How Odins.ai uses 1Password to safeguard access to data and build trust in marketing models
1Password TeamBy combining machine learning with 1Password’s secure credential management, Odins.ai built a platform that helps companies measure and optimize marketing spend, without ever losing sight of their data.
Marketing is designed to drive growth and often rivals payroll as one of a company’s largest expenses. However, tracing how marketing budgets align with results is notoriously difficult. Despite advances in attribution, many companies find themselves operating with limited insight into what’s actually working.
Odins.ai set out to change that. In a crowded field of analytics platforms, Odins sets itself apart by offering an unmatched level of transparency. The Scandinavian startup applies machine learning to marketing and sales data through advanced Marketing Mix Models (MMMs), bringing scientific rigor to budgeting decisions. Its platform doesn't just show what was spent but how each channel contributed to results, and how customers should allocate future budgets.
1Password Enterprise Password Manager is key in this process. By sharing tightly-scoped vault access with customers, 1Password powers the data retrieval process so that Odins can securely return data to customers in a form they can understand and trust.
Securing the world’s messiest data
The platform name is a pun on “Odin’s eye,” after the Norse god who sacrificed an eye for wisdom – a lesson in trading instinct for knowledge. For Odins, this story serves as a reminder that real understanding requires more than superficial insights.
Often, when it comes to marketing results, what you see at first glance is a mess. Reliable data rarely arrives in neat packages. It comes from dozens of sources, including social media and digital ad platforms, CRM systems, TV and radio reports, and in various formats. To make sense of it for their customers, Odins needs to ingest and structure that data before running its models and sharing it back.
Each of Odins’ customers brings a set of sensitive credentials that power that data flow: API keys, tokens, and database logins. Protecting customers’ secrets is table stakes. Odins’ bigger challenge was avoiding the “black box” problem: ensuring customers could trust both the outputs and inputs, and finding a way to securely share that structured data.
Building on a trusted tool inside the company
When Odins’ founders considered how to manage their customers’ data and credentials, they didn’t start from scratch.
Several team members had used 1Password in previous roles and knew it was reliable. That familiarity made it an easy choice for securing access to company tools.
Inside the company, “everyone uses 1Password for any credential storing,” explained Stephan Brostrøm, CTO of Odins.ai. Secrets are organized in different vaults, keeping information structured and providing team members with appropriate access. This gives the company a single, consistent system for managing passwords and sensitive information.
That internal foundation naturally led to the question: If 1Password could keep the Odins team organized and secure, why not extend the same model to customers?
1Password for customer secrets
To make that possible at scale, Odins integrated 1Password directly into their platform using the 1Password SDK. The SDK enables Odins to connect their systems to 1Password and automatically retrieve and manage secrets – no more manual handoffs. The integration ensures that customer credentials are never exposed in plaintext during processing.
With 1Password Enterprise Password Manager, Odins can share structured data and credentials back with each customer. First, the team stores this data in dedicated vaults scoped to each individual customer. Then, Odins uses item sharing to give clients temporary, secure access to specific items in their vault. The company uses 1Password to turn what could be a black box into a system customers can actually trust.
As Brostrøm explains: “Any secret specific to a customer is in that 1Password vault.” From these vaults, data can be securely shared back to clients whenever they need to access insights, connect their own systems, or verify how data flows.
This approach sets Odins apart. While many MMM platforms only return a report, Odins gives customers secure, transparent access to the underlying data and credentials.
Trust and transparency as a competitive edge
In marketing, as in every industry, data alone isn’t enough. Odins.ai demonstrates how 1Password can turn secure practices into visible trust signals that customers can see.
By using 1Password:
- Customers’ data is stored securely in dedicated, standalone vaults
- The visible presence of 1Password earns customers’ trust and assures them that their data is being handled with industry-leading security practices.
“We use 1Password to share credentials securely with customers – for example, giving them access to their own databases and data warehouses.”
Stefan Brostrøm, CTO at Odins.ai
A competitive advantage open to all
Every business – whether they’re building a new SaaS platform or managing enterprise credentials – can use 1Password to turn security into a differentiator that helps them win and retain customers. Odins shows how putting security at the core of the workflow doesn’t just protect data; it builds trust.
As Brostrøm puts it: “When customers see 1Password in our workflow, it builds confidence. They know we take security seriously.”
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1Password Team