e-dialog Certified as a Google Test and Experiment Partner
Buster Grunau, Cross-Channel Media Strategist and MMM Advocate at e-dialog, regularly shares his expertise on the Measurement Triangle. Photo credit: Katharina Schiffl
Google has awarded e-dialog the “Test and Experiment” certification. This renewed certification confirms that the agency has mastered all components of the Measurement Triangle: Marketing Mix Modeling, attribution, and experiments. e-dialog is already an implementation partner for Google’s MMM, Meridian. The Google Test and Experiment certification covers, among other things, GeoX experiments, incremental tests, and conversion lift studies.
Graphic: e-dialog, based on the Think with Google white paper: “The Modern Measurement Playbook: How to Optimize Your Marketing Effectiveness and Fuel Growth” *Research by Boston Consulting Group (BCG). “How Leaders in EMEA Are Approaching Media Measurement,” March 2025
“Incremental impact is the new gold standard for measuring success in marketing. Traditional attribution models are increasingly reaching their limits due to signal loss and fragmented platforms. As a result, many marketing executives do not know the actual incremental value of their media spend. We supplement platform metrics with robust statistical studies, tests, and experiments,” explains Iris Handlsberger, Director of Media Consulting & Campaign Strategy at e-dialog, highlighting the significance of the certification.
The strict certification criteria included passing specialized exams from Google’s testing and experimentation suite, validating internal training programs, and successfully completing case studies based on GeoX and Conversion Lift methods.
“Our shared goal is measurable success in marketing,” explains Andrea Swift, CEO of e-dialog. “Following our partnership for Google Meridian, our certification as a Google Test and Experiment Partner is further proof that we provide companies with the most advanced tools for data-driven decision-making. We demonstrate our success and create an empirical foundation for sustainable growth.”
