Compare

Odins vs Penetrace

Penetrace is a marketing intelligence platform from Oslo, founded by advertisers, and its no-code studio, Penelytics, builds marketing mix models next to creative testing and funnel tracking. Here is how it compares with Odins: what Penetrace does well, and where the two differ.

Book a demo See the comparison

Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

Penetrace

Marketing intelligence platform

Creative testingfunnel monitoringMMM studio

At a glance

Side by side.

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

Odins

Penetrace

What it is

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

PenetraceA marketing intelligence platform: creative testing, funnel monitoring and a no-code studio for marketing mix models

Methodology

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

PenetraceMachine learning on live data, independent of cookies and personal data, per their site; statistical method not stated publicly

Who builds the model

OdinsOur team: data integration, model build and maintenance, and a person reviews every recommendation

PenetraceYour team, in the Penelytics studio, with training and consulting available; Penetrace says you need statistical competence and an understanding of data

Cadence

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

PenetraceRun your models as often as you make decisions, by their description; clients monitor execution monthly

Outputs

OdinsBudget size and allocation with confidence ranges, plus scenarios and forecasts

PenetraceA sales waterfall with all drivers, cost-to-revenue per channel, and optimal media spend and allocation

Offline and drivers

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

PenetraceBudget allocation across online and offline channels, per their site, with input from any data source

Beyond MMM

OdinsResults from tests you run are taken into the model; structured tests proposed when a channel is uncertain

PenetraceCampaign pre- and post-tests with panel providers and benchmarks, plus brand and funnel tracking

Verification

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

PenetraceNot stated publicly

Cost

OdinsSubscription priced for the budget it optimizes, team included

PenetracePricing not stated publicly

Time to value

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

PenetraceNo set-up needed for the studio, per their site, with onboarding workshops; model timeline not stated

Penetrace facts: penetrace.com home, platform, services and story pages, read October 2026. Penetrace does not state its statistical method or pricing publicly.

The honest read

Credit first: Penetrace was built by advertisers.

Penetrace started in 2005, when a group of advertisers wanted a systematic way to learn from their campaigns and brands. The platform still reads that way: made for marketing teams, and used by a few hundred brand owners, by their account.

Creative testing, brand and funnel tracking and marketing mix models in one platform
Campaign reviews benchmarked against earlier campaigns, more than 20,000 of them over 15 years, by their count
Media attribution run as an ongoing process instead of a yearly project
Modeling that does not depend on cookies or personal data

The difference

Built for the budget decision, in markets with thin data.

Penetrace gives marketing teams a broad toolbox, with a studio to build marketing mix models themselves. Odins puts its weight on one thing: one Bayesian model per market for budget size and allocation, priors set with your team, data flowing in daily and a monthly retrain checked against forecasts made before the actuals arrived.

Priors set in 2 to 3 working sessions from spend history, digital saturation signals and structured interviews, which carries a model when one national weekly series is all the data there is
The method is stated: Bayesian MMM end to end, with confidence ranges on every recommendation
Forecasts stored before actuals arrive and checked at every retrain, so the record is there to inspect
Our team integrates the data, builds and maintains the model and reviews every recommendation; you run 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 platforms measure media and recommend a budget split. The fit depends on who builds the model, and what else you need around it.

Choose Penetrace if

You want creative pre- and post-tests, funnel tracking and media modeling in one tool
You have people with statistical competence who want to build and run models themselves
Campaign benchmarks against your own history are central to how you work

Choose Odins if

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

The honest overlap

We overlap on media modeling: both cover online and offline channels and both recommend a budget split. Penetrace covers more of the campaign and brand research around it. The useful test is to ask each provider to open the model behind one recommendation, method and verification included.

FAQ

Frequently asked questions.

Is Penetrace a marketing mix modeling tool?

In part. Penetrace is a marketing intelligence platform, and one of its tools, Penelytics, is a no-code studio for creating and reporting marketing mix models. The other tools cover campaign testing and brand and funnel tracking. Odins is built around marketing mix modeling: one Bayesian model per market for budget size and allocation.

What method does Penetrace use?

Penetrace describes machine learning on live data and a modeling studio that does not depend on cookies or personal data. It does not state the statistical method publicly. Odins is Bayesian end to end, with priors set with your team in 2 to 3 working sessions.

How much does Penetrace cost?

Penetrace does not publish pricing. 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.

Do we need an analyst to use Odins?

No. Our team integrates the data, builds and maintains the model and reviews every recommendation. Your team uses the output: budget scenarios and forecasts any time, in the platform or from Claude via the Odins MCP.

Can Odins use our incrementality tests?

Yes. Results from lift tests and geo tests you have run are taken into the model. When the model is uncertain about a channel, we propose a structured test, with the expected cost stated up front.

What are the best alternatives to Penetrace?

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