Alejandro Campos Lamas
Twelve years asking why people buy what they buy, first in advertising and then running a consumer goods brand. Here I write from the process: insight, brand, data and applied AI.
Selected work
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From 9,300 SAP materials to one product page
At Imprex, which products appeared in each catalogue was down to whoever did it. I wrote those rules down, turned them into a process that runs by itself every night from SAP to the PIM, and set out who decides what.
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A RAG that can say "I don't know"
I built an AI assistant over Vertienza's internal documents, and a twelve-question test bank that checks it after every change. Two of those questions have no answer, and the only correct reply is "I don't know".
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The segment that buys the most can afford the smallest discount
A distributor gave every B2B customer the same promotion without knowing how much margin each one cost. I segmented the customer base, worked out a discount ceiling for each segment, and the one with the most volume could afford the least.
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Where the margin goes when sales grow
A year-end report for a leadership team that answers one question: are we growing healthily? And if not, is the margin leaking through price, customers or channel? Rebuilt on synthetic data, with the code.
Writing
The blog is in Spanish: all posts.