360° customer control panel for advancing integrated logistics intelligence in the port sector

e-Core • August 12, 2024

A Digital Transformation Journey through the D2E Program


Executive Summary


A leading company in the port sector partnered with AWS and e-Core to participate in the AWS D2E Mobilize workshop. The goal was to drive their digital transformation by creating an Integrated Logistics Intelligence platform meant to integrate and automate the logistics processes of their clients, providing an end-to-end view of transportation. 


Workshop Objectives


The workshop had two main objectives:


  1. Develop a roadmap for the creation of a commercial control panel, providing a 360° view of customers by consolidating data from various business areas and supporting commercial negotiations.

  2. Establish a delivery plan to make the MVP (Minimum Viable Product) feasible, enabling subsequent deliveries of business value.

Additionally, the goal was to bring together all responsible leaders and decision-makers to ensure that the MVP delivers real gains for the company. This collaborative effort aimed to understand each area’s relationship with its customers and partners, addressing both technical and operational needs.

>> Read also: How to be data-driven? Start by answering these 5 questions

The Vision


The vision for the Integrated Logistics Intelligence platform was to use internal and external data to provide a comprehensive solution for logistics integration and automation. The platform aims to:

  • Provide complete visibility and control of transportation.
  • Generate relevant insights for more efficient commercial negotiations.
  • Offer real-time notifications about relevant events for the clients’ cargo.
  • Recommend actions to mitigate predicted impacts.

Demonstration


A practical example demonstrated how the platform could predict delays in vessel arrivals and suggest logistical adjustments to avoid additional costs, significantly improving operational efficiency and customer satisfaction.

Expected Business Results


The benefits expected to be achieved by the company include:


  • Commercial efficiency: increased revenue and margin per customer, and reduced customer acquisition costs.
  • Customer experience: increased customer retention and loyalty, and enhanced Customer Lifetime Value (CLTV).

The benefits anticipated for customers include:

  • Operational efficiency: reduced average delay time per transported cargo, reduced cash provisioning for delays and unexpected costs, and decreased downtime of production lines.


The MVP: Commercial Control Panel


Focus areas:


  • 360-Degree Customer View and Insights Generation: The MVP will create a comprehensive 360-degree view of customers by consolidating data from various business areas (terminals, tugboats, agency) to generate commercial insights (leads) for specific business areas.
  • Data Platform Consolidation: The MVP will consolidate data from operational systems and market data.
  • Commercial Representatives’ Insights and Lead Ranking: Views for Terminal and Tugboat representatives will rank high-value opportunities (leads) and provide feedback to improve the ML model. Tugboats’ commercial team insights will be integrated into the systems.
  • Group-Level Commercial Efficiency View: A group-level view will offer end-to-end customer visibility, including metrics like total billing and normalized revenue (R$/hour), to understand good and bad customers globally.

Implementation approach:

  • Solution Foundation: Establish a flexible and scalable architecture as the foundation for the organization’s data environment, enabling future solution development.
  • Data Source Integration: Initiate the collection of data from various sources to support data processing efforts and create a comprehensive knowledge base accessible to different teams.
  • Data Enrichment: Enhance the value of existing data by cross-referencing and integrating information across the organization to generate new insights.
  • Analytics Capabilities: Set up the architecture for analytics, including data loading processes, and develop dashboards to provide actionable insights.
  • Knowledge Sharing: Facilitate knowledge transfer between specialist teams and other departments to ensure broad access to expertise and promote informed decision-making.

Scaling Quickly


The evolution of the platform will include:

  • Training Machine Learning models for predicting and mitigating delays, leading the company to become more data-driven, knowing more about their data and generating new ones to make smart decisions.
  • Processing unstructured data to generate additional insights. This will make the data access easier from different teams through data standardization.
  • Developing APIs for data integration and sharing with clients and partners helping the data consumption faster for less technical teams and simpler for partners.

Future Roadmap


The next steps for the project include mapping customer journeys with new features, data architecture evolution and understanding. Develop recommendation engines for future actions and modernizing the customer experience with new applications and technologies as the organization understands how the new data products are helping them.

Conclusion

Participation in the D2E Mobilize program and the partnership with AWS and e-Core provided a unique opportunity for a leading company in the port sector to advance its digital transformation, improve operational efficiency and customer experience, and reach new heights in logistics innovation.

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