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Odins vs Billy Grace
Billy Grace is an Amsterdam marketing intelligence platform for ecommerce and lead generation brands: first-party tracking, attribution that blends multi-touch attribution with marketing mix modeling techniques, geo holdout tests and a daily budget autopilot. Here is what Billy Grace does well, and where it differs from Odins.
Reviewed October 2026 · sources cited on this page
Odins
Managed marketing investment platform
Billy Grace
Attribution and measurement platform
At a glance
Side by side.
The short version of the whole page. Details and sources below.
Billy Grace facts: billygrace.com home, attribution, incrementality testing, pricing and about pages, read October 2026. Billy Grace does not state the inference method behind UMM or a model refresh cadence publicly.
Credit first: Billy Grace built a full stack for online teams.
Three online marketers founded Billy Grace in 2022, and the team page now shows more than 40 people. Tracking, attribution, testing and automation sit in one product, with prices on the website. For a brand that sells online, that is a lot of tooling in one place.
- First-party tracking that keeps clicks, impressions and conversions in your own data
- UMM blends click-level attribution with marketing mix modeling, so impressions and seasonality count too
- Geo holdout tests with a synthetic control, which report a confidence interval and can come back inconclusive
- Published pricing, an MCP and an AI agent that answers questions on the data
The budget question, with every channel in the model.
Billy Grace starts from tracking and attribution and works toward the budget, one day and one ad at a time. Odins starts from the budget: how much to spend and where, answered by one Bayesian model per market with offline media and business drivers inside it, data flowing in daily, and a person reviewing every recommendation.
- TV, radio, OOH and print in the same model as digital, next to pricing and promotions
- Priors set in 2 to 3 working sessions from spend history, digital saturation signals and structured interviews
- We stop at budget levels: bidding and ad-level changes stay with the ad platforms, which see more real-time signal than any external model
- A monthly retrain on data that arrives daily, checked against forecasts stored before the actuals, with scenarios any time in the platform or from Claude via the Odins MCP
Channel contribution, 80% ranges
from the posteriorA tight range is a decision. A wide range is a test plan, with cost boundaries.
The choice
Who should choose which.
Both measure beyond the last click and both test incrementality. The fit depends on where you sell and which decision you need the model for.
Choose Billy Grace if
- You sell mainly online, and click-level attribution is what your team works from every day
- You want tracking, attribution and a budget autopilot in one tool at published prices
- Daily shifts between campaigns and ads inside the digital channels are your main lever
Choose Odins if
- TV, radio, OOH or print carry real budget and need to sit inside the model
- The first question is the size of the budget and the split between channels
- You want a person behind every recommendation and forecasts checked against actuals
The honest overlap
We overlap on measuring beyond the last click and on incrementality testing, and both can be questioned from an AI assistant. Billy Grace goes deeper into the click path and the ad accounts. Odins goes deeper on the budget model. Ask each to show the uncertainty range behind one budget recommendation.
Frequently asked questions.
Does Billy Grace do marketing mix modeling?
In part. Billy Grace's UMM integrates multi-touch attribution with marketing mix modeling, so impressions and external factors like seasonality are measured next to clicks. It is presented as part of the attribution product rather than as a standalone marketing mix model, and the inference method is not stated publicly. Odins is built around the marketing mix model: one Bayesian model per market for budget size and allocation.
How much does Billy Grace cost?
Billy Grace publishes its prices, set by monthly ad spend: from EUR 499 a month for under EUR 25,000 in monthly ad spend, up to EUR 3,250 a month on the Professional plan for under EUR 250,000, with Enterprise priced on request. Ecommerce, BigQuery and CRM integrations are EUR 99 add-ons. 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.
Can Billy Grace measure TV and other offline media?
The product pages describe digital tracking and attribution, and one customer case tracks radio and DOOH as upper-funnel channels. TV is not mentioned. In Odins, TV, radio, OOH and print sit in the same model as digital, measured on spend and delivery rather than clicks, next to pricing and promotions.
Billy Grace's autopilot moves budget every day. Why does Odins not?
Daily shifts inside the digital channels are a reasonable feature for an online team. Odins works one level up: the size of the budget and the split between channels, including the ones without clicks. Inside each channel, the ad platforms run bidding on more real-time signal than any external model sees, so we leave that to them. Data still flows into Odins daily, and scenarios and forecasts are yours to run any time; the retrain and the reviewed recommendation are monthly.
Can we keep Billy Grace and use Odins for the budget?
Yes. Attribution stays useful for optimizing inside the digital channels, and Odins does not replace it. Odins sets the budget level and the split between channels, and results from geo holdout tests you have run are taken into the model.
What are the best alternatives to Billy Grace?
It depends on what you need from the model. We compared five options, with sources and who each one fits, on a separate page: the best Billy Grace alternatives. Odins is on the list, and we say so up front.
Marketing spend, modeled like an investment.
A 30-minute walkthrough of the model, the priors and the verification, on your channels.
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