Fospha Launches Unified Measurement System Combining MMA, MMM, and AI Automation
Fospha has launched its fully integrated measurement system at Advertising Week New York. The platform unifies multi-touch attribution (MMA), marketing mix modeling (MMM), incrementality testing, and AI-powered automation into a single solution for enterprise brands. Traditionally, these functions operate in siloed tools with inconsistent results; Fospha aims to streamline decision-making by aligning daily reporting, monthly validation tests, and quarterly planning across online and offline channels. The system enables real-time budget adjustments based on incrementality insights rather than just test outputs. With AI-driven analysis now available at general release, the platform automates decisions that drive outcomes for brands like Dyson, Huel, and Callaway Golf. The launch coincides with Q4 retail planning as Deloitte forecasts U.S. holiday sales up to $1.71 trillion.
Topics: AI marketing technology