Quantify the business impact of brand investment
Glow is Fospha's brand measurement layer — glass-box causal modelling that connects brand spend to revenue outcomes.
Brand investment drives future growth, but proving its impact on business outcomes has always been a challenge.
By providing a data-driven framework to measure and demonstrate the impact of brand spend, Glow empowers marketing teams to make more informed decisions and better communicate value to key stakeholders.
See where brand investment is growing your business next
+40%
YoY Revenue Growth in January following the successful BFCM diversification.
+40%
YoY Revenue Growth in January following the successful BFCM diversification.
+40%
YoY Revenue Growth in January following the successful BFCM diversification.
A Roadmap Built for Incremental Impact
Where scientific precision meets strategic execution.
The Challenge with Measuring Brand
Brand marketing is set up to fail when it is measured through the same lens as performance marketing as brand campaigns target future buyers so the payoff is not immediate.
Conversion rates are lower in the short term, and the impact on metrics like ROAS is less visible. For data-driven brands, this naturally skews budgets toward conversion campaigns that show faster, more measurable returns.
Yet over time, the pattern is clear. After several months, brands that invest consistently in awareness see measurable lifts in baseline sales, organic traffic and revenue growth.
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The Solution
We've built Glow to solve these challenges.
Glow applies Bayesian network modeling to uncover true cause and effect between brand spend, signals and outcomes, giving marketers a level of precision that moves beyond correlation.
Starting with spend and impressions, Glow identifies leading indicators, such as engaged visits and branded search, react quickly to brand investment. These early signals are proven predictive indicators of downstream outcomes like conversions and average order value.
What This Means for Brands
Glow provides marketers with early, actionable proof that brand investment is working, and how it drives long-term business impact.
This offers marketers the data they need to justify and protect brand budgets, provides a shared language with finance, and empowers a long-term perspective.
Sweaty Betty's Glow Journey
Sweaty Betty knew their brand campaigns drove long-term growth, but without clear causal evidence, it remained difficult to defend brand budgets internally.
Fospha applied Bayesian network modeling to Sweaty Betty’s data and found that engaged visits and branded search impressions were sensitive and predictive signals linked to awareness activity.
This gave Sweaty Betty a measurable, short-term proof of brand impact, which were adopted as core KPIs across the business. Finally, the marketing team had confidence to defend and scale brand investment and finance were aligned on the causal link between brand spend and commercial outcomes.
