The quest for a healthy diet is one of the most important trends in the consumer sector today. Ecologically friendly diets, consideration for various food allergies, and organic food are experiencing a boom in the market. But not every market segment is profitable. Not every provider is successful. A leading company in the industry, a manufacturer with online direct sales and a strong focus on social selling, is experiencing difficulties after a period of dynamic growth. Sales are collapsing and marketing costs are rising. Is the company not being managed well? Has its business model run its course? The company’s bank is demanding a proper forecast and is working with a leading restructuring consultancy. The consultancy has identified opportunities to increase sales. But the crucial question remains: Will the market continue to grow, and are the sales targets realistic?
By analyzing data collected from advertising systems, web shops, and CRM, AI-based analysis is now used to identify leading indicators that show what customers are willing to pay. Neutrum AI Targeter is used to determine which behavioral characteristics—e.g., Google searches, visits to specific websites and content—can be used to predict user numbers, follower activation of cohorts in the industry–the ones with a similar online and social media mix. A forecasting model is then developed based solely on online behavioral data. Neutrum Market Check then collects the data (looking at the history over several years) and carries out trend analyses. This shows how demand trends have developed for various products and use cases, and what forecasts can be made for the following 18 months.
It is clear that the company’s product development and marketing have lost touch with key trends: In its core business, sales development is within the benchmark – but this business has already passed its peak. In contrast, adjacent business areas that are well-served have not been developed in time to profit from the boom that has begun in some areas and is expected in others shortly. Based on all this, certain operations will need to be discontinued. Further over-indebtedness will then be avoided.
German 
