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Marketing mix modeling, run for you.
Odins is software plus the team that operates it. We collect and structure your data, build and maintain the model, and review every recommendation before it reaches you. No data science team needed on your side.
Data
Every channel, online and offline, plus sales and revenue. Structured, fully managed.
Model
Bayesian MMM, built on what your team already knows and verified against actuals.
Decisions
Budget recommendations, scenarios and reports. Reviewed by our team before delivery.
Results feed the next model, and the loop repeats.
A model is not enough.
A framework or a tool gives you a model. Someone still has to collect the data, keep the model current and turn its output into a plan.
The data work
Spend sits in the ad platforms and with the media agency. Someone has to pull it into one structure and keep it flowing.
The upkeep
A model built once describes the past. Retraining it every month takes people who know Bayesian statistics, and the knowledge leaves when they do.
From output to plan
Model output is written for analysts. Someone has to turn it into what the marketing team changes next month.
Data, model and recommendations, operated by our team.
The service covers the whole chain, from the first data connection to the monthly recommendations. Companies like CDON, Nettbil, Hyre and Megaflis run their marketing budgets on Odins.
- We set up, maintain and monitor every integration, for API sources and offline media alike
- TV, radio, print and out-of-home get a pipeline from you or your media agency, broken down to the individual spot
- Our team builds the model, with two or three clarification meetings with yours along the way
- The model is retrained every month on fresh data, and monitored for changes in channel efficiency
- An Odins analyst reviews every recommendation before it reaches you
Who does what
Our work, and yours.
Most of the work sits with us. Your part is access, a few meetings and the decisions.
From access to a running model.
What happens after you sign, and where your time goes.
Connect
You grant access through an onboarding link, and we connect the ad platforms and the sales feed. The data structuring needs very little from you.
See data integrationBring in offline media
We set up the pipeline for TV, radio and other offline channels with you or your media agency. With a good agency, the history is in place within a day.
See offline mediaBuild the model
We build the model and check its forecasts against what happened. Two or three clarification meetings with your team are usually needed, and you can be more involved if you want.
How the model worksRun it every month
Data arrives daily. Once a month the model is retrained, an analyst reviews the recommendations, and we tell you what changed.
See recommendationsManaged, and open to inspect.
We run the model. You can see what it believes, channel by channel, and check it against what happened.
- Saturation curves and channel effects are there to inspect at any time
- A verification view compares the forecast with what happened, week by week, using forecasts made before the actuals arrived
- Every earlier model stays available, so you can check how the model from six months ago predicted
- Every recommendation carries a range. Where the data cannot settle a question, we propose 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.
Frequently asked questions.
What is a managed MMM service?
A managed marketing mix modeling service is one where the vendor operates the model for you: collecting the data, building and retraining the model, and turning its output into recommendations. With Odins you get the platform and the team that runs it. Your team makes the decisions.
Do we need data scientists to use Odins?
No. Our team builds and maintains the model. Your team works with the results in the platform, or asks questions from the AI assistant it already uses, such as Claude or ChatGPT. See Odins MCP.
What do we have to do ourselves?
Very little on the data side. You grant access to your ad platforms through an onboarding link, set up an automated sales feed, and put us in touch with your media agency for TV, radio and other offline media. While we build the model there are usually two or three clarification meetings. After that, your part is the decisions.
Do we get regular meetings with an analyst?
Yes. Every quarter we hold a strategy meeting, often with your leadership group. Every month, after the model is retrained, we tell you what has changed and what we would do differently, and an analyst has reviewed each recommendation before you see it.
How often is the model updated?
Data comes in daily and the model is retrained once a month. About two years of history sit behind each new month, so the model changes slowly and stays stable. Scenarios and forecasts are not tied to that cycle: you can run them whenever you need.
Is a managed model a black box?
No. You can inspect saturation curves and channel effects at any time, and a verification view shows what the model predicted against what happened, week by week, using forecasts made before the actuals arrived. See how we stay accurate.
We built a model on Robyn or Meridian that nobody maintains. Can Odins take over?
We build a new model on Odins and learn from the earlier work, especially its assumptions about how each channel works. From then on the upkeep is ours: the integrations, the monthly retrain and the recommendations. See Google Meridian: build vs buy.
How is a managed service different from MMM software or a consultancy project?
With self-serve software, your team operates the tool: the data work, the model settings and the upkeep. With a project, you get a model and a report at one point in time. A managed platform keeps it running: we operate the data and the model, and you still have software you can use yourself for reporting, scenarios and forecasts.
How long does it take to get started?
The first model is typically ready in weeks. Digital sources connect through the onboarding link, and with a good media agency the TV and radio history is in place within a day. What takes the most calendar time is usually access to ad accounts and offline spend history.
Who owns the data?
You do. Everything you provide, and everything we collect and structure for you, remains your property. The structured dataset can also flow into your own data warehouse, and if you leave you get a final export in a standard format such as CSV.
See what the service would look like for you.
A 30-minute walkthrough of the data setup, the model and the monthly cycle for channels like yours.
Book a demo