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For CFOs
Make marketing spend as auditable as any other investment
Marketing is often the largest discretionary line item — and the least transparent. Odins gives you what you need: marginal returns, confidence ranges, scenario comparisons, and the cost of every constraint. Numbers you can audit, not narratives you have to trust.
See the return on the last euro — not just the average
Overall ROAS is misleading. A channel can have a great average return while the marginal return — the return on the next euro spent — is already declining. That's the number that tells you whether to increase, hold, or cut.
Odins calculates marginal ROAS for every channel at every spend level. You see exactly where each channel sits on its curve — and where the portfolio as a whole hits the point of diminishing returns.
- Marginal ROAS per channel, not just averages
- Shows where spend stops paying for itself
- The single most important metric for budget decisions
- Updated monthly with new data
Every estimate tells you how much to trust it
Point estimates hide uncertainty. 'TV drove 12% of sales' sounds precise — but is the model 90% sure or 55% sure? Odins gives you the range: '10–15%, most likely around 12%.'
This changes how you evaluate proposals. A channel with a tight range is well-understood — optimize confidently. A channel with a wide range needs a structured test before you commit significant budget. No more hidden uncertainty behind false precision.
- Full probability ranges, not point estimates
- Wide range = needs more data before committing
- Tight range = ready for optimization
- Bayesian methodology makes this natural
Compare options before committing a single euro
Before the budget is approved, run scenarios: what does €13M vs. 150M vs. 175M deliver? What if we require 3x marginal ROAS instead of 2x? What if we lock TV spend due to a contract?
Each scenario shows total outcome, marginal efficiency, and the cost of every constraint. Present the board with three concrete options — not a single number to approve or reject, but a menu of trade-offs with clear consequences.
- Multiple budget scenarios, compared side by side
- Every constraint shows its cost vs. unconstrained optimum
- Clear trade-offs for board-level decisions
- Exportable for financial planning
Total spend vs. forecasted outcome
The headline number: what does the proposed budget deliver? Revenue, leads, or whatever your key metric is — with a central estimate and confidence range.
Marginal efficiency
The return on the last euro spent. This is what tells you whether the budget is too high, too low, or just right — not the average return, which can be misleading.
Cost of constraints
Every constraint has a price. If locking TV spend at €3M reduces total return by €500K vs. the unconstrained optimum, that trade-off is visible before you commit.
Honest uncertainty
Confidence ranges on every number. When the model is sure, you see it. When it's not, you see that too — and the model tells you what data would narrow the range.
Every recommendation comes with a business case
When the marketing team proposes increasing budget by €2M, you want to know: what's the expected return? What's the downside? How confident is the model? What assumptions is it based on?
Odins answers all of these. Every recommendation includes the expected outcome, a confidence range, the downside scenario, and the key assumptions. The same rigor you'd apply to any capital allocation decision — applied to marketing.
Not a marketing tool — a financial planning input
Odins isn't a dashboard for the marketing team to play with. The outputs are designed to feed directly into your financial planning process: total budget right-sizing, scenario-based forecasting, and monthly variance reporting.
Marketing spend becomes as predictable and auditable as any other major line item. The model gives you the same thing you expect from operations or procurement: a clear link between investment and return, with honest uncertainty about what we don't yet know.
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