Modern Data Stack:
Connect, Unify and Activate your Data
Our Modern Data Stack Services Faced with increasing data complexity and regulatory constraints, having a robust data infrastructure has become essential. The Modern Data Stack, sometimes called Modern Data Platform, offers a unified foundation to centralize, transform and exploit your data for marketing performance, analytics and AI.
Modern Data Stack
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Our Modern Data Stack Services
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Need personalized support?
Talk to an expertData Architecture & Strategy
- We define with you the data architecture best suited to your marketing and technical objectives. Our agnostic approach allows us to select the most suitable technologies (Data Warehouse, Data Lakehouse, ETL/ELT, CDP, orchestration, governance etc.), whether they are market tools or our proprietary solution Capture.
- Complete audit of your current data ecosystem.
- Definition of a scalable and maintainable target architecture.
- Selection of tools (agnostic) and data governance.
- Design of a modern data platform, connected to your marketing ecosystem.
Collection, Centralization & Engineering
- The key is to centralize and secure your raw and unsampled data in a Data Warehouse or Data Lakehouse (like Google BigQuery). We build orchestrated data pipelines (ETL/ELT) to aggregate all your sources: media networks (Meta, Google Ads, etc.), CRM, analytics, back-office, etc.
- Construction of automated and maintainable pipelines.
- Implementation, orchestration and optimization of your Data Warehouse on the cloud (ex: GCP).
- Continuous control of data quality, freshness and lineage.
Transformation & Modeling (Analytics Engineering)
- Raw data is not enough. Our experts clean, prepare and transform it into actionable data models, to create business logic adapted to your analysis and marketing activation needs.
- Cleaning, validation and preparation of raw data in a governed environment.
- Modeling and creation of "data marts" specific to your use cases (reporting, segmentation, attribution).
- Design of business logic (ex: LTV calculation, scoring, attribution) integrated into your analytics and marketing tools.
- Documentation and supervision of transformations to guarantee consistency, quality and maintainability.
Activation & Valorization
- This is where your data takes on its full operational value. We send your transformed data back to your tools for concrete marketing actions and advanced analysis.
- Activation of first-party audiences and synchronization of conversions (online/offline) to ad networks (Google Ads, Meta CAPI, etc.).
- Deployment of Reverse ETL solutions, including our proprietary technology Capture to connect your Data Warehouse to your business tools.
- Data Visualization via multi-source dashboards (Data Studio, Power BI) for consolidated marketing management.
- Preparation and automation for AI/Machine Learning use cases (predictive segmentation, bid optimization).
EdgeAngel Approach: Build or Integrate?
The EdgeAngel approach is 100% agnostic: our only criterion is business performance.
We can build a custom MDS (BigQuery, Airbyte, dbt, Capture) or integrate/optimize market solutions (CDP, BI platforms). Our support covers architecture, implementation, marketing activation, governance, and team training to deliver a sustainable, operational, and performance-oriented stack.
The EdgeAngel Difference
01.
AI, Data & Marketing
Expertise
Essential for driving and optimizing marketing, maximizing performance, and limiting regulatory risks.
02.
Premium
Consultants
Responsive, proactive with solid and proven expertise in AI & digital marketing data (and we're nice!).
03.
Personalized
Collaboration
EdgeAngel adapts to your organization for a tailor-made and efficient collaboration.
Tailor-made support
Multiple expertises to design, govern and activate your marketing data stack
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Olivier Chubilleau
Co-founder & Data Architect
Olivier guides companies in defining and implementing their data strategy. His expertise covers the entire data value chain, from collection to activation.
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Pauline Guibert
Digital & Analytics Expert
Pauline has been supporting leaders in Ecommerce, Transport, and B2B SaaS for many years. She optimizes user performance tracking strategies while ensuring compliance.
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Mathieu Lima
Head of Collection and Technologies
Mathieu designs and implements sophisticated tracking solutions. He optimizes user journeys while ensuring impeccable technical management.
Complete mastery of your data & marketing stack
Segment, Google Analytics, GCP, Airbyte...
Ready to accelerate your growth ?
Let's discuss your data and marketing challenges.
We'll respond within 24 hours.
Paul Schmitt
Consulting Director
"Our goal is to make your data actionable to generate concrete value, quickly."
Questions?
The Modern Data Stack brings together all the technologies and best practices for collecting, centralizing, transforming, and activating a company's data. Unlike siloed systems or those dependent on a single tool, the MDS relies on specialized building blocks—ingestion, Data Warehouse, transformation, governance, reverse ETL, BI—connected by automated pipelines.
It offers an agile, scalable data architecture, essential for leveraging first-party data, ensuring reliable marketing measurement, unifying the customer view, and feeding AI or analytical use cases.
It offers an agile, scalable data architecture, essential for leveraging first-party data, ensuring reliable marketing measurement, unifying the customer view, and feeding AI or analytical use cases.
Implementation involves several structured steps: auditing the existing ecosystem, defining a target architecture adapted to the company, selecting tools (Airbyte, BigQuery, dbt, Hightouch, etc.), deploying ingestion and transformation pipelines, establishing governance, and then activating data in business tools.
At EdgeAngel, we support every phase: technical design, flow orchestration, data quality and freshness, security and compliance (GDPR/ePrivacy), up to the delivery of an operational stack ready for dashboards, marketing activation, and AI use cases.
At EdgeAngel, we support every phase: technical design, flow orchestration, data quality and freshness, security and compliance (GDPR/ePrivacy), up to the delivery of an operational stack ready for dashboards, marketing activation, and AI use cases.
Traditional architectures rely on manual integrations, limited native connectors, or a CRM used as the sole source of truth, leading to fragmented data, unreliable marketing measurement, and low activation capacity.
The Modern Data Stack, on the other hand, is cloud-native, composable, and orchestrated: each data block is automatically connected via scalable pipelines, ensuring governance, quality, and continuity.
For marketing, this shift has become indispensable: end of third-party cookies, regulatory pressure, channel proliferation, need for personalization, and cross-channel measurement. An MDS allows aligning media strategy, analytics, CRM, and AI on unified and actionable data.
The Modern Data Stack, on the other hand, is cloud-native, composable, and orchestrated: each data block is automatically connected via scalable pipelines, ensuring governance, quality, and continuity.
For marketing, this shift has become indispensable: end of third-party cookies, regulatory pressure, channel proliferation, need for personalization, and cross-channel measurement. An MDS allows aligning media strategy, analytics, CRM, and AI on unified and actionable data.
The main challenges of an MDS are flow governance, increasing technical complexity, multi-tool integration, cloud cost management, and regulatory compliance. Without expertise, projects often become costly, difficult to maintain, and fail to deliver on business promises.
EdgeAngel overcomes these obstacles by building a modular and scalable stack, brick by brick. We prioritize high-ROI use cases, guarantee data quality, automate orchestration, and fully integrate the stack with marketing tools (CRM, Ads, CDP, Analytics). Result: reliable, actionable, and governed data over time.
EdgeAngel overcomes these obstacles by building a modular and scalable stack, brick by brick. We prioritize high-ROI use cases, guarantee data quality, automate orchestration, and fully integrate the stack with marketing tools (CRM, Ads, CDP, Analytics). Result: reliable, actionable, and governed data over time.
A Modern Data Stack relies on several categories of specialized tools:
The choice of tools depends on maturity, budget, teams, and targeted use cases.
- Ingestion and synchronization: Airbyte, Fivetran
- Storage and modeling: BigQuery, Snowflake
- Transformation: dbt, Dataform
- Activation / Reverse ETL: Hightouch, Capture
- Visualization and BI: Data Studio, Power BI
- Governance and compliance: data catalog, data lineage, access control, GDPR
The choice of tools depends on maturity, budget, teams, and targeted use cases.
The Modern Data Stack allows marketing teams to steer based on reliable and unified data rather than incomplete dashboards or manual exports. An MDS enables the activation of high value-added use cases: first-party audiences synchronized in real-time (Google Ads, Meta), improved attribution, incremental measurement, advanced segmentation, omnichannel personalization, LTV analysis, product recommendation, media budget optimization.
Marketing becomes more precise, more profitable, and more autonomous, while respecting governance and compliance.
Marketing becomes more precise, more profitable, and more autonomous, while respecting governance and compliance.
The Modern Data Stack gathers the modular bricks allowing to collect, transform, and activate data.
The Modern Data Platform refers to the technical cloud foundation on which the stack rests (infrastructure, storage, orchestration, security).
Together, MDS + Modern Data Platform allow building a complete, scalable data platform integrated into the marketing ecosystem.
The Modern Data Platform refers to the technical cloud foundation on which the stack rests (infrastructure, storage, orchestration, security).
Together, MDS + Modern Data Platform allow building a complete, scalable data platform integrated into the marketing ecosystem.