New York, October 9, 2026 / PRNewswire / -- Fospha indicates that the measurement system "used by this corporate team every day" has been re-launched as an interconnected, complete system. The company unveiled this complete product suite at the exclusive rooftop event Fospha & Friends held on the second evening of New York's Advertising Week.

According to Fospha, most corporate brands conduct attribution analysis in one tool, implement MMM (marketing mix models) in another tool, and perform incremental testing in a third tool. Each tool addresses different questions, and the data results often do not align with one another. As a result, teams spend more time cross-referencing these results than they do reallocating their budgets.

Fospha indicates that the company will integrate MMA, MMM, incremental testing, and AI drivers into a calibrated system, rather than simply assembling them into a collection of tools. The brand can obtain the correct figures for each decision: using daily data reports to operate the business, monthly tests to verify the business, quarterly modeling for planning, and covering both online and offline channels.

According to Fospha, incremental improvements should not be merely the result of a single test, but rather should become part of the daily actions and outcomes of the measurement system. In the Fospha system, tests can now be used to calibrate predictions, which in turn can drive the budget planner, while automated functions allow for adjustments to budgets across channels during the deployment process. The company stated that the AI suite of Fospha – consisting of Analysis, Actions, and Agents – will be fully available this quarter, transforming the information captured by the system into actionable decisions and results.

"In the AI era, new ways of reaching and converting customers emerge every week, and measurement has become the biggest issue in the marketing field," said Sam Carter, CEO of Fospha. "There are too many tools offering too many answers. Now we have a system that allows us to see the big picture, so brands can sell anywhere and take immediate action the moment an opportunity arises."

Fospha indicates that this release coincides with the commencement of trading in the fourth quarter. Deloitte expects that holiday retail sales in the United States could reach up to $1.71 trillion, and the peak sales period is precisely when the cost of measuring gaps is at its highest. The company states that when marketing and finance teams plan using the same set of figures, brands can reallocate expenditures to channels that generate additional revenue during the campaign.

Fospha indicates that Fospha & Friends are activities through which the company expresses its gratitude to customers and partners who have helped shape its products, bringing together brand owners, agencies, and platform providers in one event.

About Fospha

Fospha indicates that the system is a measurement tool used daily by corporate teams. Leading brands such as Dyson, Huel, and Callaway Golf utilize Fospha to monitor the performance of their marketing efforts across various channels and sales destinations, and to adjust their budgets before opportunities fade away. The company claims that with an optimization scale of over $40 billion in marketing expenditures and more than 11 years of expertise in corporate retail, Fospha integrates MMM, attribution, incremental analysis, forecasting, and brand impact measurement into a cohesive system.

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