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.
AI, Data & Marketing
Expertise
Essential for driving and optimizing marketing, maximizing performance, and limiting regulatory risks.
Premium
Consultants
Responsive, proactive with solid and proven expertise in AI & digital marketing data (and we're nice!).
Personalized
Collaboration
EdgeAngel adapts to your organization for a tailor-made and efficient collaboration.
Advertising Measurement Experts
For data-driven marketing decisions
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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.
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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
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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."