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Odins explained
A look under the hood of Odins
Odins uses Bayesian Marketing Mix Modeling to estimate how different marketing activities drive results over time. Here's why that's such a game changer.
What is marketing mix modeling?
Marketing mix modeling means building a statistical model of how your entire marketing across channels affects sales. The technique itself goes back to the 60s, but recent technological developments have drastically increased its accuracy.
Designed for real-world data constraints
Marketing data is typically limited to weekly or daily time series, often across many activity types. In many markets, especially outside the United States, it is not possible to rely on large volumes of geographically segmented data.
Bayesian modeling enables robust parameter estimation even when the number of observations is relatively small. By incorporating informed priors and modeling uncertainty explicitly, Odins avoids overfitting and unrealistic conclusions.
This is critical in markets that cannot be divided into dozens of independent regional datasets.
Starting with informed assumptions
Every model begins with assumptions about how marketing is expected to behave. These assumptions, known as priors, reflect both general marketing knowledge and your specific business context.
Odins starts by modeling how your organization currently allocates budget and what performance patterns are expected. Historical data is then used to adjust these assumptions, treating past periods as natural experiments.
Uncertainty is not hidden. Instead, it is explicitly modeled and communicated, allowing decision-makers to understand both expected impact and confidence ranges.
Evaluate marginal impact
Understand how incremental spend affects expected results.
Compare budget levels
Model conservative, baseline, and aggressive plans side by side.
Optimize allocation
Shift budget toward channels with stronger projected returns.
Plan structured tests
Design experiments to reduce uncertainty in promising channels.
Track forecast accuracy
Validate projections as real performance data arrives.
Align stakeholders
Use one consistent framework across marketing and finance.
