MEASUREMENT 101

Measurement built for
‍modern marketing

Your go-to hub to master the fundamentals of modern marketing measurement: from MMM to incrementality, and everything in between.

Introducing
Measurement 101

We created Measurement 101 with the aim of bringing together the fundamentals of marketing measurement. It’s built from real experience working with hundreds of brands, tackling these challenges every day.

Our goal is simple: to cut through the jargon, share what really matters, and help marketers build the right foundation for measurement - no matter where they are in their journey.

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Explore the lessons

Learn how today’s top brands measure smarter. Explore our articles on Media Mix Models (MMM), incrementality, operationalizing MMMs, model validation, vendor selection, and more.
Glossary: Key Terms to Know
November 7, 2025

Glossary: Key Terms to Know

Welcome to Measurement 101! Here is a short guide to all the key terms to familiarize yourself with as you work your way through all the content.

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What is Media Mix Modeling (MMM) and why do we take a “Bayesian” approach at Fospha?
November 7, 2025

What is Media Mix Modeling (MMM) and why do we take a “Bayesian” approach at Fospha?

Let's unpack everything you need to know about Media Mix Models (MMMs), discuss the limitations of traditional MMMs, and dive into the basics behind Bayesian modeling before understanding why Fospha adopts this approach to modeling.

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Daily MMM: The New Standard for Marketing Measurement
November 7, 2025

Daily MMM: The New Standard for Marketing Measurement

In this lesson, we'll move past theory to explore the practical implications for teams who adopt Bayesian MMMs, and the important industry shift they're driving: the transition to daily MMMs that go beyond correlation.

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MMM, MTA & Incrementality: Building a Suite of Truth 
November 7, 2025

MMM, MTA & Incrementality: Building a Suite of Truth 

This lesson will unpack the overall measurement landscape: the foundational approaches to marketing performance measurement, effective triangulation between systems, and how to choose a stack that works for your specific business.

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Stay ahead with the inside scoop from Fospha.

For over 10 years, we've been leading the change in marketing measurement.

The State of Beauty
INDUSTRY RESEARCH REPORTS

The State of Beauty

Across DTC, Amazon and TikTok Shop
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The 2026 TikTok Playbook
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The 2026 TikTok Playbook

Full-funnel insights and best practices for TikTok with Smart+, GMV Max, Symphony & more
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Peak Playbook 2025
BFCM REPORTS

Peak Playbook 2025

Your guide to spend smarter, acquire more new customers, and maximize sales during peak periods
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Halo: Measure and Grow Beyond .com
INDUSTRY RESEARCH REPORTS

Halo: Measure and Grow Beyond .com

New evidence revealing the hidden impact of your marketing - across Amazon, TikTok Shop, and beyond.
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Prime Day 2025 Playbook
INDUSTRY RESEARCH REPORTS

Prime Day 2025 Playbook

A Unified Measurement Playbook for Retail Marketers
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Uncovering Meta’s Full Advertising Impact
INDUSTRY RESEARCH REPORTS

Uncovering Meta’s Full Advertising Impact

A study of 6 brands who graduated from Last Click to Fospha’s incremental full-funnel measurement
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The Fabric of Growth
INDUSTRY RESEARCH REPORTS

The Fabric of Growth

A practical guide to full-funnel marketing for retail fashion brands
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Demand Gen and YouTube Playbook
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Demand Gen and YouTube Playbook

Spark demand, fuel discovery, and amplify downstream performance through full-funnel investment
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Glow: Proving the Business Impact of Brand
INDUSTRY RESEARCH REPORTS

Glow: Proving the Business Impact of Brand

New research reveals the connection between brand investment & business outcomes
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Performance Max and Google Search Playbook
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Performance Max and Google Search Playbook

Cultivate cross-channel synergies, reduce wasted ad spend and maximize blended performance
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Halo: Measuring the Impact of DTC Ads on Amazon
INDUSTRY RESEARCH REPORTS

Halo: Measuring the Impact of DTC Ads on Amazon

New research reveals the halo effect of DTC ads on Amazon sales
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Fospha's Growth Accelerator Guide
INDUSTRY RESEARCH REPORTS

Fospha's Growth Accelerator Guide

Full-Funnel Strategies, Frameworks, and Benchmarks for Sustainable Growth in 2025
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Black Friday Cyber Monday Report 2024
BFCM REPORTS

Black Friday Cyber Monday Report 2024

Step behind the curtain of BFCM 2024 to discover how the best brands broke records.
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Ultimate Snapchat Playbook
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Ultimate Snapchat Playbook

The latest insights from Fospha, New Engen, and Snapchat themselves on how to craft a winning Snapchat strategy.
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State of eCommerce Report H2 2024
INDUSTRY RESEARCH REPORTS

State of eCommerce Report H2 2024

Expanding Growth Potential in TikTok, Snap, Meta & Google
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Ultimate TikTok Playbook
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Ultimate TikTok Playbook

How to outpace competition with a bulletproof TikTok strategy
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Elevating eCommerce: Secrets of Scaling Brands
INDUSTRY RESEARCH REPORTS

Elevating eCommerce: Secrets of Scaling Brands

Unlock proven strategies and insights to drive sustainable growth for your eCommerce brand
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State of eCommerce Report Q1 2024
INDUSTRY RESEARCH REPORTS

State of eCommerce Report Q1 2024

Your essential guide to the latest trends and strategies in eCommerce the digital marketplace
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Elevating eCommerce: How Does Your eCom Platform Impact Customer Acquisition?
INDUSTRY RESEARCH REPORTS

Elevating eCommerce: How Does Your eCom Platform Impact Customer Acquisition?

Discover how different platforms shape your business success
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Black Friday Cyber Monday Report 2023
BFCM REPORTS

Black Friday Cyber Monday Report 2023

Discover the winning strategies and insights from the most important annual event for eCommerce brands.
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Elevating eCommerce: The Unseen Power of Upper Funnel Spending
INDUSTRY RESEARCH REPORTS

Elevating eCommerce: The Unseen Power of Upper Funnel Spending

Download Fospha's deep dive into the impact of spending in upper funnel (Brand Awareness) on brands' key performance indicators
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Full-funnel performance: Digital advertising in the privacy paradigm
INDUSTRY RESEARCH REPORTS

Full-funnel performance: Digital advertising in the privacy paradigm

Co-written report by Fospha and Pinterest, diving into evolving digital challenges brands are facing.
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Black Friday Cyber Monday Report 2022
BFCM REPORTS

Black Friday Cyber Monday Report 2022

Understand which channels, platforms and strategies can be used to stand out and win across the BFCM weekend
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State of eCommerce Advertising Report Q1 2022
INDUSTRY RESEARCH REPORTS

State of eCommerce Advertising Report Q1 2022

Download Fospha's market summary showing channel and ad platform performance across eCommerce brands.
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Snapchat Peak Playbook 2025

Snapchat Peak Playbook 2025

Optimize Snapchat to drive demand and maximize sales across all marketplaces this peak period
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Google Peak Playbook 2025

Google Peak Playbook 2025

Optimize Performance Max, Paid Search, Demand Gen and YouTube to maximize sales this peak period
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TikTok Peak Playbook 2025

TikTok Peak Playbook 2025

Optimize TikTok to drive demand and maximize sales across all marketplaces this peak period
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