DataMac^® Agriculture

Farm Field Equipment Aftermarket Monitor and Forecast

In 1985, MacKay and Company conducted a major research project benchmarking the size and structure of the farm equipment aftermarket. Early in 1990, the Agricultural Field Equipment Aftermarket Monitor and Forecast Service (DataMac) was initiated.

DataMac monitors the maintenance practices of farm operators and measures farm field equipment parts demand by means of a continuing process of original survey research. Completing the picture, farm equipment parts businesses are surveyed to determine parts sourcing, price movements, profitability and perceived changes in customer buying habits. Over the past five years, nearly 9,000 farmers and more than 4,500 parts businesses have contributed to our base of information by returning DataMac questionnaires.

DataMac combines information from MacKay & Company's survey research with data available from government, association, and other industry sources to:

• Establish the populations of all the major types of farm field equipment operated by farmers in the United States. These populations are further segmented by size of farm (annual harvested acres of cropland).
• Determine the average annual usage of each type of equipment as measured in annual hours or annual acres of operation
• Identify specific attributes of each type of farm field equipment which have a direct bearing on potential demand for replacement parts. Attributes include the age and size of the equipment and the average number of specific parts installed on the equipment.
• Establish the net replacement population (percent already replaced at least once) and replacement frequency in years for major and commonly replaced parts and components
• Identify the type of repair or replacement part (farmer repair, rebuilt exchange, new or used) farmers select for specific types of parts and components
• Develop national estimates of market potential and five year demand forecasts by type of replacement parts
• Determine of market share by retail distribution channel and identify farmers' rationale for selecting specific suppliers.

The results of this analysis are delivered to DataMac subscribers in concisely written reports published each April and September. The September report includes detailed demand profiles for each of the 177 individual parts and components covered by DataMac. The demand profiles are provided to subscribers in both printed and electronic media.

DataMac is modular. There are seven components modules—Power Generation, Drivetrain, Hydraulics, Electrical, Tillage, Harvester (combines, cotton pickers and strippers) Components and "Other". The "other" category includes parts specific to spraying, planting and hay and forage equipment. It is also sold in modules based on type of vehicle.

For more information on the products and to obtain pricing, please contact us at 630.916.6110 or email