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Alternatives

The best Billy Grace alternatives.

Looking past Billy Grace? If the budget decision spans TV, radio, OOH or print as well as digital, the strongest alternative is Odins: one managed Bayesian model per market for budget size and allocation. Odins is ours, so we say it up front. Four more options follow, sorted by who they fit.

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Reviewed October 2026 · sources cited on this page

The alternatives

Five alternatives, sorted by fit.

Billy Grace is an Amsterdam marketing intelligence platform for ecommerce and lead generation brands: first-party tracking, attribution that blends MTA with marketing mix modeling, geo holdout tests and a daily budget autopilot. These five take a different route. The best-for lines say which one suits you.

  1. Odins

    Managed Bayesian platform That's us

    Best Billy Grace alternative for advertisers whose budget includes offline media and who want one model for the whole budget.

    Odins is a managed marketing investment platform. Billy Grace starts from tracking and click-level attribution. Odins starts from the budget decision: one Bayesian model per market, with TV, radio, OOH and print next to digital, pricing and promotions. Priors are set with your team, data flows in daily, and scenarios and forecasts are yours to run any time. The model is retrained monthly, a person reviews every recommendation, and bidding stays with the ad platforms. Disclosure: this is our platform.

    Bayesian MMM · Fully managed · Daily data, monthly retrain Odins vs Billy Grace

  2. Dema

    Commerce intelligence

    Best for pure-play ecommerce brands that want profit analytics and media measurement together.

    Stockholm-built commerce intelligence. The MMM runs on contribution margin and is recalibrated by geo-based incrementality tests. Built around ecommerce paid media, with fashion brands like Acne Studios and Axel Arigato on the customer list.

    MMM plus geo tests · Ecommerce · Continuous Odins vs Dema

  3. Lifesight

    Unified measurement

    Best for global retail, DTC and travel brands that want unified measurement with agent execution.

    Causal MMM, geo-based incrementality testing and attribution in one product, with AI agents that can push changes to the ad platforms within guardrails. Lifesight does not state its inference method publicly. Pricing on request.

    MMM plus experiments · Agentic · Global Odins vs Lifesight

  4. Funnel Measure

    Data platform

    Best for teams that want measurement on top of the data hub they already run.

    Stockholm's marketing data hub, with MMM, attribution and incrementality layered on its own data foundation and updated daily. The three methods cross-check each other instead of sitting in one model. Deepest across digital sources.

    Triangulated MMM · Product-led · Daily updates Odins vs Funnel

  5. Google Meridian

    Open-source framework

    Best open-source option for teams with data scientists and geo-level data.

    Google's Bayesian framework, the most packaged of the open three, with the strongest budget optimizer and native geo-level modeling. You build and maintain everything yourself, and a 2026 academic review flags the default uniform priors as a misuse risk. Free license, paid for in staff and time.

    Bayesian framework · Self-hosted · Your team runs it Odins vs Meridian

Billy Grace facts come from billygrace.com, read October 2026. Other provider facts come from each vendor's public documentation, read September 2026: dema.ai, lifesight.io, funnel.io and developers.google.com/meridian. Odins is our platform.

At a glance

Which alternative for which need.

Start from where you sell and which channels carry the budget.

Best fit
Why
Budget size and allocation with offline media in the model
Best fitOdins
WhyOne managed Bayesian model per market, with TV, radio, OOH, print, pricing and promotions inside it
Ecommerce profit and media in one tool
Best fitDema
WhyMMM on contribution margin, recalibrated by geo tests
Unified measurement with agent execution
Best fitLifesight
WhyMMM, geo tests and attribution in one product, with agents that act in the ad platforms
Measurement on top of a data hub
Best fitFunnel Measure
WhyMMM, attribution and incrementality on the Funnel data foundation, updated daily
Building an MMM in-house with data scientists
Best fitGoogle Meridian
WhyOpen-source Bayesian framework with geo-level modeling and a budget optimizer; your team runs it

Sources as listed above. Where a vendor does not state something publicly, we left it out.

When to look elsewhere

Four reasons to look for a Billy Grace alternative.

Billy Grace gives online brands tracking, attribution, geo tests and automation at published prices, and for a digital-first team it belongs on the shortlist. These are the situations where another route fits better.

  • TV, radio, OOH or print carry real budget and need to sit inside the model
  • The first question is the size of the budget, before daily shifts between ads
  • You want a person to review each recommendation, and forecasts checked against actuals
  • You need profit analytics next to the model, or would rather build an MMM in-house
Why Odins

Online and offline, in one reviewed model.

Odins is MMM, run for you, for advertisers in any industry. The model sets the budget level and the split between channels; each ad platform keeps optimizing inside its own walls.

  • One Bayesian model per market, with TV, radio, OOH and print next to digital, pricing and promotions
  • Priors set in 2 to 3 working sessions, from your spend history, digital saturation signals and structured interviews
  • Results from lift and geo tests you have run are taken into the model, and a structured test is proposed when a channel is uncertain
  • Data flows in daily and scenarios and forecasts run any time, in the platform or from Claude via the Odins MCP; the retrain and reviewed recommendation are monthly
  • Forecasts stored before actuals arrive, so the model's record is there to inspect

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.

FAQ

Frequently asked questions.

What is the best alternative to Billy Grace?

It depends on where your budget goes and what you need the model to decide. For budget size and allocation with offline media in the model and the model run for you, Odins is the alternative we would point to, and yes, it is ours. For ecommerce profit analytics with geo tests, Dema. For unified measurement with agent execution, Lifesight. For measurement on top of a data hub, Funnel Measure. For an in-house build with data scientists, Google Meridian.

How is Odins different from Billy Grace?

Billy Grace is a tracking and attribution platform with marketing mix modeling blended into its UMM model, plus geo tests and a daily budget autopilot. Odins is a managed platform built for the budget decision: one Bayesian model per market with offline media and business drivers inside it, data flowing in daily, a monthly retrain checked against stored forecasts, and a person behind every recommendation. The full comparison, with sources, is on Odins vs Billy Grace.

Is there a Billy Grace alternative that models TV?

Yes. Odins puts TV, radio, OOH and print in the same Bayesian model as digital, next to pricing and promotions. Google Meridian can model offline channels too, if your team builds and maintains the model.

Can we keep our attribution tool and use Odins for the budget?

Yes. Attribution stays useful for optimizing inside each digital channel, and Odins does not replace it. The model sets the budget level and the split between channels, and results from geo tests you have run are taken into the model.

What does a Billy Grace alternative cost?

Billy Grace publishes its prices: from EUR 499 a month, set by monthly ad spend, with Enterprise priced on request. Most platforms on this list do not publish pricing, ours included. Odins is a subscription priced for the budget it optimizes, for companies with a marketing budget from EUR 1M to several hundred million a year, with the team included and no data science hires needed.

Talk to our team

Marketing spend, modeled like an investment.

A 30-minute walkthrough of the model, the priors and the verification, on your channels.

Book a demo