Fospha, the measurement system enterprise teams run on every day, has relaunched as one connected system. The company unveiled the full suite at Fospha & Friends, an exclusive rooftop evening on the second night of Advertising Week New York, bringing together MMA, MMM, incrementality testing and AI-powered automation.
Most enterprise brands run attribution in one tool, MMM in another and incrementality tests in a third. Each answers a different question, the numbers rarely reconcile, and teams spend more time triangulating results than reallocating budget.
Fospha brings MMA, MMM, incrementality testing and AI-powered automation together as one calibrated system, not as stitched-together tools. Brands get the right number for every decision: daily reporting to run the business, monthly testing to validate it and quarterly modeling to plan, across online and offline.
Incrementality isn't the output of a test. It should be the actions and outcomes your measurement delivers every day. In Fospha, tests now calibrate forecasts, forecasts power the budget planner, and automation shifts budgets in-flight across channels.
Fospha's AI suite of Analysis, Actions and Agents reaches general availability this quarter, turning what the system sees into decisions and outcomes. With marketing and finance planning from the same numbers, brands can reallocate spend in-flight to the channels driving incremental revenue and move the moment an opportunity appears.
The launch lands as Q4 trading opens. Deloitte forecasts U.S. holiday retail sales of up to $1.71 trillion, and peak is when measurement gaps cost the most. Fospha & Friends, the company's thank-you to the customers and partners who shape its product, brought brands, agencies and platforms together in one room to showcase the connected system.
About Fospha
Fospha is the measurement system enterprise teams run on every day. Leading brands including Dyson, Huel and Callaway Golf use Fospha to see full-funnel performance across every channel and sales destination, and to move budget before opportunities fade. With more than $40 billion in marketing spend optimized and over 11 years of enterprise retail expertise, Fospha combines MMM, attribution, incrementality, forecasting and brand impact measurement in one connected system.
