BASF Agricultural Terminal that Helps to Build Go-To-Market Strategy

Since 2011, BASF’s Agricultural Solutions division has been using software from Smart Analytics as additional support for decision-making and developing go-to-market strategies.

About company

At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. More than 117,000 employees in the BASF Group work on contributing to the success of our customers in almost every country in the world. Our portfolio is organized into six segments: Chemicals, Materials, Industrial Solutions, Surface Technologies, Nutrition & Care, and Agricultural Solutions.

We create chemistry for a sustainable future

Industry

Agrochemical

Location

Global

Challenge

The Agricultural Terminal solution has been developed for internal use at BASF’s Agricultural Solutions division.

Global market research analysts from the strategic marketing department are the direct users of the system. They prepare materials on the current situation and dynamics on the main markets which are consumers of the BASF agricultural products such as crop protection and seeds.

Research results are submitted to key stakeholders – regional and national business management responsible for identifying a global development strategy on certain geographical markets.

The main problem of the customer before using the system was the fact that, in order to develop strategies and make managerial decisions a joint analysis of data from multiple sources using various item directories which were published at different dates was required.

In particular, analytical materials prepared by business users are based on data from various sources: international organizations, statistical agencies, and commodity markets. Their classifiers differ from source to source (in terms of commodity directories, countries, measures, seasonal adjustments, currencies). For example, USD per bushel of corn against EUR per metric ton, or soft wheat per ton against regular wheat per metric ton. Harmonization of such classifiers was time-consuming and required considerable manpower.

Moreover, with the data published at different dates, analytical materials prepared in advance must be updated by hand. Besides, some data sources do not have the function of reference to historic data which are also instrumental in proper analysis.


The Agricultural Terminal involves automated collection and integration of data from 26 sources that are regularly updated. This provides opportunities for their further analysis and clear reports.

Project Manager

Smart Analytics

Solution

BASF’s Agriculture Terminal solution has been used since 2011.

The system aggregates data from multiple sources in agriculture, among others the Department of Agriculture of the USA, OECD-FAO, FAPRI, forecasts from the Department of Agriculture of the USA, and significantly facilitates data processing and preparation of analytical materials.

Rules for multiple source data harmonization have been worked out within the framework of the solution, as well as the hierarchy of items analyzed and the schedule of source updates. Data from 26 sources are regularly updated.

The system offers a range of features on the preparation and visualization of analytical materials: generating random datasets based on a multidimensional model, creating and editing dashboards based on report patterns, representing geographical and informational data and importing data into external formats.

The information collected is used by business-users to support managerial decisions about marketing policies depending on the product category taking the following into account:

Results

The solution is a web app which provides a single-entry point to data on agriculture, macroeconomics and trade from multiple sources from around the world. The data are regularly uploaded into the repository according to the schedule specified and go through the processes of verification and harmonization. Users can generate requests for both original and harmonized (compatible) data.

Thanks to multiple source data correlation tools, as well as the use of preset reports and the feature of creating management presentations within the system specialists at BASF make genuinely data-driven decisions about their plans on the global market.

The Agricultural Terminal solution is currently being updated in terms of improving the portal, enhancing the data source directory and the validation rules list, as well as developing the tech platform.

26+

Data sources

43+

Reports

60 years

Historic data available since 1960

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