The real incremental effect of every channel.
Triple Whale's MMM combines historical data across all marketing channels with external factors like seasonality and market conditions to estimate the true incremental impact of each channel.
Confidence Score and Pearson Score to prioritise scaling.
Confidence Score shows the forecasted effect of increasing or decreasing spend by X%. Pearson Score combines impact and certainty. A high score makes a channel the obvious candidate for scaling.
MMM held against Total Impact for the clearest possible view.
MMM works best in combination with Triple Whale's attribution model. We compare MMM-proposed budgets against Total Impact data to make confident, data-driven allocation decisions.
Key benefits
- Budget management based on confidence score and forecasted effect of scaling spend up or down
- Understand which campaigns and media actually create growth not just harvest existing demand
- MMM held against Total Impact attribution from Triple Whale for a complete picture
Our approach
- Budget management based on confidence score and forecasted effect of adjusting spend
- Inclusion of external factors like seasonality and market conditions
- MMM used alongside Total Impact attribution for cross-validated budget decisions
Strong teams do award winning work
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Good questions. Clear answers.
How do you measure success in a collaboration?
We benchmark every collaboration on two things: hard metrics and soft metrics. Hard metrics cover top and bottom line growth, MER and other key financial KPIs. Soft metrics cover share of search development, the ability to attract the right influencers, and how well internal resources are being allocated. Most agencies stop at last-click attribution and miss the brand-building side entirely. We don’t, because sustainable growth requires both.
What does a collaboration with FABO look like in practice?
We start with an intro call to confirm there’s a genuine match, then invest 50+ hours in a brand and GTM strategy that maps out exactly what needs to happen and in what order. Once that’s aligned, we move into execution with a dedicated team of 3 to 6 specialists, biweekly creative reporting and monthly strategy and financial reviews. We also run workshops around specific bottlenecks as they come up. The goal is a collaboration that improves over time, not just one that starts strong.
What tools do you use for attribution & tracking?
We’ve tested a lot and landed on the same core stack for almost every case: Shopify as the CMS, Triple Whale for attribution and business intelligence, ProfitMetrics for profit-based bidding and server-side tracking, Klaviyo for email and SMS, DataFeedWatch for feed optimisation, and Confect for catalogue creative on Paid Social. In 2025 we became the only Triple Whale Platinum Partner in the EU, which means better pricing and implementation support for the brands we work with.
Which industries do you specialise in?
We work exclusively with eCommerce, with a particular focus on fashion and lifestyle brands. That specialisation is what allows us to go deep rather than broad. We’ve built our entire framework around the specific dynamics of scaling eCommerce brands profitably, and every case we take on sharpens that further.
Book a discovery call about your business goals.
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Fill out the information below and we will contact you as soon as possible.
Contact us only if your turnover exceeds EUR 200.000 incl. VAT / month.
If you prefer to call us directly, you are of course also welcome to do so.
(+45) 20765222
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