DataSmart Shipping Conference Day Two: Key Highlights from the Event

This Wednesday, March 26, marked the final day of the DataSmart Shipping Conference – Applying Technology to Extract Value.

The day’s first panel, “What is the current status of market intelligence in Brazil? What pain points could artificial intelligence help solve?” kicked off with a presentation by Jeferson Gilgen from the Port of Itapoá.

The presentation covered the state of market intelligence in Brazil, highlighting challenges and opportunities, particularly in the port sector. Gilgen emphasized the importance of integrating internal and external data to create an intelligence ecosystem that supports strategic decision-making. He shared practical case studies, such as developing a customer ranking based on scoring, which consolidated multiple factors into a single analysis, and implementing the “Game Plan,” which aligned commercial strategy with macroeconomic indicators. Additionally, he highlighted the creation of sales guides containing infrastructure, trade lane, and performance data to assist the commercial team in negotiations.

Among the challenges, he pointed out the difficulty in hiring qualified market intelligence professionals and the time required for such recruitment. Another critical issue is data standardization, including the need for precise metrics to assess port performance and the unification of dates in operational records. As for opportunities, he underscored AI’s role as a key ally in complex analyses, stressing that the future of the profession lies in the ability to interpret AI-generated results. The presentation concluded by reinforcing the necessity of measuring the effectiveness of market intelligence work and its impact on strategic decisions.

Ederson Oliveira from Tecon Salvador shared his experience integrating data to optimize operational efficiency, detailing the evolution of analytical tools used by the company. Initially, the commercial team relied on Excel spreadsheets to extract information and support decision-making, but challenges with large files and operational limitations led to the adoption of Google Data Studio, a cloud-based solution that enabled quick and remote access to updated customer, carrier, and shipper data. This transition not only facilitated faster decision-making but also enabled the integration of other tools, such as Salesforce CRM and Datamar’s DataLiner, which contributed to strategic market and terminal operations analysis.

Oliveira also emphasized the importance of process digitalization and digital transformation in enhancing Tecon Salvador’s competitiveness and technological sustainability. Data integration enabled a more precise marketing strategy, identifying opportunities and personalizing customer relationships, aligning automation with a human touch. This integrated approach not only optimized commercial operations but also contributed to the terminal’s growth, expanding its regional influence and strengthening its position in Brazil’s logistics and port landscape.

Eliane Okino from Rochamar Agência Marítima discussed the role of market intelligence in maritime agency services, explaining the difference between shipping agents, who act as intermediaries between ports and clients, and freight forwarders, who focus on transportation logistics. Okino noted that Rochamar, part of the Ultramar Group, operates in 30 countries and faces distinct challenges in both liner and bulk shipping. While the liner sector benefits from more structured data, thanks in part to contributions from Datamar, the bulk sector still struggles with a lack of data sharing and standardization, making strategic decision-making and efficient operations more challenging.

She pointed to artificial intelligence as a promising solution for data collection and organization, enabling faster and more accurate analyses. However, she stressed the need for a cultural shift in the sector, advocating for greater collaboration among competing companies to enhance market visibility and strengthen competitiveness. Okino concluded by emphasizing that knowledge and information are the foundation of progress in international trade, reinforcing that AI, combined with industry-wide cooperation, can drive innovation and growth in Brazil’s port sector.

Panel 2: What are the technological challenges in implementing better solutions for analyzing large data sets?

Sandro Martins from the Port of Itapoá presented how Big Data, Machine Learning, and AI are transforming port management. The main challenge was reducing unproductive moves—extra operations caused by the lack of predictability in container pickups. The solution involved integrating internal systems with cloud computing, allowing for the analysis of vast data volumes and applying predictive models to anticipate pickups with greater accuracy.

As a result, the Port of Itapoá achieved a 25% reduction in unproductive moves and recouped its investment in just six months. Digitalization brought greater efficiency and sustainability, solidifying data as a strategic asset for decision-making and the future of port logistics.

Richard Nachtigall, Head of International Logistics at Lojas Renner, discussed the growing importance of data in managing international logistics for the retail sector. He highlighted the complexity of Renner’s logistics operations, which involve importing products from multiple regions, including Asia, Europe, and Latin America. The company faces challenges in tracking shipments, particularly in real-time, due to the fragmentation and lack of standardization in data systems across different stakeholders. He emphasized that the demand for fast and accurate data has become even more critical in recent years, especially post-pandemic, as delays can significantly impact the timely delivery of fashion products, which are highly seasonal. Renner is investing in emerging technologies such as AI, IoT, and predictive analytics to enhance data accuracy and improve decision-making in logistics.

Nachtigall also addressed key challenges related to fragmented data, system incompatibility, and security concerns in logistics operations. He explained that integrating data from various sources—such as transportation systems, suppliers, and warehouses—remains a major obstacle. The lack of uniformity in data formats (such as date formats and measurement units differing by country) further complicates the process. He emphasized the importance of collaboration among stakeholders to improve data sharing, which could increase reliability and reduce uncertainties. Additionally, he stressed the need for more skilled professionals in logistics and technology as the industry increasingly relies on data-driven decision-making. He concluded by calling for greater investment in technology and workforce development to maintain competitiveness in the retail sector.

Rodrigo Diaz, Director at Thomson Reuters, discussed the challenges and opportunities in analyzing large data volumes in international trade, with a focus on regulation and competitiveness. He highlighted the complexity of the global regulatory landscape, where over 130 million changes are recorded annually, making it virtually impossible for importers to keep up manually. Diaz emphasized the need for technologies that can filter and analyze this data, ensuring that import processes remain efficient and compliant with regulations, thereby avoiding additional costs and negative impacts on logistics and business competitiveness.

He also discussed Brazil’s new import process under the Single Portal, which was designed to modernize the technological platform and improve operational efficiency, though it requires adaptation from importers. The outdated system no longer met industry needs, leading to the development of a more advanced framework, albeit with implementation challenges. Diaz noted that despite the risks associated with transitioning, the change offers benefits such as faster processing times. He underscored the importance of automation and data analytics in optimizing operations, arguing that companies investing in compliance technology, supply chain visibility, and automation will be better positioned to enhance their competitiveness and mitigate risks in international trade.

Graph Theory in Relationship Analysis

Professor Enderson Junior, a Ph.D. candidate at UFF, delivered a lecture on Graph Theory, focusing on its application in relationship analysis and developing corporate profiles for BID decision-making. Drawing from his extensive academic and professional experience—highlighting published research and industry awards—he explored the use of graphs across fields such as computer networks, logistics, and artificial intelligence. He emphasized that while AI is a powerful tool, it often lacks explainability, whereas graph-oriented databases offer greater transparency and data auditability.

The session included a hands-on demonstration using real-world data to perform clustering and identify logistical and commercial patterns, such as import and export routes. Through graph analysis, it became possible to pinpoint companies with high cargo throughput and uncover potential business opportunities, such as linking previously unconnected data points. Ultimately, Graph Theory proves to be a crucial tool for process optimization and the analysis of complex datasets.

Time Series Forecasting (Predictive Analysis)

Professor Eder Cassettari from USP led a discussion on time series forecasting, underscoring the role of data analysis in improving decision-making. He explained that predictive model effectiveness is measured by error—where lower is better—and the coefficient of determination (R²). If a model delivers low accuracy, the solution may lie in altering the methodology rather than modifying the dataset. Cassettari also highlighted the importance of process optimization methodologies, including Lean Six Sigma, D-MIC, and Kaizen, to minimize waste before implementing predictive models.

A key aspect of the lecture focused on the analysis of time series components—trends, seasonality, and variability. He noted that linear regressions are unsuitable for such forecasts, as data behavior patterns tend to be more complex. Additionally, he clarified that predictive models have inherent limitations, with reliable estimates typically extending only up to 10% of the analyzed period, minimizing the risk of inaccurate extrapolations. He concluded by emphasizing that a structured and adaptable approach, combined with technology, enhances both forecast reliability and the efficiency of logistical and operational management.

The Allure of the Future: How AI Marketing Pressures Stakeholders to Bet on Uncertainty

Professor Walter Junior from UNIFESP examined the interplay between innovation, technology, and market trends, addressing the challenge of consolidating new technologies in a fast-moving, short-term-focused world. He argued that many technological trends, such as the metaverse, often prove to be fleeting, and while innovation is essential, it requires time to mature. Companies that fail to differentiate between disruptive and incremental technologies risk investing in fads with no lasting impact. He also pointed out how pressure for immediate results can hinder the responsible adoption of new solutions, ultimately affecting business competitiveness and sustainability.

Another crucial aspect of the lecture was the need for professionals capable of critically evaluating emerging technologies, distinguishing between genuine advancements and marketing hype. Walter noted that industry giants like Microsoft and IBM adopt distinct approaches to AI, while many startups exaggerate their capabilities to attract investment. He warned that without a discerning eye on technological maturity, organizations risk falling into traps and wasting resources. His final message was clear: navigating the rapidly evolving tech landscape requires strategic integration and conscious investment in innovation.

Final Panel: To What Extent Is AI a Practical Reality for Brazil’s Trade and Logistics Industry?

In the closing panel, Daniel Belisário, Commercial Director at JBS Terminals, highlighted the rapid pace of technological innovation and implementation in the port sector. Following ANTAQ’s approval, JBS took over a terminal that had been inactive for two years, overcoming challenges such as limited port capacity. In a record timeframe, the terminal was fully customs-approved within just 100 days—a process that typically takes six to nine months. The operational system was implemented in three months, half the usual time, and soon after, the facility began receiving major shipping lines, including MSC and Maersk. Within just four months of operation, the terminal handled 30,000 containers, with projections to reach 200,000 by year’s end.

Looking ahead, JBS Terminals is investing in AI-driven solutions to enhance port operations. Technologies such as Expert Deck optimize container placement to expedite retrieval, while Prime Road improves truck routing within the terminal. Additionally, the integration of OCR cameras and APIs linking customer systems enables real-time cargo tracking, boosting operational efficiency and logistics planning. The company continues to prioritize digitalization and innovation to transform the port experience.

Marja Wechenfelder from Lojas Renner emphasized the role of AI in scenario analysis and strategic decision-making, particularly in uncertain environments. She pointed out that while AI relies on data for learning, it can be highly effective in simulating economic and operational scenarios. By interacting with tools such as ChatGPT, she demonstrated how businesses can test hypotheses, identify risks, and develop strategies without depending exclusively on traditional statistical models. According to Marja, AI does not need to predict the future with absolute certainty but can serve as a valuable tool in assessing potential outcomes and their impacts on the logistics and port sectors.

She also stressed the importance of resilience and adaptability, arguing that companies must integrate technology with long-term strategic thinking. Citing practical examples, she illustrated how predictive analytics and API-driven automation can enhance processes and reduce uncertainties, leading to more efficient management. Her central argument was that AI should be seen as a tool that amplifies human decision-making capabilities, creating competitive advantages and improving predictability in an increasingly dynamic world.

To close the event, Érika Marques from FTrade outlined the company’s advancements in logistics, particularly in perishable cargo transportation. She detailed how AI and technology are revolutionizing the supply chain, from automated fruit harvesting to optimized transportation and storage. Using practical examples, she demonstrated how smart sensors, data analytics, and automation help reduce waste, improve product quality, and enhance industry sustainability. AI enables precise control over temperature and humidity, ensuring goods reach their destination in optimal condition while also predicting risks and accelerating strategic decision-making.

However, Érika underscored that despite technological advancements, AI cannot replace human intuition and empathy in logistics. Customer relationships, industry expertise, and the ability to interpret complex scenarios remain key differentiators for business success. She concluded that the future belongs to companies that strike the right balance between technological innovation and human experience, leveraging both to provide more efficient and strategically sound services.

Sharing is caring!