In Season Decision Tools ATLAS Web Portal
Improving retailer’s digital
presence with growers and
offering agronomic insights to
increase loyalty and stickiness
1 2 3

13. Right Genetics @
Right Population
In Season
Adjustments
In Season
Plant Nutrition
In Season
Crop Protection
R7® Tool NutriSolutions® R7® Field ForecastingR7® Field Monitoring
Helping Growers with Key In-Season Decisions

14. ©2016. WinField is a registered trademark and WinField United is a trademark of Winfield Solu+ons.
Tissue/Soil Analysis
Answer Plot Insights
Real Time Weather Data
In Season Imagery
As Applied Data
Every Plant is a Sensor
R7 Field Forecastomg: “Closing the Gap” In Season

15. ATLAS Web Portal

16. ©2016. WinField is a registered trademark and WinField United is a trademark of Winfield Solu+ons.
Disease Map
Response to Fungicide
R7 Field Details
ATLAS Web Portal

17. Jun 1, 2017
May 25, 2017

19. Average yield on the field: 195.26 bushels – up 22%
Economics is NOW driving Sustainability

20. Overview of findings
• Competitive advantage from analytics continues to grow.
• Analytics is driving customer engagement.
• Analytically mature organizations use more data sources
to engage customers.
• Sharing data can improve influence with customers and
other groups.
Learn more: sloanreview.mit.edu/analytics2018

21. Data & Analytics Global Study
Overview
Key features: Over 1,900 global executives surveyed, 101
countries represented, and 17 qualitative interviews with
industry leaders.
Learn more: sloanreview.mit.edu/analytics2018

22. Competitive Advantage from
Analytics
Competitive advantage has grown steadily for the past
three years.
Learn more: sloanreview.mit.edu/analytics2018

23. Data and Insights
Executives report more access to data but are not able to
turn it into insights.
Learn more: sloanreview.mit.edu/analytics2018

24. We’ve segmented practitioners into three groups.
Defining Analytical Maturity
Learn more: sloanreview.mit.edu/analytics2018

25. Customer Engagement and
Maturity
Learn more: sloanreview.mit.edu/analytics2018

26. The Analytics Core Index
1. Ingesting data
• Capturing, aggregating, and
integrating data
2. Analyzing data
• Descriptive analytics, predictive
analytics, and prescriptive analytics
3. Applying insights
• Disseminating data insights and
incorporating insights into automated
processes
Learn more: sloanreview.mit.edu/analytics2018

27. Data Sharing and Innovation
Learn more: sloanreview.mit.edu/analytics2018

28. Data Sharing and Influence
Learn more: sloanreview.mit.edu/analytics2018

29. Customer Engagement and
The Analytics Core Index
Learn more: sloanreview.mit.edu/analytics2018

30. Customer Engagement by
Maturity Level
Learn more: sloanreview.mit.edu/analytics2018

31. Timely Data and
Customer Engagement
Learn more: sloanreview.mit.edu/analytics2018

32. Enduring Challenges
• Striking the Balance in Data-Human Partnerships
• Leadership and Culture
• Organizing for Analytics
• Tricky Metrics
• Data Quality
Learn more: sloanreview.mit.edu/analytics2018

33. Learn more: sloanreview.mit.edu/analytics2018

34. © Massachusetts Institute of Technology, 2018
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