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Odins vs INCRMNTAL
INCRMNTAL measures incrementality without user-level data or holdout experiments, by treating each change in your marketing as a micro-experiment. Much of its customer list is in mobile apps and gaming. Here is what INCRMNTAL does well, and where the two platforms differ when the question is how much to spend and where.
Reviewed October 2026 · sources cited on this page
Odins
Managed marketing investment platform
INCRMNTAL
Incrementality measurement
At a glance
Side by side.
The short version of the whole page. Details and sources below.
INCRMNTAL facts: incrmntal.com home, platform, media mix modeling, GeoLift, pricing and about pages, read October 2026, and coverage of its 2022 seed round. INCRMNTAL does not publish its statistical method in detail.
Credit first: INCRMNTAL made incrementality practical.
Holdout tests take weeks and cost budget, so teams can only run a few of them. INCRMNTAL's answer is to measure the changes you make anyway, from bid changes to new channels, without pausing anything.
- Every marketing change treated as a micro-experiment, with no campaigns paused and no audiences split
- Privacy-safe by design: no SDK, pixels or user-level data
- Pricing that does not rise with your ad spend, by their pricing page
- Deep roots in mobile apps and gaming, across iOS, Android, web and CTV
From measured changes to the size of the budget.
INCRMNTAL measures the incremental effect of what you changed, close to real time. Odins answers the standing budget question: how much to spend in total and how to split it, with offline media and business drivers in one Bayesian model per market and a forecast record you can check.
- Total budget size and allocation with confidence ranges, from saturation curves estimated across your whole history
- Priors set with your team in 2 to 3 working sessions, from spend history, digital saturation signals and structured interviews
- TV, radio, OOH and print next to digital, with pricing and promotions in the same model and data collection included
- Forecasts stored before actuals arrive and checked at every monthly retrain on data that flows in daily, with a person behind every recommendation
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 incremental effect without user-level tracking. The fit depends on whether you need fast reads on changes, or a standing model of the whole budget.
Choose INCRMNTAL if
- You run mobile apps or games and want fast reads on bid, creative and channel changes
- You want incrementality without pausing campaigns or running holdouts
- Your spend is mostly digital, across app stores, web and CTV
Choose Odins if
- The question is the size of the total marketing budget and its split across channels
- TV, radio, OOH or print carry real budget, next to pricing and promotions
- You want forecasts checked against actuals and a person reviewing every recommendation
The honest overlap
Both of us measure from aggregate data, privacy-safe, and both answer in marginal returns. The test that separates us is simple: ask each vendor for a forecast of next quarter's revenue at two budget levels, and how its last forecast held up.
Frequently asked questions.
Is INCRMNTAL a marketing mix model?
Not in the traditional sense, and INCRMNTAL says so. It calls itself an AI-driven alternative to MMM: it detects changes in your marketing and measures their incremental effect with causal data science, without fitting a traditional model. It also offers a media mix modeling module and GeoLift. Odins is a Bayesian marketing mix model, built for budget size and allocation.
How much does INCRMNTAL cost?
INCRMNTAL does not publish prices. Its pricing page describes a subscription not tied to ad spend, with SMB, Pro and Enterprise plans that differ by KPIs, channels, countries and users. 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.
INCRMNTAL measures within minutes. What do the 4 to 6 weeks include?
The two measure different things. INCRMNTAL reads changes in data you already connect. Odins builds one model of the whole budget, so the 4 to 6 weeks from kickoff include collecting and structuring the data, offline media included, and setting priors with your team. Vendors who quote shorter timelines usually count from the day your data is already collected and prepared, and often do not offer data collection at all. After that, data flows in daily and scenarios and forecasts can be run any time; the model is retrained monthly.
Do we need experiments to use Odins?
No, but they help. Results from lift, geo and incrementality tests you have run are taken into the model. Where the data cannot resolve a channel, the reviewed recommendation proposes a structured test, often a pulse test, with the expected cost stated up front.
Can Odins and INCRMNTAL be used together?
Yes. Incrementality results from tools like INCRMNTAL can inform the priors in an Odins model, as any lift or geo test result can. INCRMNTAL then reads the changes you make, and Odins sizes and splits the budget.
What are the best alternatives to INCRMNTAL?
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 INCRMNTAL alternatives. Odins is on the list, and we say so up front.
Marketing spend, modeled like an investment.
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