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Recommendations and testing
Turn learning into direct action
Odins delivers much more than a dashboard. Every month, get specific, ranked recommendations: What to reallocate, how much to spend, and what needs further testing. All of it backed by expected outcomes and confidence ranges.
A model you won't just forget about
Most companies build a marketing mix model once a year. They run scenarios during budget season. The plan gets locked, the spreadsheet goes into a shared drive, and by March it's already stale. By June, nobody remembers what the model said.
Our model not only keeps learning, but helps you act on what it learns. Through clear, prioritized suggestions, you always have a line of evidence-backed options for what to do next.
Three types of recommendations
Every month, Odins analyzes your latest results against your current plan, delivering ranked recommendations on what to do. Not just in general terms, but down to specific actions, including what to expect in return.
Move money where it works harder
The model identifies which channels are oversaturated and which have room to grow. Reallocate recommendations tell you exactly how much to move, where from, where to, and what results are likely:
"Paid Social is at 87% saturation — marginal ROAS has dropped to 1.2x. Paid Search is at 54% saturation with marginal ROAS of 4.1x. Shifting NOK 1.5M from Social to Search over the next two months is expected to deliver an additional NOK 3.2M in revenue with no increase in total spend."
As the model updates, saturation curves shift, and the optimal allocation changes. No need to go looking. The model always keeps you up to date.
Change up the total
If marginal returns across all channels are well above your threshold, you're leaving money on the table. If they're below it, you're wasting budget. Adjust recommendations let you know when it's time to change the budget as a whole.
"Current monthly spend is NOK 12.5M. Marginal ROAS across the portfolio is 3.8x — well above your 2.0x threshold. Increasing total spend by NOK 2M/month is expected to deliver NOK 5.4M in additional monthly revenue. Marginal ROAS at the new level: 2.6x — still comfortably above threshold."
With numbers like these, it's much easier to ask for a higher budget. Show exactly what you get for your money today, and how confident you are that an increase would yield strong returns.
Find out what you don't know
Some channels show promising signals, but results are still uncertain. Test recommendations are designed to create the variation the model needs, including duration, cost, maximum downside and expected certainty once the test is finished.
"TikTok shows a positive but uncertain effect. Recommended: Increase spend to NOK 800K for weeks 1–2 of March, reduce to NOK 200K for weeks 3–4 and all of April, then return to NOK 800K for weeks 1–2 of May. Total incremental cost vs. current plan: NOK 400K. After the test, the confidence interval is expected to narrow to ±1.2x."
Odins designs the entire test for you, based on what data it still needs. Uncertainty is not a reason to do nothing, just a sign that you should seek more information.
Model always updated
New spend and outcome data flows in weekly. The model is always current.
New monthly recommendations
The model is analyzed against your current plan and recommends actions, quality checked by our team.
Your team reviews and acts
Approve, modify, or dismiss each recommendation. Approved actions update the spend plan.
Results feed back into the model
Every action generates new data, which sharpens the model, giving you even better recommendations next month.
For the CMO
Every month, you get a concrete list of actions ranked by expected impact. Walk into any budget review with: "Here's what we changed, what happened, and what we're testing next."
For the CFO
Marketing spend becomes auditable. Every recommendation comes with an expected return, a confidence range, and a maximum downside. Every test has a maximum downside. No more black box.
For the media team
Get clear monthly direction, specific enough to execute (channel, amount, time period) without needing to interpret model outputs themselves. Just get to work!
Always a human in the loop
Recommendations aren't just generated and dumped into your inbox. Our team always reviews what the model suggests before anything reaches you. We check the logic, consider context the model can't see, and make sure every recommendation is something we'd follow ourselves.
You get the rigor of a quantitative system and the judgment of a team that's seen this across dozens of companies.
Trusted by marketers world wide
