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Odins vs ScanmarQED
ScanmarQED has worked with brands and media agencies on marketing analytics for more than 25 years, and through MMM Labs now runs Robyn, Meridian, PyMC and its own engines side by side. Odins takes a narrower route: one managed Bayesian model per market. Here is what each does well, and who should pick which.
Reviewed October 2026 · sources cited on this page
Odins
Managed marketing investment platform
ScanmarQED
MMM software suite
At a glance
Side by side.
The short version of the whole page. Details and sources below.
ScanmarQED facts: scanmarqed.com home, MMM, strataQED and about pages, mmmlabs.ai, pulseqed.ai and the MMM Labs acquisition announcement, read October 2026. ScanmarQED does not publish pricing.
Credit first: ScanmarQED gives modelers real choice.
Few vendors let a team pick the engine, the operating model and how much of the work stays in-house. ScanmarQED does, and strataQED has been in development since 2006.
- Multi-engine modeling: Robyn, Meridian, PyMC and proprietary engines on the same data, compared side by side
- Built for agencies as well as brands, with multi-account modeling across many clients
- Three operating models, from fully serviced to fully in-house with training
- A wide suite around the model: scenario planning, attribution, promotion analytics and brand tracking
One answer from one model, with priors set with your team.
ScanmarQED gives your team a workbench, with a service team on hand if you want one. Odins gives you one Bayesian model per market with priors set with your team, retrained monthly on data that arrives daily, with scenarios and forecasts you run any time and a person reviewing each recommendation before you see it.
- Priors set with your team in 2 to 3 working sessions, which is what carries a market with one national weekly series
- Offline media and business drivers such as pricing and promotions in the same model as digital
- Forecasts stored before actuals arrive and checked at each retrain, so the model's record is visible
- A person reviews every recommendation, and when a channel is uncertain, the recommendation proposes a structured test
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.
Both measure online and offline media. The choice is about where the modeling work sits: with your team, or with ours.
Choose ScanmarQED if
- You are a media agency running MMM for many clients and want one toolset across accounts
- Your analysts want to build models themselves and compare engines such as Robyn, Meridian and PyMC
- You want MMM, attribution, promotion analytics and brand tracking from one supplier
Choose Odins if
- You want the budget answer, with data, model and review run for you
- Your market has one national weekly series, where priors set with your team decide the quality of the model
- You want verified forecasts and a person behind every recommendation, with scenarios you run yourself any time
The honest overlap
Both vendors model offline media, both offer a service team and both connect to AI assistants. Ask each one who chose the model behind a single recommendation, and how its forecasts compared with actuals.
Frequently asked questions.
What is ScanmarQED?
A marketing analytics software company headquartered in the Netherlands, with offices in London, Prague and Chicago. Its MMM products are strataQED, a desktop modeling application first developed in 2006, and MMM Labs, a cloud platform that runs several engines. Around them sit Pulse Planner for scenarios, Roivenue for attribution and PulseQED as the flagship data and insights platform.
Is ScanmarQED Bayesian?
It depends on the engine. strataQED fits models with OLS or Ridge regression, chosen through a genetic model search. MMM Labs runs both frequentist and Bayesian engines, including Robyn, Meridian and PyMC. Odins is Bayesian end to end, with priors set with your team.
How much does ScanmarQED cost?
ScanmarQED does not publish pricing; strataQED is licensed in modules. Odins does not publish a price list either. 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 a first model take with ScanmarQED and with Odins?
ScanmarQED says exploratory models can be live within hours of data integration, and production-ready models take days to a few weeks. 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.
Can Odins use the incrementality tests we have already run?
Yes. Results from lift tests, geo tests and other incrementality tests are taken into the model. Where the data still cannot resolve a channel, we say so and propose a structured test, with the expected cost stated up front.
What are the best alternatives to ScanmarQED?
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 ScanmarQED alternatives. Odins is on the list, and we say so up front.
Marketing spend, modeled like an investment.
A 30-minute walkthrough of the model, the priors and the verification, on your channels.
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