Jimmy Joy’s Journey to Fospha – “It’s a no brainer”
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Jimmy Joy are leaders in the meal replacement space, having disrupted the European market in 2014 with nutritionally complete, hassle-free meal alternatives. With their business experiencing rapid international growth, Jimmy Joy began to realise the importance of accurate, effective attribution – a journey that eventually led them to Fospha. Their journey to master marketing attribution began with the need to consolidate their data. Handling multiple business managers and platforms created a tangled web of data that was challenging to decipher – they sought a one-stop solution as a trustworthy guide for marketing performance.
The Data Chaos: Time to Clean Up
Their journey to master marketing attribution began with the need to consolidate their data. Handling multiple business managers and platforms created a tangled web of data that was challenging to decipher – they sought a one-stop solution as a trustworthy guide for marketing performance.
Cheap Isn’t Always Cheerful
Jimmy Joy started out with one of Fospha’s competitors, which was attractive due to lower pricing. However, the problems with this solution became clear as they understood the platform relied on a Last Click model of attribution.
Reddit & TikTok were incredibly undervalued by the platform, meaning Jimmy Joy still received little visibility over the true impact of investment in these channels. With the brand spending 20-25% of total spend in Reddit and looking to scale the channel further, having a blind spot over a quarter of marketing spend was far from ideal.
Understanding the Upper Funnel Impact
The problem became more pronounced when trying to understand the impact of their upper funnel efforts. “We have a relatively long conversion funnel” – Nino, Jimmy Joy’s Head of Growth tells us – “people don’t convert right away. And in this competitor’s platform, where the reliance is still heavily on click data, performance for upper funnel looks quite poor”. We know this is misleading. Last Click holds minimal value as an attribution method for brands seeking the truth of how impactful their higher funnel efforts are. The method has no way of accounting for impressions, naturally swaying its attribution heavily towards Conversion activity.
Why Fospha Was the Game Changer
Ultimately, “the click-only data was just not going to cut it”. Jimmy Joy therefore turned to Fospha. Fospha’s Ensemble models accounting for clicks and impressions across the entire funnel revealed that Jimmy Joy’s impressions-led channels (like Reddit & TikTok) and higher funnel activity was indeed effective. “I think probably the most important reason we prefer Fospha – a longer more sophisticated funnel with multiple touchpoints.” Nino cites the ability to view overall performance and drill into specific markets or stores, provided by Fospha, as a key benefit.
Why Attribution Matters
Ultimately, Jimmy Joy recognizes that the reliability of the attribution method, and the data itself, is the most important part of the platform. Their advice to brands in a similar position? “If you’re spending through multiple channels, it’s a no-brainer that you need an attribution provider to model this for you and tie it all together.”
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