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Two offers, one platform
Most of your clients have a data problem worth solving and a few of them have a budget big enough for a model. The partnership is built for both. The data platform carries full value on its own: every channel connected, offline spend structured, one hierarchy per client, reporting against budget and targets, and the data out to the client's warehouse or through an AI assistant. The model is added on top for the clients where the volume justifies it, on the same data.
| The data platform | Modeling, added on top | |
|---|---|---|
| For which clients | Almost all of them | The few whose budget and channel mix justify a model |
| What is in it | Every API channel connected, offline and manual spend structured, one hierarchy per client, reporting against budget and targets, data out to the client's warehouse and through MCP | A Bayesian model of what each channel adds, a recommended budget level and split every month, scenarios with confidence ranges, structured tests where the model is uncertain |
| The question it answers | What happened, where, against plan | What worked, what the next unit of budget buys, where the ceiling is per channel, what to change next quarter |
| What you do | Pick the channels, decide the structure, deliver offline files | Challenge the assumptions, present the result, advise the client |
| Useful from | The first weeks | Six to eight weeks after kickoff, then every month |
A practical screen for which clients get a model: a marketing budget above about EUR 1M a year, several channels (ideally TV and digital), weekly sales going back about two years, and a marketing lead who has to defend the budget to the CEO or CFO. A client with spend that never changes level gets back mostly the model's starting assumptions, so the data platform is the honest offer there.
How a new client comes on
Onboarding a client has four steps. Two of them are machinery and one is where you do the job.
- Access. You already know which channels the client runs, so you set up the list in minutes. The client gets one link from the platform, clicks it and approves read access. One action, not a round of passwords per channel.
- Structure. Which company, which market, which product line. The platform proposes; you decide, because you know the client. A client with two product lines can have both structured and a model on only one of them.
- Data out, three ways. Reporting against budget and targets in the platform. The structured dataset delivered to the client's own warehouse. And an AI assistant connected through MCP that answers questions about the data in plain language, before any model exists.
Reporting on the structured data is useful from the first weeks. The model follows at six to eight weeks for the clients that get one, and the same data feeds both.
Who does what
A partnership works when each side does the part it is best placed to do. This is the split we start from. It shifts as you take more on.
| Area | The first clients | When it runs by itself |
|---|---|---|
| Ad platform connections | Odins sets them up, monitors them and flags when access needs renewing | Odins |
| Onboarding a new client | Odins together with you | You |
| Structure and hierarchy | You, with advice from us | You |
| Offline and manual spend | You own it, we help closely | You, through a pipeline |
| Sales data | You open the door at the client, we set up the feed | Odins |
| The model | Odins builds it, retrains it monthly and checks every recommendation | Odins, as close to you as you want |
| Client meetings | Odins joins the early model discussions | You in front, Odins behind |
Two rows deserve a decision early. Offline spend is good agency work, because this is where client knowledge beats technique. And client meetings: we join the first rounds to explain the model, then you stand in front and we support from behind.
The rhythm
Once a client has a model, the work settles into a rhythm: a monthly reading of the model, moves in the plan, and a quarterly strategy conversation against the budget. Scenarios, forecasts and reporting are there whenever you or the client want them; only the model update and the recommendations are monthly.
Two conversations, not one
The model opens two different conversations with the client. The mix conversation: same budget, different split, nobody asks for more money. And the level conversation: if the client wants to hold a target cost per new customer, what does the budget have to be? The second is a board matter, and it is the one agencies rarely got to have before.
Ways to work together
We have a starting point, not a fixed formula. Whichever form you choose, you get neutral proof that the work performs, a stronger card in the budget conversation, and clients that stay longer.
- Referral. You spot the need, we deliver the data and model layer, you keep the advisory role on top.
- Integrated in your delivery. Odins as the data and model layer under your advice, with you in front of the client. This is the form most partner agencies start with.
- Embedded in your offering. Measurement and budgeting become a service you own, delivered through your own processes, with our team behind it.
Or simply pick one client together as a pilot, and choose the form once we have seen it work on real numbers.
How the money works
Because you do part of the work, the commercial model follows the division of labor. It has three parts, and the numbers are set per partnership:
- A platform price per client, with a lower price when your team does the integration work, because those are hours we do not spend.
- A modeling price per client for the clients that have a model.
- A share back to you of the license revenue on the clients you bring and serve, running on the total license over time rather than the first year alone.
The principle is that you are paid for the clients you bring in and the work you take on, and the client pays one price for a platform and a model it can trust. The terms tighten as the volume grows, and we say that up front. What you charge the client for your own advice on top is your business.
How to start
Pick one client you know well, with a real budget decision coming up. Agree who does what on that client, connect the data, build the first model together and present it to the client side by side. Decide the form of the partnership once both sides have seen it work. Planned well, the client goes into its next media year with the model in hand.
The wider picture, including the other routes an agency can take and the platforms agencies use, is in our guide to marketing mix modeling for media agencies.
