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Why all the fuzz about Ocean Visibility?


Martin Dommerby Kristiansen

CEO, GateHouse Maritime


October 10 2021

Data drives businesses. 

Data-driven business decisions eliminate human mistakes, cut down on errors, and pave the path for more efficient, dependable, and streamlined business operations.

Data is pure, raw power.

For businesses that have anything to do with supply chains, transportation, logistics, vessel management, and shipping, Ocean Visibility is everything.

While we talk about ocean visibility, transparency is the first step to actions and even automation. Ocean visibility not only helps with smarter decision-making but also prevents losses, and to manage uncertainties that come with the business. You’d only have to look at the chaos, thanks to the recently struck Ever Given ship at Suez Canal. Or the sudden rise of container costs along with disrupted supply chains due to the pandemic.

Here’s some food for thought:
What would you do if you had 273 Billion Data points to draw decisions from? 

Digital supply chains are evolving rapidly calling for transparency, automation, and actionability. For that reason alone, ocean visibility is a paramount need businesses involved with shipping and logistics just can’t ignore.

Ocean Visibility (Data) is Power 

Traditionally, data about shipping logistics, containers, vessels and everything else depended on data manually collected, compiled, and sorted for use: Incredibly time-consuming, laborious, and a huge waste of resources.

Thanks to data, Ocean Visibility now spreads across logistics management and helps improving operational efficiency of maritime operations.

Here’s are a few examples of why there’s all the buzz about ocean visibility:

Container tracking: Pinpoint Assets & Manage Better

Tracking containers, out in the expanse of the ocean, is no easy task. You need the right tools, accurate data, and a seamless connection with your internal systems to pull it off.

Using container tracking solutions, you get tracking data available directly and tap into real time status on containers. With container tracking, you get data on container events (is the container loaded, did it make the transhipment, has it been discharged at the port of final destination etc) and current vessel locations.

It helps increase transparency and enables a more proactive approach.

Which vessels are coming to a port and when will they arrive?

The days of guessing it, winging it, or anything that resembles “extempore” isn’t a sustainable strategy. Predicting movement of vessels across the ocean routes is critical for supply chains, shipping companies, vessel management vendors, fleet operators, and ports in general.

Instead of playing the guessing game, it’s smarter to use the power of data and machine learning to accurately predict the arrival of ships at ports.

For instance using the Destination Predictor, you could automatically identify and track relevant vessels with a high probability of arriving, which by using traditional methods was like searching for a needle in a haystack.

Analytics based on Maritime data

Consider this: With all the historical and real-time data available it creates a whole ocean of ocean analytics. You can access data such as anchorage time, time spent in terminals or ports, demurrage insights, port congestion, carrier performance, and more.

Now imagine what you could use all that data for?

Apart from better overall data availability and quality, you can also better manage cargo logistics, remove bottlenecks, improve your operational efficiency, and streamline your workflows.

More importantly, with all the insights available you can give better service to your customers like you never thought you could. 

All thanks to technology, data, machine learning, and the power of ocean visibility — right at your fingertips. 

Why all the fuzz about Ocean Visibility?

Martin Dommerby Kristiansen

CEO, GateHouse Maritime


October 10 2021



Ocean Visibility