LONDON, Thursday 24th November 2016: AWARD-WINNING online education provider AVADO Learning, is the latest business to sign up to the ground-breaking customer journey optimisation company Fospha.

AVADO has an active community of more than 20,000 students taking recognised professional qualifications delivered with academic and professional partners who range from ACCA and Sage through to Reed and Accountancy Age.

It sets a market-leading standard as a high-quality provider through early-stage personal contact with prospective students which ensures they are properly matched to the professional course which suits their needs before commencing their studies.

AVADO has turned to Fospha to help it develop a better understanding of the economics of customers across their entire journey. This allows them to identify where they are losing the most profitable customers and the specifc actions required to acquire, retain and grow customers profitably.

Fospha has developed a suite of tools which enable businesses and organisations to examine data about customer journeys at an individual level, helping clients identify the routes customers take, smooth pathways through forms and funnels, suggest interventions and optimise outcomes.

James Elias, CMO of AVADO, commented: “We work with a range of high-profile organisations serving students for whom a recognised, professional qualification is key to their career journey. Tailoring our courses to the personal needs of students is central to our approach and we’ve brought Fospha on board to help deepen our understanding of the route they take to engaging with us.

“We chose Fospha because of its ability to drill down into all our customer data, both online and offline, and identify activity at an individual level. Our students initially engage with us online but we then talk to them directly, and it’s important for us to have clear visibility of where the journey begins in marketing terms, how it progresses, and the value it delivers.”

Fospha’s team combines an intimate understanding of customer journeys with expertise in data science, design and machine learning. They have developed a suite of analytics solutions which delve deep into the ‘cloud’ of customer data to identify individual pathways all the way from marketing-led acquisition to online and offline CRM and cost-per-sale.

Fospha CEO Jonathan Attwood said “AVADO is a perfect partner for us – they’re a market leader, totally committed to delivering quality for their customers, and defined by a desire to do that by developing a deeper understanding of customer needs.

“The nature of the customer journey is complicated here by the fact that it isn’t online only, and this is the beauty of our solution: we know how to identify the relevant data at all points, and put it together in a way which shows exactly how it began in marketing terms and what value it ultimately yielded. This is how to optimise that customer journey.”


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Fospha is an advanced data analytics company that believes that every moment in the customer journey matters.

Fospha stitches together all your customer data from every silo and allows you to create a single customer view of everyone coming to your site - it's called the Customer Journey Cloud. This granularity of data enables powerful analysis, zooming into exactly where businesses are losing customers. Powerful data visualisation enables insights to be generated quickly and those insights shared easily within an organisation.

Fospha was formed originally to help local government clients, and then acquired iJento in 2015 to allow deep customer knowledge combined with cutting-edge visualisation. The team have over 50 years of data analytics experience and come from a variety of data science, artificial intelligence and Silicon Valley backgrounds.