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Odins vs WorkMagic

WorkMagic is built around incrementality tests: geo holdouts set up through the ad platforms, with the results used to calibrate its attribution and MMM. It is also sold as an app on the Shopify App Store. Here is what it does well, and where Odins takes a different route to the budget decision.

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Reviewed October 2026 · sources cited on this page

Odins

Managed marketing investment platform

Bayesianfully manageddaily datamonthly retrain

WorkMagic

Incrementality testing platform

Geo lift testscalibrated MMMShopify app

At a glance

Side by side.

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

Odins

WorkMagic

What it is

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

WorkMagicIncrementality testing, MMM and attribution in one platform, with lift tests as the ground truth for the other two

Methodology

OdinsBayesian MMM, one model per market, priors set with your team and test results taken into the model

WorkMagicLift-test results calibrate the MMM's saturation curves; the inference method is not stated publicly

Testing

OdinsStructured tests proposed when the model is uncertain about a channel; results from your own tests taken into the model

WorkMagicAutomated geo holdout tests of 14 to 35 days, set up through the Meta, Google and TikTok APIs

Cadence

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

WorkMagicMMM refresh cadence not stated publicly; lift tests run on their own schedule

Segment

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

WorkMagicOmnichannel and ecommerce brands; tests run in the US, UK and Canada, per their help center

Offline and drivers

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

WorkMagicHalo on Amazon measured through geo tests, per their case studies; TV, radio and print in the MMM not described publicly

Human review

OdinsA person reviews every recommendation before you see it

WorkMagicSoftware with onboarding and a customer success manager

AI access

OdinsQuestion the model from Claude and other assistants via the Odins MCP

WorkMagicWorkMagic MCP, in beta, connects Claude or ChatGPT to attribution, budget scenarios and lift tests

Cost

OdinsSubscription priced for the budget it optimizes

WorkMagicFree to install from the Shopify App Store; paid plans on custom pricing

Time to value

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

WorkMagicNot stated on the product pages

WorkMagic facts: workmagic.io, help.workmagic.io and the WorkMagic listing on apps.shopify.com, read October 2026. WorkMagic does not state its MMM inference method or refresh cadence publicly.

The honest read

Credit first: WorkMagic made testing routine.

Tests are the step many teams skip, because the setup is slow. WorkMagic automates the design and the holdout setup, so running one stops being a project.

Geo holdout tests set up automatically through the Meta, Google and TikTok APIs
Two test designs, pause-to-measure and launch-to-measure, for different budgets
Halo effects outside the store, such as sales on Amazon, measured in the same test
An MCP in beta, so teams can read tests and budget scenarios from Claude or ChatGPT

The difference

One model for the whole budget, with your tests inside it.

WorkMagic starts from experiments and calibrates a model with them. Odins starts from one Bayesian model per market that covers every channel, online and offline, and uses tests where the model cannot tell on its own. The first question it answers is how big the budget should be.

Budget size and allocation from one model per market, with confidence ranges you can read
TV, radio, OOH and print in the same model as digital, next to pricing and promotions
Priors set in 2 to 3 working sessions from your spend history, digital saturation signals and structured interviews
Data flows in daily and you run scenarios and forecasts any time; the model is retrained monthly and a person reviews each recommendation

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 platforms use tests and both model media. The difference is where you start.

Choose WorkMagic if

You sell mainly through Shopify and want lift tests running without a data team
Meta, Google and TikTok carry most of your spend and you test in the US, UK or Canada
Measuring the halo of your ads on Amazon is a priority

Choose Odins if

The first question is how big the marketing budget should be, across every channel
TV, radio, OOH or print carry real budget, or you sell in a market where geo splits are hard
You want the model run for you, with a person reviewing every recommendation and scenarios you run yourself any time

The honest overlap

We overlap more than it seems: both use tests to sharpen a model, and both let you question the numbers from an AI assistant. Ask each vendor how a test result changes the next budget recommendation, and to show the forecast they made before the actuals arrived.

FAQ

Frequently asked questions.

Is WorkMagic a marketing mix model?

Partly. WorkMagic sells incrementality testing, MMM and attribution together, and describes its lift-test results as the ground truth that calibrates the other two. It does not state the MMM's inference method publicly. Odins is a Bayesian marketing mix model first, with test results taken into it.

How much does WorkMagic cost?

The WorkMagic app is free to install from the Shopify App Store, and paid plans are on custom pricing. Odins is a subscription priced for the budget it optimizes, with the team included and no data science hires needed.

Do we need geo tests to use Odins?

No, but they help. Results from lift tests and geo tests you have run are taken into the model. Where the data cannot pin a channel down, the reviewed recommendation proposes a structured test, often a pulse test, with the expected cost stated up front. In a market where splitting the country into test regions is hard, priors set with your team carry more of the weight.

We are a Shopify brand. Is Odins for us?

If your marketing budget is from EUR 1M to several hundred million a year, yes. Odins takes your store sales and ad platform data, and adds what a store-only view misses: offline media, other sales channels you report, and business drivers like pricing and promotions.

WorkMagic vs Odins: which is better for budget planning?

For testing single channels quickly on Meta, Google and TikTok, WorkMagic is built for the job. For deciding the total budget and its split across every channel, with offline media and business drivers in the model, Odins is. Odins takes your test results into the model, so the two can work together.

What are the best alternatives to WorkMagic?

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