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Odins vs Ebiquity

Ebiquity is a publicly listed media investment consultancy: media audits, agency selection, contract compliance and marketing mix modelling for more than 70 of the world's top 100 advertisers. Odins is built for one decision: how much to spend on marketing, and where. Here is how they compare, with sources.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

Ebiquity

Media investment consultancy

Econometric MMMMedia auditsTop 100 advertisers

At a glance

Side by side.

The short version of the whole page. Details and sources below.

Odins

Ebiquity

What it is

OdinsA managed marketing investment platform: data, model, recommendations and a team behind them

EbiquityA publicly listed advisory firm for media investment: agency selection, media audits, contract compliance and marketing effectiveness

Methodology

OdinsBayesian MMM end to end, one model per market, priors set with your team in 2 to 3 working sessions

EbiquityEconometric modelling that draws on several techniques per question; inference method not stated publicly

Cadence

OdinsDaily data flow, monthly retrain and reviewed recommendation; scenarios and forecasts any time

EbiquitySet by the client's needs, data readiness and decision cycles, with always-on or high-frequency refresh possible

Drivers

OdinsTV, radio, OOH and print plus pricing and promotions in the same model as digital

EbiquityMedia, pricing, promotions, distribution, competitors, seasonality and external factors

Delivery

OdinsA platform with a team inside it: data integration, model maintenance and a person reviewing every recommendation

EbiquityConsultants plus a proprietary interactive platform with scenario tools and optimisation

Tests

OdinsLift and geo test results taken into the model; structured tests proposed where the model is uncertain

EbiquityMMM designed to sit next to attribution, brand tracking and incrementality testing

Segment

OdinsAdvertisers across industries, from EUR 1M to several hundred million a year in marketing budget

EbiquityMore than 70 of the world's top 100 advertisers; over 100 billion dollars of media spend analysed a year across 110 markets

Verification

OdinsForecasts stored before actuals arrive, checked at each monthly retrain, visible in the platform

EbiquityNot stated publicly

Cost

OdinsSubscription priced for the budget it optimizes, team included

EbiquityNot published

Time to value

OdinsFirst model in 4 to 6 weeks from kickoff, data collection and structuring included

EbiquityNot stated publicly

Ebiquity facts: ebiquity.com home, marketing mix modelling and AI information pages, read October 2026. Ebiquity does not state its inference method or pricing publicly.

The honest read

Credit first: Ebiquity knows what media really costs.

Ebiquity analyses more than 100 billion dollars of media spend a year across 110 markets, for more than 70 of the world's top 100 advertisers. That view of media pricing and agency performance is hard to match.

Media auditing and benchmarking in the same firm, so effectiveness work sits next to media pricing
Econometric models that include distribution, competitors and seasonality next to media, pricing and promotions
Scenario planning and budget optimisation built around commercial constraints, by its own description
More than 650 people in 18 offices, from London and Paris to New York, Sydney and Singapore

The difference

Effectiveness as a product, priced as a subscription.

Ebiquity advises the largest advertisers across agencies, contracts and effectiveness. Odins is a platform built around one question: how much to spend on marketing and where. The team, the data integration and the model maintenance come with the subscription.

Bayesian end to end, with priors set in 2 to 3 working sessions from spend history, digital saturation signals and structured interviews
Data flows in daily, the model is retrained monthly, and scenarios and forecasts are yours to run any time, in the platform or from Claude via the Odins MCP
Test results you have run are taken into the model itself, and a structured test is proposed when it is uncertain about a channel
Forecasts stored before actuals arrive and checked at each retrain, 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.

The choice

Who should choose which.

Start from the scope you are buying.

Choose Ebiquity if

You want media audits, agency selection and contract compliance from the same firm as your effectiveness work
You are a global advertiser that needs one methodology applied across many markets
Brand tracking and media benchmarking need to sit next to the MMM

Choose Odins if

The main question is budget size and the split across channels, per market
You want data flowing in daily, scenarios you run yourself any time and a reviewed recommendation each month
You want a subscription priced for the budget it optimizes, with the team included

The honest overlap

Both of us model media next to pricing and promotions, both offer scenarios and optimisation, and both treat tests as part of the evidence. Ask each to open the model behind one recommendation, priors and forecast record included.

FAQ

Frequently asked questions.

Does Ebiquity do marketing mix modelling?

Yes. Marketing mix modelling (econometrics) is part of Ebiquity's Grow practice, next to marketing effectiveness measurement and brand equity analytics. Ebiquity is also known for media audits, agency selection and contract compliance work.

Is Ebiquity's MMM Bayesian?

Ebiquity's public pages describe econometric modelling that draws on several techniques but do not name the inference method, so we will not put a label on it. It is a fair question to ask any vendor, us included. Our answer: Bayesian end to end, with priors set together with you.

How often does Ebiquity update its models?

Ebiquity says the right cadence depends on business needs, data readiness and decision cycles, and that an always-on or high-frequency approach lets models refresh more often. At Odins, data flows in daily and scenarios and forecasts can be run any time; the model is retrained monthly and a person reviews each recommendation.

How much does Ebiquity cost?

Ebiquity does not publish pricing for its marketing mix modelling. 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 we use Ebiquity and Odins together?

Yes, the scopes differ. Media audits, agency selection and contract compliance are not what Odins does. Odins sizes the marketing budget and allocates it across channels, with one Bayesian model per market.

What are the best alternatives to Ebiquity?

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 Ebiquity alternatives. Odins is on the list, and we say so up front.