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Odins vs Pace
Pace, from Pace Predicts AB in Sweden, is an independent MMM practice that has worked on marketing mix modeling and forecasting since 2011, with more than 50 brands behind it. It sells speed, simplicity and data sovereignty. Here is what Pace does well, and where it differs from Odins.
Reviewed October 2026 · sources cited on this page
Odins
Managed marketing investment platform
Pace
Independent MMM consultancy
At a glance
Side by side.
The short version of the whole page. Details and sources below.
Pace facts: pacepredicts.com home, About MMM and Vision pages, read October 2026. Pace does not state its statistical method, update cadence, pricing or timelines publicly.
Credit first: Pace makes MMM easy to act on.
Pace has done marketing mix modeling in Sweden since 2011, for more than 50 brands, from global names to challengers. Its client cases take on the questions marketing leaders actually argue about, grounded in marketing science.
- Fifteen years of MMM and forecasting, across global brands, challengers and nonprofits
- Clear answers to hard questions: reach versus conversions, price promotions, going dark, baseline sales
- Your data stays yours, and you choose your own tools and partners
- A simple decision frame per channel: persist, accelerate, change or exit
MMM as a system, with a team behind it.
Pace brings a seasoned modeler's judgment to your questions. Odins runs MMM as a system: data integration and structuring, one Bayesian model per market, a monthly retrain on data that arrives daily, and a person reviewing every recommendation. Scenarios and forecasts are there whenever the next question comes up.
- Data integration and structuring included, with data flowing in daily
- 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 posteriorA tight range is a decision. A wide range is a test plan, with cost boundaries.
The choice
Who should choose which.
Both treat marketing as an investment and both answer with what the model shows. The choice is about how you want the work delivered.
Choose Pace if
- You want a senior, independent modeler to answer specific questions about your mix
- Data sovereignty and a free choice of tools and partners come first for you
- Your agency or team runs the plans, and you want MMM evidence to guide them
Choose Odins if
- You want MMM running every month, with data integration and model upkeep included
- You want to run scenarios and forecasts yourself, any time, in the platform or from Claude
- You want forecasts checked against actuals at every retrain, and a person behind every recommendation
The honest overlap
We overlap on the questions: what marketing is worth, where the next unit of spend should go, and what happens if you cut. Pace answers them as an independent advisor. Odins answers them with a managed platform that keeps running between questions. Ask each how the answer will be updated next quarter.
Frequently asked questions.
Who is behind Pace?
Pace Predicts AB is an independent MMM company in Sweden, founded and led by Rikard Wiberg. It has worked on marketing mix modeling and forecasting since 2011, and says it has worked with more than 50 brands.
Is Pace a marketing mix modeling platform?
Pace describes itself as independent MMM experts delivering marketing mix modeling and forecasting, and presents the work as consultancy rather than as a software product. It does not state its statistical method publicly. Odins is a managed platform: one Bayesian model per market, scenarios and forecasts you run yourself, and a team that maintains the model.
How much does Pace cost?
Pace does not publish prices. It describes its work as affordable, at a fraction of the cost of traditional approaches. 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.
How often is the model updated at Odins?
Data flows into Odins daily, and scenarios and forecasts can be run any time, in the platform or from Claude via the Odins MCP. The model retrain, and the reviewed recommendation that follows it, is monthly. Pace does not state an update cadence publicly.
How long does it take to get a first model?
Pace names speed as a core principle but does not publish a 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 Pace?
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 Pace 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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