Kynetec creates interactive machinery dashboard

The dashboard, called MachineryTrak, will combine grower survey data on standardised machinery registrations, dealer coverage analysis and insight into changing agronomic practices to support agricultural machinery manufacturers and dealers with their go-to-market planning and analysis.

Features of the tool include information of market size and shares, new vehicle registrations by country, dealer coverage, locations and ownership, and how changes in agronomic practices and farm sizes impact on machinery selection.

MachineryTrak will initially launch in Italy, Poland, France and Turkey.

Belén Valverde (pictured), customer insights practice leader at Kynetec, said: “MachineryTrak is a powerful online dashboard designed to give brands tangible strategic advantage – particularly in the age of digital farming’s influence on machinery and agronomic practice.

“MachineryTrak supplies insights on these initial markets as Poland has demonstrated significant machinery registration growth, France’s unique structure of smaller farms operating as cooperatives, Turkey continues to be an agriculturally focused economy and Italy is an agriculturally diverse nation, reflected in machinery requirements.

“We will continue to expand our market coverage into other strategically significant markets for our clients.”