Skip to content
English
Contact us
  • There are no suggestions because the search field is empty.

Who is Fospha?

Stage: Fospha Fundamentals

Target: All internal new joiners, prospects

Reading time: ~25 minutes

Purpose: Deep understanding of Fospha's value proposition, differentiators, competitive positioning, and key use cases.

Module Outcomes

  • Understand the problems we solve and why it is urgent to solve them now
  • Confidently explain Fospha's key value proposition
  • Understand Fospha's key differentiators and use cases
  • Understand how we are complementary and competitive against existing measurement approaches

Topic 1 — The Measurement Challenges Brands Face Today

1. Impression Blindness — Traditional measurement tracks clicks not impressions. Last-click can undervalue channels like Meta and TikTok by up to 92%.

2. Marketplace Attribution Gap — Campaigns drive Amazon and TikTok Shop sales without proper credit. ~42% of Amazon sales are influenced by non-Amazon ads.

3. Delayed Strategic Insights — Most strategic tools deliver insights monthly or quarterly. Brands leveraging daily insights achieve an average 43% lift in ROAS.

Why This Matters Now

  • Automation (PMAX, Advantage+) limits control to creative and measurement
  • Amazon = 37.6% of US ecommerce — not measuring cross-platform influence is a gap
  • 64% of brands still run MMM quarterly or annually
  • 79% of CMOs face increased pressure to prove marketing ROI

Topic 2 — What Fospha Does Differently

The most actionable, always-on full-funnel MMM in the market. Built for teams to grow sales on their site, Amazon and beyond. Proven to deliver incremental impact.

  • Always-on — Daily insights, not quarterly
  • Built for teams — Powers decisions at every level, from CMO to channel manager
  • Proven impact — Average 43% uplift in ROAS via Smartly integration

Topic 3 — Key Differentiators

  1. Full-funnel measurement of every impression, view, and click down to the ad level
  2. The only unified view across Amazon, TikTok Shop, and .com
  3. Daily actionable science-led outputs, proven incremental impact

Topic 4 — How Teams Use Fospha Day to Day

1. Full Funnel, Granular MMM (Core) — Holistic, daily, ad-level measurement. Brands working with Fospha are 30% more efficient than the market.

2. Unified Measurement of DTC & Marketplaces (Halo) — All digital sales in one place — DTC, Amazon & TikTok Shop.

3. Incremental Forecasting for Growth (Beam) — AI-led scenario planning and forecasting powered by Bayesian modelling.

4. AI-Powered Insights (Spark) — Instant ROAS explanations, actionable recommendations, accessible to every stakeholder.

Topic 5 — Our Place in the Measurement Stack

vs MTA — MTA struggles with privacy, blind to impressions. Fospha captures full-funnel impact.

vs Incrementality Testing — Strong on causality but high cost, slow pace. Fospha provides reliable daily insights.

vs Traditional MMM — Quarterly reports too slow, lacks granularity. Fospha delivers MMM value updated every 24 hours.

Alongside other tools: Fospha + Triple Whale, Fospha + Northbeam, Fospha + Measured — the "suite of truth" approach.

Key Takeaways

  • Fospha addresses: Impression Blindness, Marketplace Attribution Gap, Delayed Strategic Insights
  • Three key differentiators: full-funnel ad-level measurement, unified cross-platform view, daily actionable outputs
  • Many customers use Fospha alongside other tools