What data actually exists about this industry, who typically holds it, at what granularity, and how obtainable it is. Public means openly published; purchasable is sold by a vendor; partnership needs a bilateral deal; exclusive is effectively locked up by one party.
| Data category | Who holds it | Granularity | Access |
|---|---|---|---|
| pricing | Rental operators' published rate cards and websites, farm-machinery rental price surveys by university extension services (Iowa State… | Per machine class per hour/day/week/season; annual survey averages by region | public |
| registry/licensing/permits | National vehicle/tractor registration authorities (e.g. DVLA UK, KBA Germany, state DMVs), agricultural machinery type-approval registers… | Per registered machine / per lien filing | public |
| employment & workforce | National statistical offices under NACE 77.31/77.39 breakdowns (Eurostat SBS, US BLS QCEW NAICS 532490), operator payroll systems | Annual per-region industry aggregate; per-employee internally | public |
| reviews & sentiment | Google Business profiles, farming forums (The Farming Forum, AgTalk), marketplace ratings on machinery-sharing platforms | Per review / per depot | public |
| financial filings | Company registries (Companies House, Bundesanzeiger, SEC), listed rental and leasing groups, leasing industry associations (Leaseurope… | Annual/quarterly per company; monthly sector aggregates for leasing volumes | public |
| weather-dependent metrics | Rental operators correlating demand with season; national meteorological services and agri-weather vendors (DTN, Meteoblue) used for demand… | Daily per weather station / per rental depot catchment | public |
| inventory & supply chain | Rental fleet operators, OEM dealer networks, used-equipment marketplaces reflecting ex-rental disposals (Machinery Pete, Mascus… | Per unit in fleet (make, model, year, hours, location); listing-level for… | purchasable |
| transactional/sales | Equipment rental firms and dealer-lessors (John Deere/Case IH/AGCO dealerships), agricultural machinery rings/co-operatives, rental… | Per rental contract / per invoice line, with asset ID, dates and rate | partnership |
| sensor/IoT | OEM telematics platforms (John Deere JDLink, CNH AFS Connect, AGCO Fuse, CLAAS Telematics), aftermarket telematics vendors, the rental… | Per machine, near-real-time engine hours, load, fuel burn, fault codes | partnership |
| geospatial/movement | Telematics providers and rental operators (GPS position, geofence breach), theft-tracking vendors (CESAR/Datatag, TER) | Per machine, GPS ping (minutes to hourly) | partnership |
| incident/safety/claims | Equipment insurers and specialist agri-plant underwriters, rental operators' damage-waiver claim records, national workplace safety… | Per claim / per incident; annual aggregates from regulators | partnership |
| booking/utilization/occupancy | Rental fleet operators, rental ERP vendors, machinery-sharing platforms (MachineryLink, Tractor Junction rentals, Hello Tractor, EM3 Agri… | Per asset per day (on-rent/idle), fleet utilization monthly aggregate | partnership |
| production output | Contractor/rental operators recording worked hectares and harvest throughput via telematics and job records; agri software (Agrirouter… | Per job / per field / per machine-hour | partnership |
| maintenance & asset condition | Rental operators' workshop systems, OEM dealer service records, warranty databases, remarketing inspectors (Ritchie Bros inspection reports) | Per work order / per asset lifetime record; engine-hour based service intervals | partnership |
| customer demographics | Rental operators' CRM (farm size, crop mix, holding location), agricultural census bodies providing farm-structure context (Eurostat FSS… | Per customer account internally; per-region farm structure aggregates publicly | partnership |
| quality & compliance testing | Machinery inspection and certification schemes (statutory sprayer testing under EU SUD, PUWER/LOLER inspection bodies, TÜV/DEKRA), rental… | Per machine per inspection event | partnership |
| communications/marketing performance | Rental chains' marketing teams, ad platforms (Google Ads, Meta), agricultural trade publishers running lead-gen | Per campaign per channel, weekly/monthly | exclusive |
Compiled by the TriData research system from public registers, industry structure and regulatory reporting obligations; refreshed as the underlying catalogue grows. Look up the code itself in the NACE code finder.