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Odins vs MarketingIQ

MarketingIQ is a London consultancy, founded in 2024 by a former agency board director, that builds R-coded marketing mix models for agencies and brands, often under the agency's own name. Here is how it compares with Odins: what MarketingIQ does well, and where a flat-fee model and a managed platform differ.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

MarketingIQ

White-label MMM consultancy

R-coded MMMagencies and brandsflat fees

At a glance

Side by side.

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

Odins

MarketingIQ

What it is

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

MarketingIQA technical consultancy offering white-label MMM, customer analytics, influencer measurement and training

Methodology

OdinsBayesian MMM end to end, priors set with your team, saturation curves that shift over time

MarketingIQBespoke models in open R code, with time-series analysis and Bayesian regression, by their site

Cadence

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

MarketingIQNot stated publicly; models are priced as flat-fee builds

Segment

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

MarketingIQIndependent agencies and brands; reports and code can carry the agency's brand

Offline and drivers

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

MarketingIQFull-funnel MMM across media, with seasonality, climate, competitors and the economy as context

Deliverables

OdinsBudget size and allocation, with scenarios and forecasts in the platform or from Claude via the Odins MCP

MarketingIQThe flat fee covers data sourcing through modeling and reporting, budget optimization and scenario planning

Human review

OdinsA person reviews every recommendation before you see it

MarketingIQThe principal works hands-on, from the brief and data collection to modeling and advice

Cost

OdinsSubscription priced for the budget it optimizes

MarketingIQPublished 2026 fees: MMM Lite £5k to £10k, Full Funnel MMM £10k to £25k, Media Mix Optimisation £2k to £5k

Time to value

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

MarketingIQNot stated publicly

MarketingIQ facts: marketingiq.co.uk home, MMM, MMM costs, consultant and case study pages, read October 2026. MarketingIQ does not state its delivery timeline or update cadence publicly.

The honest read

Credit first: senior MMM experience at a published price.

MarketingIQ's principal has 25 years in measurement and data science, including board roles at Omnicom and Interpublic agencies and a global data science role at WPP. MarketingIQ also publishes what a model costs.

Open, auditable R code, with no black box between you and the model
Published flat fees, from £5k for a light model to £25k for full-funnel MMM
Built to sit behind an agency's brand, with reports and code delivered under its name
Customer analytics and influencer measurement from the same consultancy

The difference

A model you subscribe to, retrained every month.

MarketingIQ builds a bespoke model for a flat fee, and its site does not state how often models are updated. Odins is a running system: data flows in daily, scenarios and forecasts run any time, and the model is retrained monthly with a recommendation a person reviews before it reaches you.

Data integration and structuring included, then data flowing in daily
Priors set with your team in 2 to 3 working sessions, from spend history, digital saturation signals and structured interviews
Forecasts stored before actuals arrive and checked at every monthly retrain
Scenarios and forecasts 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 build Bayesian models with budget optimization. The choice is about budget, rhythm and whose name is on the work.

Choose MarketingIQ if

You are an agency that wants MMM delivered under your own brand
You want a single model or an occasional one, at a published flat fee
You want the model code in R, open for your own analysts to audit

Choose Odins if

You want the model retrained monthly on data that flows in daily, with scenarios and forecasts you run any time
TV, radio, OOH and print carry real budget, next to pricing and promotions
You want a team behind every recommendation, and forecasts checked against actuals

The honest overlap

Both of us show the working instead of hiding it. The difference is rhythm and scale: a flat-fee build you can audit, or a model fed daily, retrained and reviewed every month, with scenarios and forecasts any time. Ask each of us what happens to the model six months after delivery.

FAQ

Frequently asked questions.

What is MarketingIQ?

MarketingIQ is a London analytics consultancy, launched in June 2024, that calls itself a white-label analytics department for agencies and brands. It builds bespoke marketing mix models in R, and also offers customer analytics, influencer measurement and MMM training.

How much does MarketingIQ cost?

MarketingIQ publishes its 2026 fees: £5k to £10k for an MMM Lite model, £10k to £25k for full-funnel MMM and £2k to £5k for Media Mix Optimisation. 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.

Is MarketingIQ Bayesian?

MarketingIQ's site describes time-series analysis and Bayesian regression in R. Odins is Bayesian end to end, with priors set with your team in 2 to 3 working sessions before the model sees your data.

Is a one-time marketing mix model enough?

For a first read on how channels perform, often yes. A model describes the period it was built on, and media, prices and competitors keep changing after that. Odins retrains every model monthly on data that flows in daily, and scenarios and forecasts can be run any time between retrains.

How long does a first model take?

MarketingIQ does not state a timeline publicly. Odins delivers a first verified model 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 MarketingIQ?

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