Compare

Odins vs rex

rex by AureliaX is a managed marketing mix modeling service from Amsterdam, launched in 2024, and its description reads close to ours: priors set with your team, offline media in the model, a monthly update and recommendations reviewed by people. Here is what rex 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

rex

Managed MMM service

Bayesian MMMmanagedmonthly recommendations

At a glance

Side by side.

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

Odins

rex

What it is

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

rexA Marketing Mix Modelling platform delivered as a managed service by AureliaX, which also makes a market intelligence agent called mia

Methodology

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

rexBayesian MMM with priors drawn from your team's beliefs, tested against 2 to 3 years of history

Cadence

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

rexDaily data syncs, weekly validation, and a formal model update with reviewed recommendations monthly

Segment

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

rexBuilt with single-country European markets in mind, by their description

Offline and drivers

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

rexTV, radio, print, OOH, events and sponsorships, plus seasonality, price and competitor activity

Service model

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

rexFully managed: integrations, model build, validation and a monthly review; 2 to 3 onboarding sessions on your side

Verification

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

rexModel accuracy reported with R squared, MAPE and weighted MAPE, and confidence ranges on every estimate

Experiments

OdinsTest results taken into the model; structured tests proposed when a channel is uncertain

rexStructured test plans for uncertain channels, with results fed back into the model

Cost

OdinsSubscription priced for the budget it optimizes

rexPricing on request, based on your needs, users and modules

Time to value

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

rexTypical onboarding of 4 to 6 weeks, per their FAQ; the home page cites a two-week setup

rex facts: rexmetrics.com home, how it works, about and rex vs Google Meridian pages, plus aureliax.co home and pricing pages, read October 2026.

The honest read

Credit first: rex is built for single-country markets.

AureliaX looked at European markets with one national weekly series and a handful of regions, and drew the right conclusion: informative priors, set with the business, carry the model. rex packages that as a managed service with offline media included.

Priors set with your team in 2 to 3 sessions, then tested against 2 to 3 years of history
Every channel on the same terms: TV, radio, print, OOH, events and sponsorships next to digital
Confidence ranges on every estimate, and structured test plans where the model is unsure
Fully managed, with recommendations reviewed by their team before they reach you

The difference

Where the services look alike, compare the forecast record.

On paper, rex and Odins describe much the same service. The useful comparison is what each vendor can show you: how forecasts made before the fact compared with what happened, how the priors were set and how the data moved them, and how the model treats your offline media and business drivers.

Forecasts stored before actuals arrive and checked at each monthly retrain, with the record visible in the platform
Priors from spend history, digital saturation signals and structured interviews, set in 2 to 3 working sessions
Pricing and promotions modeled next to TV, radio, OOH, print and digital, in one model per market
Scenarios and forecasts you run yourself 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.

This is a close call on paper. Let the evidence each vendor shows you decide it.

Choose rex if

You want a managed MMM from an Amsterdam team focused on single-country European markets
Market intelligence matters to you too: AureliaX also makes mia, which tracks competitors and customer sentiment
You want weekly model validation between the monthly updates, as rex describes it

Choose Odins if

You want to inspect a forecast record: forecasts stored before actuals and checked at every retrain
You run several markets and want one model per market, built one market at a time
You want to question the model yourself any time, from the platform or from Claude via the Odins MCP

The honest overlap

We overlap almost completely in what we promise: managed Bayesian MMM, priors set with your team, offline media in the model, monthly reviewed recommendations and test plans for uncertain channels. At Odins, data flows in daily and scenarios and forecasts run any time between retrains. That makes the meeting the test. Ask each vendor to open one past forecast next to the actuals, and to show the priors behind one recommendation.

FAQ

Frequently asked questions.

What is rex by AureliaX?

rex is a Marketing Mix Modelling platform from AureliaX, a technology company in Amsterdam founded in 2023. It launched in 2024 and is delivered as a managed service: AureliaX sets up the integrations, builds and validates the model, updates it monthly and reviews the recommendations with your team. AureliaX also makes mia, a market intelligence agent.

Is rex Bayesian?

Yes, by its own description. rex encodes your team's existing beliefs as priors and tests them against 2 to 3 years of history, and its comparison with Google Meridian describes rex as Bayesian MMM with informative priors. Odins is Bayesian too, so the method alone does not separate the two. Look at how the priors are set and what the forecast record shows.

How much does rex cost?

AureliaX does not publish prices for rex. Its pricing page says pricing is tailored to your needs, the number of users and the modules you choose, with quotes on request. 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.

rex and Odins sound similar. How do we choose?

Ask both for the same three things: a past forecast set next to the actuals that followed, the priors behind one recommendation and how the data moved them, and how TV, pricing and promotions enter the model. At Odins, forecasts are stored before actuals arrive and checked at every monthly retrain, and the record is visible in the platform. Data flows in daily, and you can run scenarios and forecasts any time, in the platform or from Claude via the Odins MCP.

How long does it take to get a first model?

rex states a typical onboarding of 4 to 6 weeks in its FAQ, and its home page cites a two-week setup. 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 rex?

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