Big data implications - Terry Griffin - 6
- 1. Big Data Implications for Agriculture Terry Griffin, PhD, CCA Cropping Systems Economist Department of Agricultural Economics @SpacePlowboy #PrecisionAg #BigData #FarmData #EOCC17 Eastern Ontario Crop Conference Kemptville, ON February 14, 2017
- 3. Farmer’s Use of Precision Ag 0 25 50 75 100 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 PercentofFarms Automated Guidance Lightbar Automated Section Control Precision Soil Samplin Yield Monitor Yield Monitor with GPS Variable Rate Fert. Variable Rate Seed
- 8. Data Analysis Service Offerings 82.0% 38.7% 19.5% 12.3% 9.2% 0% 50% 100% Print Maps for Customers (Yield/EC/Soil Maps, etc.) No Aggregate Data; Individual Farm Data Only Data Aggregated Among Farmers But Not Outside the Dealership Data Aggregated Among Farmers Including Those Outside the Dealership Do Not Help Customers With Their Farm-Level Data % of Respondents 2015 Base: 261 respondents Erickson & Widmar, 2015 Managing Farm-Level Data to Assist Customers in Decision Making Small data Big data Big data
- 9. Precision profitability over time 0% 10% 20% 30% 40% 50% 60% 70% 80% 2003 2004 2005 2006 2007 2008 2009 2011 2013 2015 %ofrespondentsofferingprecision servicesmakingaprofit Soil Sampling Single Variable Rate Application Multi Variable Rate Application Satellite Imagery Yield Monitor Data Analysis Total Precision Package 2015 Base: 261 Erickson & Widmar, 2015
- 11. Privacy and Security • Privacy not a new idea • “Security” & “privacy” – Prevent others accessing data – Prevent data becoming corrupted – Prevent data loss
- 14. Thinking about Farm Data • Data is intangible and irreplaceable – “non-rival” – “Excludable” and/or “non-excludable” • Copies of digital data identical to original • Anonymity does not exist with big data • Value lies in its use, not in the possession – Data tombs are common (and worthless) – ‘data has no value’ My Favorite Movie My Favorite Movie
- 15. Ownership framework • First: what does it mean to “own” something? – Right to POSSESS* – Right to USE – Right to ENJOY – Right to EXCLUDE OTHERS FROM* – Right to TRANSFER – Right to CONSUME or DESTROY* • Better question: What recourse do people have with respect to misappropriated data? Stolen from: Shannon Ferrell, Oklahoma State University [email protected]
- 16. Framework for intangible property • Where does farm data fit, if at all? • Intellectual property – Trademark – Patent – Copyright – Trade secret • Ellixson & Griffin, 2017 U.S. Const. Art. I, §8, c. 8 Stolen from: Shannon Ferrell, Oklahoma State University [email protected]
- 17. Community Data Analysis • Community Participation: Value to Farmer vs Network • Value of primary use < value of secondary use Image credit: Fox Photos/Getty Images
- 18. Data Primary Use Secondary Use Yield monitor data Documenting yields On-farm trials Splitting crop shares GxExM analyses Soil sample data Fertilizer decisions Regional compliance Algorithm development Scouting Spray decisions Regional analytics Early alerts As-applied fertility On-farm trials Compliance Algorithm development Single Field vs Community Are value of secondary uses > primary uses? Need 1 field Need many fields
- 19. Farm Data as Intangible Resource • Reluctant to share data • Ramification of relinquishing control? – Gives up bargaining power – Fear own data used against them Source: Shanoyan and Griffin
- 20. Valuation of Precision Ag Data • Consider the farm-level value of ‘lost data’ – Pirate holding data for ransom – Willingness-to-pay for data security • Spoiler: typically low compared to collection effort • Court system likely decide value – Rather than free market Farm Data Valuation
- 21. 0 5 10 15 20 25 30 2010 2015 Mbitpersecond Are FCC-Defined Broadband Speed Enough? down up
- 22. Broadband Speeds Enough? • UAV imagery example (Buschermohle, U of Tennessee) – 40 acre field with 17 pictures ~ 111 MB (almost 3 MB/acre) – 92 acres with 152 pictures ~ 450MB (almost 5 MB/acre) • Other sensor and prescription data (Shearer, tOSU) – Spraying 0.3 MB/acre – Planting 5.5 MB/acre – Yield data 4.2 MB/acre – Soil/Fertility Data 0.6 MB/acre – Prescription files 0.01 MB/acre 0 10 20 30 2010 2015Mbitpersecond down up
- 23. FCC Broadband Definition: 2010 to 2014 Source: http://www.broadbandmap.gov/speed
- 24. FCC Broadband Definition: 2015 Source: http://www.broadbandmap.gov/speed
- 25. Farm Data Quality • Yield monitor data is great, but… – Sensor calibration crucial – Yield cleaning necessary – Data ≠ truth
- 26. USDA ARS Yield Editor Raw data from combine yield monitor
- 28. Advanced data cleaning algorithm
- 29. Opportunities Stolen from: Shannon Ferrell
- 30. “Future” of Farm Data • Wireless infrastructure impacts farmland values • Secondary uses recognized as valuable – If yield monitor malfunctions, harvester stops for repair • Data quality viewed as important – Small data at the grower:farm:field level – Big data at the community level • Going off grid not sustainable
- 31. Acknowledgements Dr. Shannon L. Ferrell Associate Professor, Agricultural Law Dept. of Agricultural Economics Oklahoma State University Dr. Aleksan Shanoyan Assistant Professor Department of Agricultural Economics Kansas State University Terry Griffin Cropping Systems Economist [email protected] 501.249.6360 @SpacePlowboy