Marketing spend, as auditable as any other investment.

Marketing is often the largest discretionary line item, and the least transparent. Odins gives you marginal returns, confidence ranges, and the cost of every constraint. Numbers you can audit, not narratives you have to trust.

Book a demo What you get

TV contribution to sales

last 12 months

"TV drove 10 to 15% of sales, most likely 12%" tells you more than "TV drove 12%".

Without Odins

The biggest line item with the thinnest evidence.

Capital expenditure gets modeled. Headcount gets forecasted. Marketing gets last year plus a percentage, argued by whoever speaks loudest.

Averages mislead

A channel can show a great average return while the next krone in it is already losing money. Averages hide the decision.

False precision

A single number like 'TV drove 12 percent' sounds exact. Without a range you cannot tell evidence from guesswork.

Budget by inertia

Next year is last year plus inflation. Nobody can price what a constraint, a cut or an increase actually costs.

With Odins

The return on the last krone, not the average.

Odins calculates marginal return for every channel at every spend level, with a confidence range on each estimate. You see where spend stops paying for itself, and how sure the model is.

Marginal ROAS and marginal CAC per channel, updated monthly
Confidence ranges on every number: tight means optimize, wide means test first
Every constraint shows its cost against the unconstrained optimum
Scenarios compare budget levels side by side, in the numbers finance already uses

Channel contribution, 80% ranges

from the posterior

Search 14 to 16% optimize

Social 9 to 13% optimize

Display 2 to 9% test first

A tight range is a decision. A wide range is a test plan, with cost boundaries.

Where it fits

A financial planning input, not another dashboard.

The outputs feed straight into budget right-sizing, scenario-based forecasting and monthly variance reporting. The same rigor you expect from operations or procurement, applied to marketing.

Every recommendation carries an expected outcome, a downside scenario and its key assumptions
Forecasts are stored before actuals arrive, so you can check how right the model was
Board material shows three concrete options instead of one number to approve or reject

FAQ

Frequently asked questions.

Can we audit the model's claims?

Yes. Every forecast is stored before the actuals arrive, so you can compare prediction against outcome month by month. Accuracy is verifiable, not asserted.

What does it tell us about total budget size?

The model estimates marginal return at every spend level and shows where the portfolio hits diminishing returns. That answers whether the budget should grow, hold or shrink, not just how to split it.

How does it handle uncertainty?

Every number is a range with a probability, not a point estimate. When evidence is thin the range is wide, and the model proposes the structured test that would narrow it.

Is this a tool for the marketing team?

Marketing uses it day to day, but the outputs are designed for financial planning: budget scenarios, expected returns and variance against forecast.

What does it take to get started?

Very little on your side. Odins is fully managed: integrations, modeling and monthly updates are handled by our team, and the first model is typically live in six to eight weeks.