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Odins vs SIMBA
SIMBA is the Bayesian marketing mix modeling platform from PyMC Labs, built by the team behind PyMC-Marketing. In method it sits closer to Odins than almost any other product. Here is what SIMBA does well, and where the two differ in how the model reaches the people who set the budget.
Reviewed October 2026 · sources cited on this page
Odins
Managed marketing investment platform
SIMBA
Bayesian MMM software
At a glance
Side by side.
The short version of the whole page. Details and sources below.
SIMBA facts: getsimba.ai home, people, MCP server and blog pages, and the public getsimba-ai/simba-mmm repository, read October 2026. SIMBA does not publish plan prices or a managed-service timeline.
Credit first: serious Bayesian modeling, made usable.
SIMBA comes from the team behind PyMC-Marketing, the open-source Bayesian MMM library. Their blog is regular, practical reading on real MMM problems, from nationally bought media to delayed adstock, and the product puts that work behind an interface.
- Priors, adstock and saturation you can inspect and adjust, without writing PyMC code
- Lift test results used to calibrate the model, with full posterior uncertainty on every estimate
- A data validator that checks every upload across ten categories before a model is fit
- An MCP server, so AI assistants work from the same studies and model runs as the analysts
The work around the model is where we differ.
SIMBA gives modelers a strong Bayesian workbench, and builds the model for you on its Managed tier. Odins starts one step earlier and ends one step later: we collect and structure the data, keep it flowing daily, retrain monthly, and a person reviews the recommendation before it reaches the people who own the budget. In between, you run scenarios and forecasts any time.
- Data collection and structuring included, then data flowing in daily from your sources
- Priors set with your team in 2 to 3 working sessions, from spend history, digital saturation signals and structured interviews
- A monthly retrain with a reviewed recommendation on budget size and allocation, and scenarios and forecasts you run any time
- Forecasts stored before actuals arrive and checked at each retrain, so the model's record is there to inspect
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.
We share a method and a respect for priors. The choice comes down to who on your side will work with the model.
Choose SIMBA if
- You have modelers who want to fit, compare and own Bayesian models themselves
- You are an agency building MMM for several clients on one platform
- You want PyMC-grade modeling without writing the PyMC code
Choose Odins if
- You want data collection, the model and a reviewed monthly recommendation handled as one service
- TV, radio, OOH and print carry real budget, next to pricing and promotions
- Your CMO and CFO want scenarios and forecasts on demand, with a record of how past forecasts held up
The honest overlap
On method we are close: Bayesian, open about priors, lift tests in the model, an MCP server for AI assistants. Ask each of us who collects the data, how often the model is refit, and how past forecasts compared with what happened.
Frequently asked questions.
What is SIMBA MMM?
SIMBA is a Bayesian marketing mix modeling platform from PyMC Labs, built on PyMC by the team behind the open-source PyMC-Marketing library. It gives modelers a no-code way to set priors, fit models, plan scenarios and optimize budgets, and it offers a managed tier where the SIMBA team builds the model.
Is SIMBA the same as PyMC-Marketing?
No. PyMC-Marketing is the free open-source Python library. SIMBA is a commercial platform from the same team, with its models written in PyMC and an interface on top. If you want to write the code yourself, PyMC-Marketing is the route. If you want the method without the code, SIMBA is. If you want the whole chain run for you, from data collection to a reviewed monthly recommendation, that is what Odins does, with data flowing in daily and scenarios and forecasts you run any time.
How much does SIMBA cost?
SIMBA lists its plans (Analyst, Pro, Scale, Enterprise and Managed) without prices, with a free trial and Contact Sales for the paid tiers. The plans differ by how many models, fits and optimizer runs you get each month. 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.
Both are Bayesian. What actually differs?
Mostly the work around the model. Odins collects and structures your data, keeps it flowing daily, sets priors with your team in 2 to 3 working sessions, retrains monthly and has a person review every recommendation. Scenarios and forecasts run any time, in the platform or from Claude via the Odins MCP. SIMBA puts the modeling in your team's hands, or in its own team's on the Managed tier, with quarterly strategy audits.
Can Odins use our lift test results, as SIMBA does?
Yes. Results from lift tests, geo tests and other incrementality tests are taken into the model. Where the data still cannot resolve a channel, the reviewed recommendation proposes a structured test, such as a pulse test, with the expected cost stated up front.
What are the best alternatives to SIMBA?
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 SIMBA 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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