The marketing industry is at an inflection point.

After years of optimizing for impressions, reach, and modeled attribution, brands are demanding something deeper: proof. Proof that marketing not only reaches consumers but moves them, influencing awareness, loyalty, and purchase behavior in measurable, verifiable ways.

That’s where Fetch and ABCS come in.

ABCS is a recognized leader in media and marketing effectiveness research, with deep expertise in measuring brand perception, behavioral outcomes, and incremental sales impact across complex retail environments.

Together, we’re bringing greater transparency and rigor to marketing measurement, combining Fetch’s best-in-class Randomized Controlled Trial (RCT) methodology with ABCS’s independent, third-party validation expertise to raise the bar on what effective, full-funnel measurement looks like.

From Correlation to Causation: The Fetch RCT Framework

At Fetch, our measurement philosophy rests on one guiding principle: proof, not proxy.

Our ability to prove performance starts with the strength of our foundation. Every insight is grounded in billions of verified receipts, captured at the SKU level and deterministically tied to real households. With visibility into 88% of 10M households’ retail and restaurant spending, Fetch delivers one of the most complete, retail-agnostic views of consumer behavior available today.

Fetch’s in-house randomized controlled trial (RCT) measurement framework isolates true incremental impact, revealing not just correlations but causation. By comparing outcomes between randomized test and control groups, we eliminate confounding variables and deliver clear, defensible evidence of campaign effectiveness.

Because every result is anchored in observed, real-world transactions, our measurement reflects how people actually buy, not how models predict they might. This is measurement built for accountability, and designed for trust.

ABCS: Independent Validation That Strengthens the Story

While RCTs form the foundation, independent validation from ABCS ensures the results stand up to the highest industry standards.

By pairing Fetch’s experimental rigor with ABCS’s independent analysis, we’ve created a measurement partnership built on transparency and credibility.

“Our collaboration with Fetch represents where the industry is headed, toward more scientific, accountable measurement that brands can trust,” said Jerome Shimizu, CEO at ABCS Insights. “By validating their RCT outcomes, we’re helping marketers connect investments to real-world impact, from brand equity to sales.”

Evidence in Action: What the Research Shows

In 2025, ABCS conducted independent Brand Lift and Sales Impact Studies measuring Fetch’s campaign performance across a diverse mix of brands, categories, and verticals. The findings reinforced what we’ve long believed: Fetch doesn’t just build brands; it drives measurable, incremental growth.

Proven Business Impact

Across 32 studies, Fetch campaigns delivered consistent and meaningful results, on average, we saw:

• +18.15% sales lift
• +16.25% household penetration lift
• iROAS of $4.40

“It’s rare to see such consistent lift in household penetration and new buyer acquisition while also driving strong returns on investment,” said Jerome Shimizu. “Fetch’s platform uniquely bridges brand engagement with proven shopper behavior, driving both trial and repeat purchase at scale.”

These outcomes demonstrate Fetch’s ability to deliver scalable, verifiable business impact with unmatched efficiency.

Building Brands That Stick

ABCS also validated significant brand perception shifts, proving Fetch’s role in driving full-funnel growth, all the way from +5.1 percentage points (pp) in aided awareness to +4.2pp in purchase intent, on average.

Fetch campaigns don’t just convert shoppers, they build emotional connections and brand favorability that endure long after the offer ends.

The Power of Full-Funnel Synergy

When Fetch’s in-app media and personalized offers work together, the effect is amplified. ABCS found that combined media + offer activations achieved, on average, +6.6pp in aided awareness and +6.0pp in purchase intent, demonstrating the full-funnel strength of Fetch’s ecosystem.

Redefining the Measurement Standard

As the marketing ecosystem grows more complex, brands are rightfully demanding more transparency, more credibility, and more accountability.

Fetch’s RCT framework and ABCS’s independent validation together set a new benchmark for the industry, one grounded in science, not assumption; outcomes, not proxies.

This partnership doesn’t just prove what works. It redefines what proof looks like.

“At Fetch, we believe marketers deserve results they can stand behind,” said Meghann Elrhoul, Measurement GTM at Fetch. “By partnering with ABCS, we’re not just measuring success; we’re proving it.”

In a world full of proxies, Fetch and ABCS deliver proof.

Brands deserve results they can stand behind. Get in touch to learn how Fetch’s verified measurement and full-funnel performance can help you prove, and improve, your marketing outcomes.