About Sellforte | Incrementality Testing, MTA & MMM

Sellforte is the enterprise-grade Measurement & Optimization OS for ecommerce, DTC, and retail brands. We combine incrementality testing, multi-touch attribution, and Marketing Mix Modeling (MMM) in one system, so every decision, from daily campaign and ad-set bids to annual budgets, is based on the sales your marketing actually caused.

We help consumer marketing teams move beyond dashboards and platform-reported numbers by measuring what actually drives incremental sales and turning those insights into operational recommendations they can act on every day.

Sellforte helps marketers measure and act on true incremental impact, with three capabilities that work as one system:

Incrementality testing: run and analyze geo lift experiments, import Meta conversion lift studies, and upload your own A/B tests to establish causal ground truth.
Incremental attribution: multi-touch attribution through Sellforte Pixel, calibrated with experiments and MMM, for incremental ROAS at campaign, ad set, and ad level every day.
Marketing Mix Modeling: always-on Causal Bayesian MMM across digital and offline media, promotions, and every sales channel, for budget allocation and planning.

In most companies these are three separate workstreams producing contradictory numbers and MMM is a quarterly consulting project. Sellforte connects them into one continuous system. Then it closes the loop: plan budgets and bids on marginal returns, push approved changes to Meta, Google, and TikTok, and track the impact against a modeled counterfactual. Experiments calibrate the model, and both correct attribution, delivering incrementality-based recommendations at the campaign and ad-set level, where real media decisions are made.

With Sellforte, teams know:

Which campaigns are truly incremental, and where ad platforms over- or under-report
Which channels deserve more or less budget
Which campaigns and ad sets to scale, pause, or adjust
How bid values should change to maximize incremental revenue
What happens to sales if budgets or bids change

Trusted by leading commerce brands

Sellforte combines Causal Marketing Mix Modeling, incrementality experiments, incremental attribution, and AI Agents to plan, forecast, optimize, and increasingly execute media decisions directly inside advertising platforms.

Sellforte is purpose-built for enterprise ecommerce, DTC, and retail environments where:

Paid media is the primary growth engine
Optimization happens daily at campaign and ad-set level
Margins matter as much as revenue
Promotions and pricing impact demand
Seasonality and weather influence performance
Revenue spans ecommerce, marketplaces, and physical stores

Our models are designed to handle this complexity and translate it into campaign-level action.

Leading ecommerce and retail brands across North America, EMEA, and APAC trust Sellforte to guide their most important marketing investments, including:

Why Traditional Measurement Breaks Down

Most marketing measurement approaches were never designed for daily optimization:

Attribution models favor bottom-of-funnel activity
Traditional MMM is too high-level and too slow
Dashboards describe what happened, not what to do next
Attribution, MMM, and lift tests report different numbers, and no one knows which to trust

The result is strategic insight but operational uncertainty.

Sellforte closes that gap by combining causal measurement with campaign-level execution.

Agentic Marketing Mix Modeling, pioneered by Sellforte, is how the MMM in our platform moves from strategic measurement to operational execution.

Agentic MMM combines:

Causal MMM to measure true incremental ROI
Incrementality experiments to calibrate and validate models
Optimization engines to simulate future outcomes
AI Agents to translate insights into daily actions

Instead of navigating complex tools, marketers can simply ask:

Which campaigns should I scale this week?
Where should I shift budget today?
What is the optimal bid for this ad set right now?

What Makes Sellforte Different?

Sellforte is built to operationalize incrementality measurement at the level where media decisions actually happen. Here are six ways Sellforte is different from other solutions:

1. One Reconciled View of Incremental ROAS

Attribution, MMM, and lift tests often report very different ROAS for the same channel. Sellforte connects all three: experiments calibrate the model, the model and experiments correct attribution, and every team works from the same incremental numbers.

2. Campaign and Ad-Set Level Recommendations

Most MMM solutions stop at the channel level. Sellforte delivers incrementality-based recommendations down to the campaign and ad-set level, enabling precise budget and bidding decisions inside Meta, Google, TikTok, and other platforms.

3. miROAS: Optimizing the Next Dollar

At the core of Sellforte is miROAS, marginal incremental return on ad spend.

miROAS measures the incremental return of the next marketing dollar at campaign and ad-set level, shifting optimization from historical averages to forward-looking marginal returns.

4. Agentic Workflows

Marketers interact with AI Agents that translate measurement insights into clear, explainable recommendations. Complex modeling becomes conversational, intuitive, and fast.

5. Automated Media Optimization

Through the Media Buyer Agent, Sellforte can execute approved budget and bid changes directly inside ad platforms. Optimization can operate in assisted mode or automated workflows with defined guardrails.

This transforms MMM from a strategic guide into an operational system capable of continuous optimization.

6. Specialized for Ecommerce, DTC, and Retail

Sellforte is engineered for commerce-driven industries with high media spend, promotional intensity, and omnichannel revenue complexity.

Sellforte combines causal measurement, marginal optimization, AI-powered workflows, and automated execution into a single enterprise platform.

This is how incrementality measurement becomes operational.

Sellforte methodology

Bayesian Marketing Mix Modeling at the core

At the heart of Sellforte is Bayesian Marketing Mix Modeling (MMM), which is widely considered the gold standard in the industry. Bayesian MMM uses time-series data and probabilistic inference to estimate marketing’s incremental sales impact.

Calibration with Geo Tests & Conversion Lift Studies

A key advantage of Bayesian MMM is model calibration through informative priors. Sellforte models are calibrated with geo tests and conversion lift studies where available.

Example: If a geo test estimates a channel’s ROI at 4.0, we incorporate that result into the model to improve robustness and accuracy.

Attribution as part of the system, not a competitor to it

Unlike other MMM vendors, we treat attribution (platform-reported, last-click, and MTA) as part of the measurement system, not something to replace. Sellforte provides its own multi-touch attribution through Sellforte Pixel and also ingests the attribution data you already have. Instead of rejecting attribution because of its biases, we correct those biases with MMM and incrementality experiments and use them to produce campaign- and ad set-level Marginal Incremental ROAS estimates.

Learning from your spend and bidding changes

Sellforte models continuously learn from changes in your media activity. Whether you adjust bids, shift budgets, or scale new channels, each change improves the model’s understanding of how marketing drives sales.

How Sellforte Compares

Below is how Sellforte vs other measurement approaches compares across the market.

Sellforte vs MMM Consultancies

Examples: Analytic Partners, Ekimetrics, Circana

Limitations of MMM consultancies: Consultancy-led MMM is typically delivered as a project or quarterly engagement focused on high-level strategic budget allocation and executive reporting. Projects are often slow to implement, labor-intensive, and costly, requiring ongoing analyst involvement and recurring consulting fees.

Sellforte difference: Sellforte is enterprise software that delivers continuous, incrementality-based recommendations at the campaign and ad-set level, embedded directly in daily marketing workflows. Instead of waiting weeks or months for slide decks, teams access modeling insights, optimization scenarios, and actionable recommendations inside a scalable software platform.

Sellforte vs Traditional MMM Software

Examples: Recast, Liftlab, Keen Decision Systems

Limitations of traditional MMM software: Traditional MMM software often focuses on channel-level insights and scenario planning, without delivering granular campaign-level recommendations or integrated execution capabilities.

Sellforte difference: Sellforte provides incrementality-based recommendations down to the campaign and ad-set level, powered by miROAS and connected to optimization engines and AI Agents that support daily operational decisions.

Sellforte vs Open-Source MMM Frameworks

Examples: Google Meridian, Meta Robyn

Limitations of open-source MMM: Require in-house data science teams to build and operate. Open-source MMMs are modeling frameworks without operational activation or optimization tooling.

Sellforte difference: End-to-end enterprise platform including data ingestion, model calibration, optimization engines, and AI Agents that translate models into daily media decisions.

Sellforte vs SMB-Focused MMM and Hybrid Measurement Tools

Examples: Triple Whale, Fospha, Northbeam

Limitations of SMB MMM: Designed primarily for smaller DTC brands, often combining attribution and lightweight modeling with limited enterprise-grade calibration and campaign-level operational depth.

Sellforte difference: Enterprise-grade MMM and incrementality-corrected attribution, calibrated with experiments, built for complex omnichannel ecommerce and retail environments.

Sellforte vs standalone Multi-Touch Attribution (MTA)

Limitations of standalone MTA: Not able to measure the true incremental sales impact that each campaign and channel has, leading to bias towards bottom-of-funnel activities (e.g., retargeting and branded search).

Sellforte & MTA: Sellforte offers its own multi-touch attribution through Sellforte Pixel, calibrated with MMM and incrementality experiments so credit reflects incremental impact, not just observed touchpoints. Sellforte can also use your existing MTA data as a model input to improve modeling quality and granularity.

Sellforte vs Last-Click Attribution

Limitations of Last-Click: Assigns credit to the final interaction and ignores upper-funnel impact.

Sellforte & Last-Click: Sellforte corrects last-click ROAS with calibration multipliers from MMM and incrementality experiments, so each campaign gets a true incremental ROAS. Last-click data also feeds the model to improve granularity.

Sellforte vs Ad Platform Attribution

Limitations of ad platform attribution: Biased ROAS estimates due to inability to see the full conversion journey across multiple platforms and touchpoints.

Sellforte & Ad Platform Attribution: Sellforte corrects platform-reported ROAS with calibration multipliers from MMM and incrementality experiments, showing where each platform over- or under-reports. Platform data also feeds the model to improve granularity.

Sellforte vs Geo Lift and Conversion Lift Tests

Limitations of geo & conversion lift tests: Valuable for validation but episodic by nature, not designed for continuous optimization.

Sellforte & Geo Lift and Conversion Lift Tests: Sellforte lets you run geo lift tests, import conversion lift studies, and upload A/B tests, then feeds every result into the MMM so one-off tests keep informing daily decisions.

Summary

In summary, Sellforte combines incrementality testing, incremental attribution, enterprise-grade causal MMM, miROAS-driven marginal returns, and AI-powered operational workflows into a single platform.

That is what transforms measurement from a strategic reporting framework into a daily decision system.

Sellforte was founded on a clear belief:

Marketing decisions should be guided by causality, optimized by marginal returns, and increasingly executed by intelligent systems.

For decades, marketing measurement has been reactive. Teams looked backward at dashboards, reports, and attribution models to explain what happened. Optimization remained manual, fragmented, and slow.

We believe the next era of marketing belongs to systems that:

Measure true incremental impact
Forecast future outcomes
Recommend precise campaign- and ad-set–level actions
And continuously learn and improve over time

This is the vision behind Sellforte.

Sellforte is building the foundation for a new category of enterprise marketing infrastructure where:

Causal measurement powers every decision
miROAS guides marginal budget allocation
AI Agents translate models into daily workflows
Media buying becomes progressively more autonomous

Today, Sellforte delivers explainable, campaign-level recommendations and, with your approval, executes them in your ad platforms.

Tomorrow, Sellforte will extend this into increasingly automated media execution, where optimization runs continuously within defined guardrails, learning from experiments and performance data in real time.

This is not about replacing marketers.
It is about giving them a system that operates with the speed, precision, and rigor modern commerce requires.

We are moving marketing measurement from a strategic reporting framework to an always-on decision engine.

That is the future of marketing optimization. And Sellforte is building it.

If you believe:

Measurement should guide automation
AI should be explainable and auditable
Marketing decisions deserve financial-grade rigor

Then Sellforte is built for you.

👉 Book a demo
👉 Explore the open Agentic MMM demo

We are a multidisciplinary team with backgrounds in management consulting, media agencies, brand marketing, econometrics, and data science.

What unites us is a shared conviction: marketing should drive measurable business impact.

We believe marketing must be managed as a revenue engine, not a cost center. The path to getting there is rigorous, high-quality analytics that connect media investment directly to incremental growth.

The foundation of our business lies in our ability to deliver measurable value to our customers. It's the reason customers buy the service, and it's the reason customers stay with us. All Sellforteans play a role in delivering customer value. While TV cameras often zoom into the scoring of a goal, it is important to understand that each pass that happened before it were critical in making the goal happen.

We are a team that works together to conquer challenges. In our team, we treat each other with same respect, fairness and kindness that we treat our friends with outside the office. We care for each others' wellbeing, and we look for opportunities to help each other. We strive for a low hierarchy where best ideas win over titles or authority. And hey, customers are part of the team too.

Let's face it: we are an extremely smart bunch of people. We apply that smartness in our everyday work, and we always choose the smart way instead of the hard way. We focus on solutions that maximizes value for all of our customers. We stop doing things that don't add value to our customers or to the company. Most importantly, whatever we do, we try to find that extra spark of fun that makes the journey worthwhile to ourselves and to the people around us.

While we love to see our customers and their businesses thrive, we also love to see Sellforteans thrive. We maintain a growth mindset and invest in personal development. We take strong ownership of our own areas/domains, and enable others do the same. We push the boundaries of innovation in the problems we decide to solve.

We communicate openly with each other, both the good and the bad. We believe that sharing information enables us to tap into the collective brainpower of the whole team to find the best solutions to hardest problems. We acknowledge that maintaining openness is hard, especially as the company grows, but we will do our best and hold ourselves to high standards. When we give honest feedback to each other, we remember to do it with respect and kindness. When we receive honest feedback, we acknowledge that the other person is doing it with best intentions in mind.