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Odins vs Proof Analytics

Proof Analytics sells causal AI for go-to-market decisions, plus a marketing resource management app built natively on Salesforce. It is one of the few vendors in this space that publishes its prices. Here is what Proof does well, and where it differs from a marketing mix model built for the media budget.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

Proof Analytics

Causal AI for go-to-market

Causal AISalesforce apppublished pricing

At a glance

Side by side.

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

Odins

Proof Analytics

What it is

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

Proof AnalyticsCausal analytics delivered as software-enabled services, plus GTM Manager, a marketing resource management app on Salesforce

Methodology

OdinsBayesian MMM end to end, priors set with your team, saturation curves that shift over time

Proof AnalyticsCausal and counterfactual modeling; statistical method not stated publicly

Starting point

OdinsYour own spend and sales history, collected and structured by our team

Proof AnalyticsCan start from synthetic data built to mirror your business, then move to your actual data in the same models

Cadence

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

Proof AnalyticsRolling automated recalculation, by their site; quarterly updated reports on the strategy subscription

Segment

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

Proof AnalyticsCEOs, CFOs, CMOs and go-to-market teams; agencies and consultancies through causal AI audits

Offline and drivers

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

Proof AnalyticsCompetitors, economic conditions, brand reputation and regulation named as drivers of results; media channels not itemized

Service model

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

Proof AnalyticsSoftware-enabled services: most customers ask Proof to run the software for them, by its own account

Verification

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

Proof AnalyticsCertified by the Marketing Accountability Standards Board (MASB) in 2024

Cost

OdinsSubscription priced for the budget it optimizes

Proof AnalyticsPublished: from 4,500 dollars a month on a 6-month contract; tiers on real data from 7,000 to 14,500 dollars a month

Time to value

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

Proof AnalyticsNot stated publicly; synthetic-data modeling is the entry point

Proof Analytics facts: proofanalytics.ai home, about, leadership, MMM comparison, GTM Manager and MASB certification pages, read October 2026. Proof does not state its statistical method or onboarding timeline publicly.

The honest read

Credit first: Proof speaks the CFO's language.

Proof's founder and CEO, Mark Stouse, was CMO of Honeywell Aerospace, and the company argues that go-to-market spend should be judged by cause and effect. We agree with the argument.

Prices published on the website, from entry level to enterprise
Certified by the Marketing Accountability Standards Board in 2024
Outside forces like competitors, the economy and regulation treated as drivers of results
A marketing resource management app that runs natively on Salesforce, with mix modeling built in

The difference

Built for the media budget, from your own data.

Proof models go-to-market investment broadly and can begin from synthetic data. Odins is a marketing mix model for the media budget, built from your own spend and sales history: how much to spend, where to put it, and how sure the model is.

One Bayesian model per market, with TV, radio, OOH and print next to digital, pricing and promotions
Priors set with your team in 2 to 3 working sessions, from spend history, digital saturation signals and structured interviews
Budget size and allocation with confidence ranges, plus scenarios and forecasts you run yourself any time
Forecasts stored before actuals arrive and checked at each monthly retrain, so the record is open to inspection

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 of us want marketing judged like an investment. The choice depends on the question you are asking.

Choose Proof Analytics if

Your question spans the whole go-to-market motion, sales and marketing together
Your marketing operations already live in Salesforce
You want to explore scenarios on synthetic data before committing your own

Choose Odins if

The question is how much to spend on media and where to put it
TV, radio, OOH and print carry real budget, next to pricing and promotions
You want a reviewed recommendation every month and forecasts checked against actuals

The honest overlap

We share a starting point: marketing should be measured by what it causes, in numbers finance accepts. Ask each of us to show one recommendation, the data behind it, and how the last forecast compared with what happened.

FAQ

Frequently asked questions.

What is Proof Analytics?

Proof Analytics (Proof CausalAI Inc.) sells Proof Causal.AI, causal analytics for go-to-market investment, mostly delivered as software-enabled services where Proof runs the software. It also sells GTM Manager, a marketing resource management app built natively on Salesforce, with mix modeling analytics built in.

Is Proof Analytics a marketing mix model?

Partly. Proof describes its approach as causal AI and contrasts it with traditional econometrics, and its Salesforce app includes what Proof calls automated marketing mix modeling. Proof does not state its statistical method publicly. Odins is a Bayesian marketing mix model, with priors set with your team before the model sees your data.

How much does Proof Analytics cost?

Proof publishes its prices: from 4,500 dollars a month on a 6-month contract for synthetic-data modeling, 7,000 to 14,500 dollars a month for tiers on real data, and 29 to 49 dollars per seat per month for GTM Manager on Salesforce. 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.

What is synthetic-data modeling, and does Odins use it?

Proof lets you start with synthetic data built to mirror your business, then switch to your actual data in the same models. Odins starts from your own history: we collect and structure your spend and sales data, and set priors with your team from spend history, digital saturation signals and structured interviews. Where the data cannot resolve a channel, we say so and propose a structured test.

How long does a first model take?

Proof does not state an onboarding timeline publicly. Odins delivers a first verified model 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 Proof Analytics?

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