Fospha CEO Sam Carter reported a 20-fold year-on-year increase in client demand for marketing mix modelling (MMM), noting that teams are desperate to move past static, legacy metrics. By integrating Zhou’s expertise, the company aims to refine its always-on infrastructure, which currently processes data across the full funnel for brands including Dyson, Huel, and Callaway Golf.

Zhou’s arrival follows his departure from Meta, where he transformed MMM from a niche analytical task into a scalable, open-source capability. He intends to focus on increasing the actionability of these models, ensuring that data refreshed at daily, weekly, and monthly intervals can directly inform budget allocation. As AI-driven shopping agents obscure traditional customer journeys, the focus shifts toward measurement systems that prove the efficacy of brand building without depending on direct click tracking.