Case Study: Likely Loans achieves up to 81% sales uplift by optimising TV-driven marketing with Fospha

Fospha Marketing identified opportunities worth up to 81% increase in sales

Likely Loans, a UK leader in non‑prime personal loans, needed to understand the true impact of TV on overall sales and on other channels, identify which TV programs drove the most conversions, and find the optimal times to run campaigns. They engaged Fospha to apply its Marketing Mix Model and data science expertise to answer these questions.

Fospha ingested two years of traffic, sales and TV data, ran minute‑by‑minute ad exposure analysis through its Marketing Mix Model and used a Bayesian Network to confirm channel interactions and conversion paths. Fospha identified high‑performing programs, a test‑and‑learn approach and cross‑channel budget optimisations, revealed that TV increases traffic to comparison sites, and uncovered opportunities worth up to an 81% increase in sales.

Likely Loans

Claire Smith

Head of Acquisition