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Odins vs Recast
Recast is the vendor we point technical buyers to when they want a second serious Bayesian MMM. The methodology overlap is large. The difference is who each platform is built for: Recast for very large, mostly American advertisers, Odins for the Nordic mid-market.
Reviewed September 2026 · sources cited on this page
Odins
Managed marketing investment platform
Recast
Bayesian MMM for large advertisers
At a glance
Side by side.
The short version of the whole page. Details and sources below.
Recast facts: getrecast.com company and methodology pages, read September 2026.
Credit first: Recast takes the statistics seriously.
If you spend at Fortune 500 scale and want a rigorous Bayesian MMM, Recast belongs on your shortlist. Their public writing about MMM is some of the best in the industry.
- Time-varying parameters and uncertainty intervals, argued for in public and in depth
- Weekly automated refresh with out-of-sample backtesting across thousands of production models
- A real uncertainty-first philosophy: intervals over false precision
- Clear, honest MMM writing worth reading whoever you end up buying from
Same statistics, different market.
Recast and Odins agree on more methodology than most competitors would admit. The split is segment and operating model. Recast is built for advertisers with rich daily data and analytics teams to match. Odins is built for Nordic budgets and single national time series, where priors carry more of the load.
- Prior-setting as a discipline: spend history, digital saturation signals and structured interviews, because one country's weekly data cannot identify everything on its own
- Offline media and business drivers, pricing and promotions included, in the same model
- A monthly human-reviewed recommendation, not only a platform login
- Price and delivery sized for mid-market marketing budgets, not Fortune 500 analytics programs
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.
Two serious Bayesian platforms. Start from your market and your data, not from the feature lists.
Choose Recast if
- You spend at Fortune 500 or large DTC scale, much of it in the US, with daily channel data
- You have an analytics team that wants weekly model output and self-service depth
- Your mix is performance-heavy and mostly digital, and incrementality is the daily question
Choose Odins if
- You operate in one or a few Nordic or European markets with thinner weekly data
- Offline channels and business drivers belong in the model, not around it
- You want the model run for you, with a recommendation meeting every month
The honest overlap
A large Nordic advertiser with US-style data depth could run either. Recast's public customer list is Fortune 500 and large DTC; if your budget is Nordic mid-market sized, ask both vendors what a typical customer looks like. Segment fit decides this one.
Frequently asked questions.
Is Recast's methodology different from Odins'?
Less than you might expect from a comparison page. Both are Bayesian, both use time-varying parameters, both treat uncertainty as the point rather than a footnote. The differences are operating model and segment: who runs the model, at what cadence, for which market, at what price.
Recast refreshes weekly. Odins retrains monthly. Who is right?
Both, for their own customers. Weekly suits advertisers with daily data steering performance mixes. Monthly matches how budget decisions are made and how Nordic mid-market data actually accrues. A faster refresh on thin weekly data mostly re-estimates noise.
Does Odins also backtest?
Yes. Every model's forecasts are stored before actuals arrive and compared monthly in the platform. Steady state accuracy runs 85 to 90 percent or better, most customers pass 90 percent within 6 to 12 months, and early models run 80 to 85 while they learn your patterns.
Why does the thin-data point matter so much?
In the US you can often split a market into 50 states, which multiplies what the model learns from. A Nordic advertiser usually has one national weekly series. Priors then do the heavy lifting: ask any vendor how they set theirs, and what happens when data is scarce.
Could we move from one to the other later?
Yes. The structured spend and outcome history is most of the work, and it transfers both ways. Teams consolidating into a US stack land well at Recast. Teams that want a Nordic partner, offline coverage and a monthly decision cadence come the other way.
Marketing spend, modeled like an investment.
A 30-minute walkthrough of the model, the priors and the verification, on your channels.
Book a demo