Micah and Dana, thanks for walking us through where measurement stands today. Last-touch on Adobe Analytics, solid incrementality testing on direct mail, and a lot of good work happening in paid media, email, and stores that never quite gets told as one story.
This page pulls together what we heard, where Fospha fits your setup, and what a follow-up call with your paid media team could look like.
Three things worth taking from this
- 1You're running last-touch through Adobe Analytics while paid media, email and SMS, direct mail, and store sales all get measured separately. "If sales are down, but all the data silos right now are saying everything is up, it's creating an environment where how do we have the confidence in knowing where we should invest." That's the exact gap a daily, full-funnel model is built to close.
- 2CTV is already working for you, but last-touch measurement can't prove it, which is why the case to scale it further hasn't been easy to make.
- 3With 66 stores carrying close to half of revenue, a model that only measures web orders is telling half the story, and the other half is where your CEO and CFO want the confidence.
One model for every channel
Today, measurement at Duluth lives in pieces: last-touch on the web, a separate view for email and SMS, direct mail run and tested on its own, and paid media reporting that doesn't talk to any of it. Fospha's daily MMM sits on top of Adobe Analytics and pulls all of it into a single, always-on view.
- Runs on top of the Adobe Analytics data you already have, so there's nothing to rip out or re-implement
- Connects Meta, CTV, and Google spend to blended revenue, not just whichever channel got the last click
- Folds direct mail and email results into the same model instead of leaving them as separate reports
- Answers the question you raised directly: is a sales dip about media, promotion, or something else entirely
The PDF above walks through how daily MMM and ad-level measurement sit on top of Adobe Analytics without replacing it, worth a look before the next call with your media team.
A story your CFO can defend
Micah put it plainly: the goal is giving your CEO and CFO the confidence to back incremental investment. Right now that confidence is hard to build because every team is reading from a different report.
- Every number in Fospha traces back to a transparent, explainable model, not a black box your team has to defend on faith
- Built to answer the exact question your CEO and CFO ask: if we give you another dollar, where does it go
- Faster budget decisions, since the model updates daily instead of waiting on a quarterly or annual re-cut
- Gives your team an independent, always-on view to check recommendations from your media agency against
66 stores, one blended view
You mentioned it yourselves: business is close to a 50-50 split between web and your 66 brick-and-mortar stores, and direct mail is a known blind spot. A model built only for web orders misses too much of the picture.
- Blended revenue measurement connects digital spend to total sales, not just last-touch web orders
- Direct mail incrementality folds into the same model instead of living in a report your team runs alone
- Built for the seasonal cadence you described: steady through the year, then a hard ramp into Black Friday and the holidays
- No more guessing whether a slow week is media, promotion, or the store network, the model shows which one moved
The guide above covers how top retailers plan spend around this exact seasonal ramp, useful ahead of your BFCM planning.
The model, explained simply
Fospha runs a daily marketing mix model on top of the data you already have in Adobe Analytics, so Meta, CTV, Google, email, and direct mail all get measured the same way, on the same schedule. Quarterly models are accurate the day they're built and out of date a week later. Daily means you see a problem, or an opportunity, while there's still time to act on it.
Scope, speed, or science
Most measurement tools force a tradeoff. Last-touch through Adobe Analytics gives you speed, but it credits the click, not the campaign. Incrementality testing, which your team already runs well on direct mail, proves lift for a specific channel in a specific window. Quarterly or agency MMM gives strategic scope but can't drive a weekly budget call. Fospha is built to stop making that tradeoff.
| Tool | Good for | Not built for |
|---|---|---|
| Last-touch e.g. Adobe Analytics |
Fast, familiar web reporting your team already trusts | Crediting upper-funnel spend, offline sales, or cross-channel budget decisions |
| Incrementality e.g. your direct mail tests |
Proving true lift for a specific channel or campaign | Always-on decisions, since tests go stale fast and can't run every day |
| Quarterly / agency MMM | Long-term strategic planning, offline and online mix | Weekly budget decisions, too slow and too coarse for day-to-day |
| Fospha | Daily MMM plus ad-level granularity plus blended online and store measurement | Replacing your CRM, creative testing tools, or your direct mail incrementality tests |
You're already fast with last-touch. What it can't do is credit CTV, Meta, or your stores for the demand they create. That's the gap a daily MMM is built to close.
Brands solving the same problem
River Island was judging YouTube on in-platform numbers and geo-tests and couldn't build the case to treat it as an always-on channel. Fospha's full-funnel measurement showed the channel driving far more revenue than reported, and the team scaled spend into peak season with confidence.
Abyat is a mostly in-store retailer where paid media was judged on last-click alone, making upper-funnel spend hard to defend during steep budget cuts. Fospha's daily model gave leadership a transparent, explainable view they could actually trust.
Next steps
- Micah loops in the paid media director to schedule a joint follow-up call.
- Will and Nick send over resources on MMM and incrementality this week.
- Next call: full platform demo covering daily MMM, incrementality, and attribution build-out.
Platform walkthrough
Full walkthrough of the platform, reporting views, and daily workflow.
Watch videos →