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Odins vs Magpie

Magpie Technology is a Dutch measurement partner founded by two Coolblue alumni: custom models that combine attribution, marketing mix modeling and experiments, with a senior data scientist working inside your team. Here is what Magpie does well, and where it differs from Odins.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

Magpie

Measurement partner

Custom modelsincrementality-firstdata science as a service

At a glance

Side by side.

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

Odins

Magpie

What it is

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

MagpieA measurement partnership: custom models plus marketing data scientists who work as an extension of your team

Methodology

OdinsBayesian MMM end to end, one model per market, priors set with your team

MagpieAttribution, MMM and experiments cross-validating each other; their case studies list Bayesian MMM and geo-testing

Cadence

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

MagpieWeekly sessions with your data scientist; model refresh cadence not stated publicly

Segment

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

MagpieFast-growing companies in ecommerce, retail, B2B and omnichannel; their price calculator spans media budgets from under EUR 500,000 to over EUR 25 million

Offline and drivers

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

MagpieTV named among the channels measured; margins, return rates and seasonal peaks built into custom models

Service model

OdinsFully managed: data integration, model build and maintenance, and a person reviews every recommendation

MagpieData science as a service: you work day to day with the senior specialist who writes your code

Experiments

OdinsTest results taken into the model; structured tests proposed when a channel is uncertain

MagpieCentral to the method: spend raised or stopped in a region or channel, and incremental results can be sent to Google and Meta

Verification

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

MagpieSeveral measurement methods cross-validate each other, per their description

Cost

OdinsSubscription priced for the budget it optimizes

MagpieYou pay for the modeling capacity you use, not a fee on your marketing budget; quotes on request

Time to value

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

MagpieTimeline not stated publicly

Magpie facts: magpietechnology.com home, features, pricing, about and case study pages, read October 2026. Magpie does not publish prices, a model refresh cadence or an onboarding timeline.

The honest read

Credit first: Magpie brings the client-side view.

Magpie's founders measured marketing from inside two of the most data-driven companies in the Netherlands, Coolblue among them, and built the partner they wished they had. The result is incrementality work done close to the business, by people who write the code themselves.

Incrementality first: the question is which customers would have bought anyway
Custom models built around your margins, return rates and seasonal peaks
A senior data scientist in weekly sessions, and in board meetings when needed
Pricing tied to modeling capacity, not to a share of your media budget

The difference

One model for the budget, run as a system.

Magpie combines several measurement methods with a data scientist who reads them alongside you. Odins puts the evidence into one Bayesian model per market and runs it as a system: data flowing in daily, a monthly retrain checked against stored forecasts, and a person reviewing every recommendation before you see it.

One model, one answer: results from your tests and platform signals enter as priors instead of being reconciled across methods
Priors set in 2 to 3 working sessions from spend history, digital saturation signals and structured interviews
TV, radio, OOH and print in the same model as digital, next to pricing and promotions
Forecasts stored before actuals arrive and checked at each retrain, with scenarios you run any time in the platform or from Claude via the Odins MCP

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.

Both take incrementality seriously and both put people next to the model. The difference is in how the evidence is combined and how the work is organized.

Choose Magpie if

You want a data scientist embedded in your team, writing models around your business logic
Touch-based attribution and channel experiments are already part of how you work
You sell online or omnichannel and want customer lifetime value modeled next to media

Choose Odins if

You want one model per market that sets the size of the budget and the split between channels
TV, radio, OOH or print carry real budget next to digital
You want a platform you can question any time, with forecasts checked against actuals at every retrain

The honest overlap

We overlap on what matters most: both measure incremental effect rather than clicks, both use experiments, and both put an expert next to the numbers. Magpie leans on several methods and a close partnership. Odins leans on one Bayesian model run as a system. Ask each to walk through one budget recommendation and the evidence behind it.

FAQ

Frequently asked questions.

Is Magpie Technology a marketing mix modeling company?

Partly. Magpie combines touch-based attribution, marketing mix modeling on historical data and experiments, and its case studies list Bayesian MMM and geo-testing. It positions itself as incrementality-first, with a data scientist working inside your team. Odins is built around the marketing mix model: one Bayesian model per market for budget size and allocation.

How much does Magpie cost?

Magpie does not publish prices. Its pricing page says you pay for the modeling capacity you use, not a fee on your marketing budget, and offers an estimate calculator and custom quotes. 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.

Who founded Magpie Technology?

Thijs Keusters and Steef Steggerda, both previously at Coolblue, with earlier roles at Picnic and My Jewellery between them. They describe Magpie as the partner they wished they had when they sat on the client side.

Does Odins use attribution and experiments too?

Odins is MMM. Results from lift tests, geo tests and other incrementality tests you have run are taken into the model, and attribution stays useful for optimizing inside each channel. Where the data cannot resolve a channel, we say so and propose a structured test, often a pulse test, with the expected cost stated up front.

How long does it take to get started?

Magpie does not state an onboarding timeline. Odins delivers the first verified model in 4 to 6 weeks from kickoff, data collection and structuring included. 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.

What are the best alternatives to Magpie?

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