Meta’s open-source MMM pioneer will help accelerate Fospha’s marketing mix modelling programme across its client base.
NEW YORK, Oct. 7, 2026 /PRNewswire/ — Fospha, the daily source of truth that enterprise teams run on daily, today announced during Adweek that Gufeng Zhou, creator of Meta’s open-source marketing mix modelling (MMM) framework Robyn, has been appointed strategic advisor. Effective October 7th, he will advise on Fospha’s MMM programme and on product innovation in always-on and calibrated measurement.
At Fospha, Gufeng will accelerate the company’s MMM programme across its client base. Fospha’s always-on system measures the full funnel across every channel and everywhere a brand sells, refreshed daily down to the individual ad and creative. As AI shopping agents make the customer journey harder to follow, measurement that does not depend on the click, and that proves the value of brand building and demand generation, matters even more.
“This is the most exciting moment for MMM in a generation,” said Sam Carter, CEO of Fospha. “Marketing teams have never had more measurement, yet Monday’s budget calls are still made on last click, because that is the number that refreshes every day. The demand we’re seeing from clients for MMM alongside our incrementality testing and Media Mix Attribution solution has been extraordinary, with client demand for MMM alone up 20x year on year. Gufeng has done more than anyone to put MMM in marketers’ hands. His decision to join forces with Fospha says a great deal about where this category is heading.”
“Robyn showed that MMM could run at speed and scale. The next step is pushing the modelling capacity further towards actionability at the granularity marketers can use every day, week, month and quarter. Fospha’s always-on infrastructure is the best place I know to start with.” said Gufeng.
Robyn began as a hackathon project inside Meta, was released as open source in 2021, and became the first open-source tool to put MMM within reach of advertisers, agencies, and analysts through modelling automation, multi-objective optimisation, and experimental calibration. Google Meridian and PyMC Marketing have since followed. Gufeng has recently left Meta to focus on measurement innovation in the broader industry.
In October, Sam Carter sits down with Zhou to discuss the future of MMM, always-on measurement and how to measure marketing at the speed decisions are made. Register to watch at https://www.fospha.com/campaigns/future-of-measurement
About Fospha
Fospha is the measurement system enterprise teams run on every day. Leading brands including Dyson, Huel and Callaway Golf use Fospha to see full-funnel performance across every channel and sales destination, and to move budget before opportunities fade. With more than $40 billion in marketing spend optimized and over 11 years of enterprise retail expertise, Fospha combines MMM, attribution, incrementality, forecasting and brand impact measurement in one connected system.
Contact: Snezhina Kashukeeva, snezhina.kashukeeva@fospha.com
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SOURCE Fospha
