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Odins vs Marketscience

Marketscience is an independent marketing analytics consultancy with offices in New York and London, and since 2025 in Copenhagen. Its founder, Dr Peter Cain, publishes peer-reviewed research on how marketing works over the short and long term. Here is what Marketscience does well, and where a managed platform differs.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

Marketscience

Effectiveness consultancy

Research-ledlong-term effectsStudio software

At a glance

Side by side.

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

Odins

Marketscience

What it is

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

MarketscienceAn independent marketing analytics consultancy with its own MMM software, Marketscience Studio, and training for in-house teams

Methodology

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

MarketscienceDynamic hierarchical Bayesian econometrics, with a cointegrating VAR for long-term brand effects; BaseDynamics for short- and long-term effects

Cadence

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

MarketscienceStudio supports hourly data updates and weekly model refreshes, per their software page

Segment

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

MarketscienceGlobal and regional brands; named clients include Intel

Offline and drivers

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

MarketscienceOnline and offline marketing, paid and earned media, and promotions

Service model

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

MarketscienceConsulting engagements plus Studio software, with training to help in-house teams run analytics themselves

Long-term effects

OdinsCarryover per channel, with TV's pull-through on search and social over the following weeks counted as TV's effect

MarketscienceA research focus: published work on separating short-term sales lifts from long-term brand building

Cost

OdinsSubscription priced for the budget it optimizes

MarketscienceNot published

Time to value

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

MarketscienceNot stated publicly

Marketscience facts: market.science MMM software and BaseDynamics pages, read October 2026, and Marketscience's own announcements of its Copenhagen office (September 2025) and MASB membership (July 2025). Marketscience does not publish pricing or project timelines.

The honest read

Credit first: Marketscience puts peer-reviewed research behind its models.

Dr Cain's work on long-term advertising effects is peer-reviewed, and the firm puts it into practice with its own software. The method is published, so you can read it before you buy.

Peer-reviewed research on short- and long-term marketing effects, built into BaseDynamics
A dynamic Bayesian approach, with Studio developed together with Professor Siem Jan Koopman of VU Amsterdam
Studio software for data, modeling, reporting and budget simulation, with weekly refreshes possible
An academy that trains client teams to run the analytics themselves

The difference

Same respect for method, a different operating model.

Marketscience and Odins agree on more than they differ: Bayesian methods, offline media in the model, and respect for long-term effects. The difference is the operating model. Odins is one subscription that runs the whole chain for you: data in daily, scenarios and forecasts any time, and a reviewed recommendation with each monthly retrain, with the forecast record in view.

Priors set with your team in 2 to 3 working sessions, from spend history, digital saturation signals and structured interviews
Data collection and structuring included, with a first verified model 4 to 6 weeks from kickoff
Data flows in daily and scenarios and forecasts run any time, in the platform or from Claude via the Odins MCP; the retrain and reviewed recommendation are monthly
Forecasts stored before actuals arrive and checked at each retrain, with a subscription priced for the budget it optimizes

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 method seriously. The choice is between a research-led consultancy and a managed platform.

Choose Marketscience if

Long-term brand effects are the central question and you want a research partner on them
You want a consultancy that trains your own team to run MMM in-house over time
You are a global or regional brand buying a tailored engagement

Choose Odins if

You want budget size and allocation answered by a running system: data in daily, scenarios any time, a reviewed recommendation every month
Your market has one national weekly series, where priors set with your team carry the model
You want one subscription with data, model, review and verification included

The honest overlap

Both are Bayesian and both model offline media. Ask each provider to show one recommendation end to end: the data behind it, the priors, and how the last forecasts compared with actuals.

FAQ

Frequently asked questions.

Is Marketscience a marketing mix modeling company?

Yes. Marketscience is an independent marketing analytics consultancy focused on marketing mix modeling, brand measurement and attribution, with its own MMM software, Marketscience Studio, and the BaseDynamics approach for short- and long-term effects.

Does Marketscience work in the Nordics?

Yes. Marketscience opened a Copenhagen office in September 2025 to serve clients in Denmark, Sweden, Norway and Finland. Odins works with advertisers across markets too, with one model per market.

How much does Marketscience cost?

Marketscience does not publish pricing, and we do not publish a price list either. 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 Marketscience's approach Bayesian?

Yes. Its software page describes dynamic hierarchical Bayesian econometrics, plus a cointegrating VAR for long-term brand effects. Odins is Bayesian too. The difference between us is the operating model, not whether the maths is Bayesian.

Does Odins measure long-term brand effects?

Odins models carryover per channel, and TV's pull-through on search and social over the following weeks shows up as TV's effect. What your team believes about longer brand effects can go into the model as priors. Where long-term brand building is the central question, a research-led partner such as Marketscience goes deeper.

What are the best alternatives to Marketscience?

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