Book a Demo

Book A Demo


Uncovering the true impact of TV on sales – Likely Loans case study


  • 1

    Understand the impact of TV on overall sales and on other channels in their marketing mix

  • 2

    Understand which TV programs generate the most sales

  • 3

    Boost engagement by identifying the optimal time and day to run TV campaigns


Understanding Channel Performance

  • Fospha Marketing collected 2 years worth of historical data (traffic data, sales data and TV data) and ingested the data into their Marketing Mix Model

  • Our Marketing Mix Model unveiled the underlying interactions between TV and other marketing channels and identified cross-channel budget optimizations.

  • Our data science model checked minute by minute when the TV ads were broadcasted and examined the impact they had on website conversions.

  • A Bayesian Network analysis helped confirm the channel interactions revealed in the model and revealed the typical paths to conversion


Fospha found that

  • TV is an important sales generator and is increasing traffic on multiple online channels.

  • Some TV programs are contributing to more sales than others - Fospha recommended to run campaigns on specific high performing programs, identified a program with growth potential and recommended the team adopt a test and learn approach

  • There is an indirect dependency of comparison websites on TV spend, which means that increasing TV spend will increase traffic on comparison websites

  • Fospha Marketing identified opportunities worth up to

    81% increase in sales


Client Testimonial

Investing spend into TV was daunting for us because we could not clearly visualise the impact it had on our sales and digital channels. We are really impressed with the valuable insights Fospha’s Marketing Mix Model uncovered. We now understand how TV is performing and know how to optimize our campaigns to generate the higher engagement and get the most out of our spend. We look forward to working with the Fospha team and exploring what more MMM has to offer.

Claire Smith, Head of Acquisition


Other success stories

Leading UK Rcom Brand

Joining the dots: Fospha drives 54% revenue growth in 6 months

Using Fospha to optimize top of funnel marketing, a leading UK eCommerce brand grew new customer revenue by 54% in 6 months without any increase to CAC

Read more → MTA
DTC Brand

Unlocking growth by tackling saturation in Facebook

Fospha helped a Facebook-first Direct-to-Consumer brand bring down the cost of acquiring their customers by 12% while growing revenue.

Read more → MTA
Luxury Direct To Consumer Brand

$2m saved when Fospha uncovered ad fraud

Fospha's data gave a Direct-to-Consumer brand transparency on what was truly working in their marketing mix - and uncovered fraudulent activity from one of their biggest providers.

Read more → MTA
Spoke Logo White

From onboarding to business-critical decisions in less than 30 days

With time to value essential, Fospha onboarded SPOKE's online and offline channels in less than a month to deliver data-driven marketing insights.

Read more → MTA
Roman Originals

25% of affiliate spend saved in Retail, no loss of revenue

Fospha data gave Roman Originals the data they needed to save 25% of their affiliate marketing spend with no impact on revenue.

Read more → MTA

Optimising PPC to drive good customer behaviour

Mandarin Oriental used Multi-Touch Attribution to uncover valuable insights on which channels are the most likely to convert profitable customers.

Read more → MTA

500 days of analyst time saved per year

Fospha built a customer data platform for Direct Line Group, unlocking insights and allowing them easy access their data saving them time and money.

Read more → CDP

AVADO consolidated their data and increased ROI by 30%

AVADO were able to save £200,000 in AdWord spend implementing a data-driven Multi-Touch Attribution model.

Read more → MTA