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Odins vs Nepa

Nepa is a Stockholm-based marketing research company that runs brand tracking, campaign measurement and a continuous marketing mix model side by side. Here is how it compares with Odins: what Nepa does well, and where the two differ when the question is how much to spend and where.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

Nepa

Marketing research company

Brand trackingcontinuous MMMresearch consultancy

At a glance

Side by side.

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

Odins

Nepa

What it is

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

NepaA marketing research company: brand tracking, campaign measurement and a continuous marketing mix model, combined as Nepa Trinity

Methodology

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

NepaBespoke models with what Nepa calls dynamic estimation, short- and long-term effects per media; statistical method not stated publicly

Cadence

OdinsData flows in daily, monthly retrain and reviewed recommendation; scenarios and forecasts any time

NepaNew data integrated weekly or monthly, with refreshed results within days of each update, per their MMM page

Segment

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

NepaMore than 300 blue-chip clients a year across FMCG, finance, retail, pharma, telecom and more; smaller brands also served

Offline and drivers

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

NepaOffline media, promotions and pricing, with weather, holidays, salary weeks and inflation always included, per their MMM page

Service model

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

NepaFrom a self-service dashboard tier to tiers with dedicated experts, quarterly management reports and a yearly big-room meeting

Verification

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

NepaModels continuously recalibrated as new data arrives; how forecasts are checked against actuals is not stated publicly

Access

OdinsThe platform, plus the Odins MCP to question the model from Claude

NepaAn interactive dashboard with ROI, sales contribution and budget scenarios

Cost

OdinsSubscription priced for the budget it optimizes, team included

NepaPackages listed on their MMM page, from a self-service tier to enterprise on request

Time to value

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

NepaInitial build time not stated; at least 2 to 3 years of history on media spend, promotions and sales required

Nepa facts: nepa.com home, MMM, pricing and about pages, and Nepa's October 2024 release on continuous MMM, read October 2026. Nepa does not state its statistical method publicly.

The honest read

Credit first: Nepa ties brand research to sales.

Nepa starts from consumer research and connects it to the sales line. Brand tracking KPIs act as a proxy for brand equity in its model, so brand spend can be given a value in sales.

Brand tracking, campaign measurement and MMM from one research house, combined as Nepa Trinity
Short- and long-term effects estimated per media, with brand KPIs as a proxy for brand equity
Real research scale: more than 7,500 brands and campaigns tracked daily in more than 50 markets, by their count
A move from MMM projects to a continuous model, launched in 2024

The difference

One model per market, checked against what happened.

Nepa brings research depth to marketing effectiveness. Odins is built around one decision: how much to spend and where. One Bayesian model per market, priors set with your team, data flowing in daily and a monthly retrain checked against forecasts made before the actuals arrived.

The method is stated: Bayesian MMM with priors set in 2 to 3 working sessions from your spend history, digital saturation signals and structured interviews
Forecasts stored before actuals arrive and checked at every retrain, so the model's record is there to inspect
Data flows in daily, a person reviews every monthly recommendation, and scenarios and forecasts are yours to run any time, in the platform or from Claude via the Odins MCP
Results from lift and geo tests you have run are taken into the model, and a structured test is proposed when the model is uncertain about a channel

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 model media and sales continuously. The fit depends on whether consumer research or the budget model sits at the center.

Choose Nepa if

Brand tracking and consumer research are the center of your measurement program
You want brand health, campaign results and MMM from the same research partner
Long-term brand effects per media are the first question you need answered

Choose Odins if

The budget decision comes first: how much to spend, and the split across online and offline media
You want the method and the priors stated, and forecasts checked against actuals at every retrain
You want the model run for you, with a person behind every recommendation and scenarios you run yourself any time

The honest overlap

We overlap more than the labels suggest: both include offline media and business drivers, both update continuously, both offer budget scenarios. Nepa's consumer research is a field of its own. The useful test is to ask each provider to walk through the model behind one recommendation, method and verification included.

FAQ

Frequently asked questions.

Is Nepa a marketing mix modeling company?

Nepa is a marketing research company, and marketing mix modeling is one of its core products next to brand tracking and campaign measurement. Since 2024 it has offered a continuous MMM, with new data integrated weekly or monthly. Odins is a marketing investment platform built around MMM: one Bayesian model per market for budget size and allocation.

What method does Nepa's marketing mix model use?

Nepa describes bespoke models with dynamic estimation and short- and long-term effects per media, but does not state the statistical method publicly. Odins is Bayesian end to end. The priors are set with your team in 2 to 3 working sessions, and you can see them.

How much does Nepa's marketing mix modeling cost?

Nepa's MMM page lists packages from a self-service dashboard tier up to enterprise on request, so ask Nepa for a current quote. 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.

Can we keep our brand tracker and use Odins for the budget?

Yes. A brand tracker and a marketing mix model answer different questions, and they work side by side. Odins models the budget decision with TV, radio, OOH and print in the same model as digital, next to pricing and promotions. Results from lift and geo tests you have run are taken into the model.

Nepa vs Odins: which fits a company that sells in one national market?

If brand health is the main question, Nepa's research is built for it. If the question is how much to spend and where, Odins fits: priors set with your team carry the model when one national weekly series is all the data there is, and the model is retrained monthly on data that flows in daily.

What are the best alternatives to Nepa?

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