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Odins vs Measured
Measured made its name on incrementality testing and now also sells a media mix model calibrated by those tests. Odins starts from the model and takes test results into it. Here is what Measured does well, and where the two differ.
Reviewed October 2026 · sources cited on this page
Odins
Managed marketing investment platform
Measured
Marketing effectiveness platform
At a glance
Side by side.
The short version of the whole page. Details and sources below.
Measured facts: measured.com home, media mix modeling and incrementality testing pages, read October 2026. Measured does not publish pricing or name its modeling technique.
Credit first: Measured made testing routine.
Founded in 2017, Measured has built its business on incrementality experiments for enterprise brands, and its media mix model is built to learn from them. For a team that wants tests at the center of measurement, that pairing is strong.
- Automated geo and audience split tests, with design and calibration built in
- A media mix model that takes test results in as causal priors
- Works next to an MMM you already run, in-house or third party, without replacing it
- Benchmarks and a media plan optimizer beside the model
Start from the budget, then test what the model cannot tell.
Measured leads with experiments and builds the model around them. Odins starts from one Bayesian model per market for the whole budget, offline media included, and proposes a test where the model is uncertain. Both take tests seriously. The order matters most where splitting a country into test regions is hard.
- Budget size first: one model per market answers how much to spend before which channel to test
- Priors set in 2 to 3 working sessions from spend history, digital saturation signals and structured interviews, which carries markets with one national weekly series
- TV, radio, OOH and print next to pricing and promotions in the same model
- A structured test proposed when the model is uncertain about a channel, with the expected cost stated and the result taken back into the model. You can question the model any time from Claude via the Odins MCP
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 platforms build a model and both use tests. Judge them on the decision you need to make.
Choose Measured if
- Experiments are the heart of your measurement program and you want them automated
- Your market is large enough to split into many matched test regions
- You already run an MMM and want tests to calibrate it without replacing it
Choose Odins if
- Your first question is how big the budget should be, then how to split it
- TV, radio, OOH or print carry real budget and belong inside the model
- You want a person to review every recommendation, and scenarios you run yourself any time
The honest overlap
Both use tests and both build a model. The difference is which comes first. Ask each vendor what the model recommends for a channel you have never tested, and how sure it is.
Frequently asked questions.
Is Measured a marketing mix model?
Yes, Measured sells one. It describes a causal media mix model that takes its incrementality tests in as causal priors and can be updated weekly, monthly or quarterly. The company's roots are in geo and audience split experiments, and testing is still at the center of the product.
How much does Measured cost?
Measured does not publish pricing on its website. 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.
Which fits a market where geo tests are hard to run?
A geo test needs enough comparable regions to split. In a country with one dominant city and a handful of regions, that gets hard and slow. Odins sets priors with your team from spend history, digital saturation signals and structured interviews, so the model can carry the budget decision, and proposes a pulse test where it needs one: spend switched on and off over time, which works at national level.
Can Odins use the incrementality tests we have already run?
Yes. Results from lift tests and geo tests, including tests run on Measured, are taken into the model. If you are planning a test, tell us beforehand so we can give input on the design.
Does a marketing mix model replace incrementality testing?
No. A model learns from variation in your spend, and where a channel has never varied, the range stays wide. A structured test narrows it. Odins says where that is, proposes the test and its expected cost, and the result goes back into the model.
What are the best alternatives to Measured?
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 Measured alternatives. Odins is on the list, and we say so up front.
Marketing spend, modeled like an investment.
A 30-minute walkthrough of the model, the priors and the verification, on your channels.
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