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Odins vs Predictify

Predictify is an independent data and AI consultancy in Hellerup, outside Copenhagen, whose founders have consulted in the Nordics for more than 20 years. Marketing mix modeling sits next to its PYXIS platform for incrementality and budget planning, brand KPI modeling, price setting and pacing algorithms. Here is what Predictify does well, and where it differs from Odins.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

Predictify

Data and AI consultancy

MMMPYXIS platformDenmark

At a glance

Side by side.

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

Odins

Predictify

What it is

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

PredictifyAn independent data and AI consultancy: MMM, the PYXIS Performance Suite and other analytics services

Methodology

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

PredictifyMMM described as a statistical and mathematical approach; PYXIS Incrementality uses hierarchical machine learning models built in Python

Cadence

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

PredictifyNot stated publicly for MMM; PYXIS Planning simulates budget scenarios on demand

Segment

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

PredictifyOrganisations across many industries and of all sizes, nationally and internationally, by their description

Offline and drivers

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

PredictifyOnline and offline media in MMM; PYXIS models add offline media, competitor activity, macro indicators and weather

Service model

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

PredictifyConsultancy projects alongside a platform with its own login; the split between self-serve and managed is not stated

Verification

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

PredictifyModels described as transparent and auditable

Cost

OdinsSubscription priced for the budget it optimizes

PredictifyNot published; a free meeting to scope the work

Time to value

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

PredictifyNot stated publicly

Predictify facts: predictify.io home, Marketing Mix Modelling, PYXIS, results, about and insights pages, read October 2026 (predictify.dk redirects there). Predictify does not state its MMM method, cadence or pricing publicly.

The honest read

Credit first: Predictify covers the commercial picture.

Predictify's founders have worked as consultants in the Nordics for more than 20 years, and the company has built a platform of its own, PYXIS. Its services reach past media into brand, price and churn.

More than 20 years of MMM and optimisation work for CMOs, CFOs and CEOs
Brand KPI modeling and share of search, linking media to awareness and preference
PYXIS Planning, launched in 2025, for simulating budget scenarios across markets and channels
Independence as a stated principle: unbiased, objective and transparent

The difference

One model per market, run for you every month.

Predictify offers MMM as one service among several, with PYXIS for incrementality and planning. Odins is built around a single job: the size of the marketing budget and its split across channels, answered by one Bayesian model per market that we keep running for you.

One Bayesian model per market, with TV, radio, OOH and print next to digital, pricing and promotions
Priors set in 2 to 3 working sessions from spend history, digital saturation signals and structured interviews
Data integration and model upkeep included, with data flowing in daily and a monthly retrain
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 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 online and offline media and both put budget scenarios in front of decision makers. The choice depends on the breadth of services you need and how you want the model run.

Choose Predictify if

You want one consultancy for MMM, brand KPIs, pricing, churn and pacing algorithms
Incrementality across platforms is your main question, and PYXIS fits it
You want a Danish team for project work close to your business

Choose Odins if

You want one model per market that sets the size of the budget and the split between channels
You want MMM running every month, with data integration and model upkeep included
You want forecasts checked against actuals and a person behind every recommendation

The honest overlap

We overlap on marketing mix modeling with offline media and on scenario planning for budgets. Predictify covers more analytics services. Odins goes deep on the budget model and runs it as a system. Ask each how the model will be kept current after the first delivery.

FAQ

Frequently asked questions.

What does Predictify do?

Predictify Consulting is an independent data and AI consultancy in Hellerup, Denmark. Its services include marketing mix modeling, brand KPI modeling, the PYXIS Performance Suite for data, incrementality and budget planning, share of search tracking, price setting, dynamic pacing algorithms and churn prediction.

Is predictify.dk the same company as predictify.io?

Yes. The Danish domain predictify.dk redirects to predictify.io, the site of Predictify Consulting in Hellerup.

Is Predictify's MMM Bayesian?

Predictify does not state its MMM method publicly. It describes MMM as a statistical and mathematical approach, and its PYXIS Incrementality models as hierarchical machine learning built in Python. Odins is Bayesian MMM end to end, with priors set with your team.

How much does Predictify cost?

Predictify does not publish prices; it offers a free meeting to scope the work. 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 long does it take to get a first model?

Predictify does not state a timeline publicly. 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 Predictify?

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