Arnau Sanz
Agentic Strategy & AI Transformation LeadKarminaAI StudioAgents · Services · Training
SUCCESS CASE · Food
Damel Group
This case explains the challenge of Damel Group, the solution Dashboard Builder and the decisions that allowed it to be applied with knowledge, human control and reviewable results.
StrategyOwn knowledgeProportional permissionsHuman supervisionMeasurement and improvement
01
An analytical system assisted by AI to connect campaigns, channels and brands with common definitions and reviewable alerts
In a large consumer group, the results can be divided among platforms, products, markets and periods. The challenge for Damel Group was to prevent each report from starting with a new compilation and the same metric from having different definitions depending on the team.
Karmina AI Studio implemented a Dashboard Builder which updated visualizations from controlled sources, checked formulas and prepared an executive reading. The AI detected anomalies and context; the analytics team validated the data and decided on any campaign changes.
Main CTA: Order your marketing analytics CTA Secondary: Discover the Dashboard Builder
02
Summary Fact Sheet
- Brand: Damel Group
- Sector: Food and Big Consumption
- Challenge: Unify data and reduce manual reporting
- Principal Agent: Dashboard Builder
- Complementary agents: Ads Monitor · Client Update
- Service: Analytics and performance Assisted by AI
- AI layer: data agents, campaign monitoring and executive synthesis
- Human role: Definitions, validation, interpretation and budget decisions
03
El challenge
A dashboard resolves nothing if two people continue to understand a metric differently.
The difficulty wasn’t just connecting data. Periods, attribution, currency, market, product, and what each indicator meant needed to be agreed. Without this dictionary, an automation could accelerate an inconsistency.
The challenge was to build confidence in the process, show provenance and clearly separate given, alert and interpretation.
04
The starting point
An inventory of sources, responsibles, frequencies and limitations was created. Each KPI had a definition, formula, unit, time window, and decision usage.
The pilot started with a limited set of campaigns and a manual reconciliation before automating updates.
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05
The Karmina AI Studio approach
The solution combined:
- Dashboard Builder to integrate and visualize.
- Ads Monitor to detect changes and anomalies.
- Client Update To prepare a summary with what has happened, what changes and what needs decision.
The agent did not convert a correlation into cause or modify budgets. He prepared checks and questions.
06
How it worked
- Extraction of authorized sources.
- Standardization according to the dictionary of metrics.
- Controls of totals, periods, signs and missing values.
- Update to dashboard.
- Detection of anomalies and proposal of the following check.
- Analytical validation and decision communication.
07
Governance and Limits
- No data without source or date appeared as confirmed.
- Discrepancies were shown; they were not resolved by intuition.
- The Ads Monitor did not change budgets or segmentation.
- Access respected brand, market and role.
- The conclusions distinguished observation, hypothesis and decision.
08
Results
The system reduced the work of collecting and formatting, and allowed to detect before changes that deserved a review. The reports began with a shared reading, not a discussion of which figure was correct.
Main results: More consistent updates, less preparation time, anomalies detected earlier and clearer in pending decisions.
YOUR START POINT
Tell us what you want to transform.
A summary of the challenge, the current process and the expected result is enough to begin to value a route of its own.
09
Related agents and services
- Dashboard Builder: Data and visualization.
- Ads Monitor: Warnings in context.
- Client Update: Summary and pending decisions.
- Analytics and performance: Human interpretation and optimization.
10
Closure and CTA
The AI can gather and check. The decision needs a business context.
The team
The team that connects strategy, implementation and monitoring
Ignasi Llorente
AI Partnerships & Business Director
Martina Díaz
AI Finance & Business Intelligence Director
Daniel Mallén
AI Operations & Workflow Lead
Eva Trigo
Generative Creative Director
Ariadna Miranda
AI Administration & Knowledge Operations Lead
Claudia Gonzalez
AI Client Success Manager
Jonan Basterra
AI Social Strategy Director
Laura Sabio
Agentic Social Media Lead
Agustina Córdoba
Content AI Specialist
Alba Gómez
Social Listening Specialist
Paola Cudeiro
AI Client Success Specialist
Roger López
AI Project & Workflow Specialist
Mar Berzal
AI Content Strategy Lead
Andrea Gallego
Community Intelligence Specialist
Candela de la Fuente
Content AI Specialist
Blanca Gómez
AI Community Operations Specialist
Cintia Armajach
Content AI SpecialistLet’s talk
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