Simon Griffin is Technical Manager of SOYL, a specialist precision farming service provider in the UK. He has been involved with Precision Farming for over 20 years and is responsible for all crop and soil management aspects of SOYLs services including R&D delivered on over 1 million ha (2.5 m ac) in the UK as well as in a number of other countries SOYL are operating in. Simon has developed PF services in many areas including Nutrition, seed, cultivation, crop protection, and irrigation. Recently he has been involved in looking at ways at adding value to data. SOYL supply satellite imagery, conductivity, Soil survey, nutrient mapping, yield mapping, and other data to customers. Mostly this is single use and is then stored e.g. satellite imagery for Nitrogen management. The focus for the last few seasons has been analysing these datasets to gain insight into factors driving yield and understanding farm dynamics and adding value to this data which has been collected and stored by the farm.