Advanced Media
Measurement
Incremental Tests, MMM and Advanced Attribution Measure the real impact of your marketing investments. EdgeAngel supports you in deploying advanced measurement methodologies: incremental tests, MMM, multi-touch attribution and causal analysis.
Our performance measurement expertise
Need personalized support?
Talk to an expertIncremental Tests & Impact Measurement (iROAS)
- Measure the real impact of your advertising campaigns with advanced and proven statistical methodologies.
- Conversion Lift (Meta & Google Ads): exploitation of native platform incremental testing features.
- Geographic Tests (TBR - Time-Based Regression): measurement of incremental impact via control and test zones.
- Causal Impact: Bayesian statistical analysis to estimate the real causality of your advertising investments.
- iROAS Calculation (incremental ROAS): determination of real return on ad spend, beyond classic attribution.
Marketing Mix Modeling (MMM)
- Identify the contribution of each marketing lever in your mix to optimize your investments.
- MMM Project Scoping: definition of scope, objectives and temporal granularity adapted to your business.
- Data Collection and Preparation: aggregation of media data (spend, impressions) and business data (revenue, traffic) for modeling.
- Statistical Modeling: application of multivariate regressions to quantify the impact of each marketing channel.
- Budget Recommendations: scenario simulation to identify the optimal allocation of your media budgets.
Advanced Attribution Modeling
- Go beyond classic attribution models to understand the true contribution of each touchpoint.
- BigQuery ML & Linear Regression: multi-touch attribution modeling with Machine Learning directly in your Data Warehouse.
- Custom Attribution Models: creation of custom models adapted to your specific customer journeys (position-based, time-decay custom).
- Ad Saturation Analysis: identification of diminishing return thresholds for each channel.
- Multi-model Comparison: confrontation of different attribution models for a complete view of performance.
Impact Analysis & Performance Measurement
- Implement a robust measurement system to drive your marketing decisions with data.
- Test Protocol Design: rigorous definition of control and treatment groups, test period, and success criteria.
- Statistical Significance Analysis: application of hypothesis tests (Student, Chi2) to validate result robustness.
- Result Debiasing: adjustment of metrics to compensate for platform over- or under-attribution.
- Management Dashboards: real-time visualization of impact KPIs (iROAS, Lift, marginal contribution) in BigQuery/Looker.
Social Ads: What is the real impact when tracking tools contradict each other?
Launching a new acquisition channel like Social Ads poses an immediate challenge: who to believe?
In this business case, GA4 attributed only 270 sales to the channel, while the Business Manager claimed 500. Impossible to steer or accelerate calmly with such a gap.
To clear the fog, we confronted these visions with statistical reality (incremental analysis).
The verdict? We applied Google's Causal Impact framework, which allows identifying the impact of a marketing action based on a learning phase and co-variables. Thus, the model was able to detect x4 more sales than the analytics measurement and x2 compared to the ad platform vision.
Result: We were able to arbitrate with the client to increase budgets and accelerate growth on a healthy basis.
Ce qui fait la différence EdgeAngel
AI, Data & Marketing
Expertise
Premium
Consultants
Personalized
Collaboration
Advertising Measurement Experts
For data-driven marketing decisions
-
Pauline Guibert
Experte en Analytics Engineering
Pauline transforme vos données complexes en insights business clairs et actionnables. Elle se spécialise dans la modélisation de la donnée au sein du Data Warehouse pour construire des "data marts" sur mesure, répondant précisément à vos enjeux business. Son expertise en Data Visualisation (Looker Studio, Power BI) et en définition de logiques métiers (LTV, scoring) permet de transformer les données en véritables leviers de performance.
-
Hélène Somdecoste-Lespoune
Experte en Data Marketing et Analyses CRO
Hélène accompagne les clients EdgeAngel du Ecommerce (Kiloutou), de Lead Generation et du Gaming pour dominer leur marché grâce à une collecte de données optimisée et des dashboards ultra-performants. Son expertise en analyses CRO et en conformité RGPD transforme les parcours utilisateurs en leviers de conversion. Avec des solutions de tracking mobile comme Firebase et Piano Analytics, Hélène convertit les données en stratégies marketing qui font la différence.
Your advanced measurement tools
BigQuery ML, Incremental Tests, MMM
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."