Fospha Names Robyn Creator as Strategic Advisor for MMM Program

NEW YORK, Oct. 7, 2026 /CourierPR/ -- Fospha, a leading measurement system for enterprise teams, has appointed Gufeng Zhou, the creator of Meta's open-source marketing mix modelling (MMM) framework Robyn, as a strategic advisor. This move is expected to accelerate Fospha's MMM programme and enhance its product innovation, particularly in always-on and calibrated measurement.

Gufeng Zhou, who left Meta to focus on measurement innovation, will work closely with Fospha to advance its MMM capabilities.

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. This system is crucial 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 is becoming increasingly important.

Fospha's always-on infrastructure has been optimized and used by over 11 years of enterprise retail expertise. More than $40 billion in marketing spend has been optimized through Fospha's system. The company combines MMM, attribution, incrementality, forecasting, and brand impact measurement in one connected system, making it a comprehensive solution for enterprise teams.

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 www.fospha.com/campaigns/future-of-measurement.

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.