I found my passion for partnerships at a very young age. This was thanks to my father, who's been active in indirect channels for >30 years and shared his lessons with me on a daily basis at our kitchen table.

When I founded my first company (a B2B agency) at the age of 20, we worked mainly for companies with an indirect channel of partners in automotive and ICT. I've experienced firsthand how hard it is to engage partners in vendor marketing activities. 

It could take months and dozens of touches to get something live on the website and social media profiles of partners. Once it was finally live, the campaign was almost over... Not to start about retrieving the data to measure the results and ROI, that was even harder.

Why was it so hard? Because most vendors rely on their partner portal for partner marketing. 

The partner portal... The tool that everybody has, but nobody likes. Portals are reactive, waiting for partners to proactively collect assets and publish them. But partners aren't doing this. In fact, less than 10% of partners actively use the portals provided by their vendors.

When we founded Channext, we asked ourselves the question: Why wait for partners to come to your portal? Why don't we bring the content of the portal to the partners?

Instead of a portal, we have built a SaaS solution that integrates with your partner's systems and proactively distributes content and information to their websites, social media, digital advertising, and CRMs. Data is automatically retrieved from the partners and displayed in a central dashboard. It helps channel professionals to measure crucial partner engagement and end-user demand generation KPIs.

We call it the Channext Partner Hub. The Partner Hub increases the partner participation from less than 10% to up to 95%. The integrations with partner systems enable a 12X faster go-to-market of new product introductions and campaigns. The Hub gives channel teams and partners access to real-time data, being able to iterate much faster.

With Channext, partnerships professionals can take the wheel and steer their channel towards Scalable & Predictable Growth. Our software helps channel teams to create happy & engaged partners, accelerate pipeline, and get more grip on their channel.

Rick van den Bosch

Alain Odijk

Hi, 👋 I’m Alain, one of the co-founders at Eyk

While working in the world of data & analytics, 
I realized that (fast growing) modern e-commerce brands were forced to choose between ready-made tracking & analytics solutions OR having control over their data. 😢

So about two years ago, Bart and I started Eyk to change this.

Eyk is the new way to do marketing analytics for modern e-commerce brands
→ it sets up and hosts your server-side tracking for you, allowing you to track 99% of your customer journeys, completely future- and privacy proof
→ it gives you a fully automated e-commerce cockpit and ready-made, actionable insights into attribution, performance and segmentation
→ and centralizes all your marketing data into a Google Bigquery environment you control for custom analytics or activation whenever you want

Next to sharing about our Eyk journey, I share learnings and thoughts on e-commerce marketing & analytics regularly.

Want to align your team and priorities and make better marketing decisions? ✨
>> Drop me an email at alain@eykdata.com or send a quick DM to get in touch

Ps. Can’t wait to give Eyk a try? Start a free trial here: www.eykdata.com

Co-Founder & CEO

2025 at Eyk was a textbook example of how everything can look great on the outside of a business, but the founders struggle to stay afloat. 

Over the past 12 months, we took Eyk from an mvp running for a handful of visionary owners and operators, to a solid product that has earned a spot on the shortlist of many brands looking for an AI-ready marketing measurement and reporting solution. Also financially, the numbers became big and impressive as we onboarded new users every week.

Especially in the second half of 2025, many people have been telling me ‘things are going great at Eyk, aren’t they!’

And they are, don’t get me wrong. 

But here’s the catch that I learned this year: between a company doing good and it’s founders doing good can be a pretty big gap… 

Because while Eyk was growing and flourishing, I was struggling with keeping everything going operationally: juggling onboarding, support, finance, investor relationships and many small operational tasks with navigating the next phase of our product, creating our first true marketing strategy, winning deals big and small and increasing momentum across all parts of the business. 

Personally, I was drowning from time to time and had to fight hard to stay afloat. 

This is ok for a while, part of the game, but I deeply believe that as the founders of Eyk, Bart Lammers and I need to have fun and headspace for Eyk to be able to flourish long term. 

So in 2026, we will invest in expanding our team with operational talents that can help us do better for our users and provide us as founders with the headspace to navigate the next phase of growth. 

That next phase by the way, will be guided by working closely with leading high-growth brands on additional tools like MMM’s and incrementality testing to create the ultimate e-commerce marketing decision making platform. 

Let's get it in 2026!

Co-Founder @ Eyk / Tracking & analytics platform for modern e-commerce brands

Trying to create content for the next Eyk digital round table today did not go completely according to plan... But at least we had fun.

Serious invitation will follow later this week 😅 

Happy Sunday!

Omnichannel is the way to scale to 100M and beyond. 

And the brands that get there profitably are exceptional at combining online and offline marketing & sales channels. 

Here’s why retail can be a strong channel for your brands growth:

> Rules of diminishing returns, you can not keep on scaling online ads indefinitely for your D2C site.

> Meet your audience where they already are, in their go-to grocery store, gas station, gym or whatever works for your brand, remove friction for them to purchase from you.

> If you want to go fast, go alone. If you want to go far, go together. By partnering with the right retailers in the right way and aligning on incentives, you collect branding and execution power behind your product that will get you farther than you could possibly do alone.

Multi-touch & data-driven attribution models can be a true superpower if they are unbiased and connected to underlying order data.

They allow e-commerce marketing teams to optimize for contribution margin and customer lifetime value between and within channels on a daily base and iterate their way towards profitable growth.

But what these models lack is a possibility to deal with external factors like seasonality, offline marketing or weather data. A way to exclude increased demand through non-digital factors from your digital marketing returns to create better, more honest performance insights.

That is where Marketing Mix Models shine. 

This video is from one of our recent digital round tables on Unified Marketing Measurement, where Bart Lammers explained how different attribution methods have their own strengths and applications and how in Eyk, we will run them alongside each other to create the ultimate marketing decision platform for e-commerce.

Want to know more about the next frontier in marketing measurement?

Get in touch and join one of our upcoming round tables!

2025 was the year that CLV became a more important unit economic than CPA for most brands, and I am all here for it.

CPA’s across all ad channels keep on rising and as a brand you have only limited ways to navigate this significantly better than competition, we are all in the same boat here. 

On the relationship with existing customer tough, brands who take this seriously can truly differ from their competition and win market share with healthy, scalable contribution margins. 

This is why Klaviyo is growing so fast, why creativity in organic content is surging and why brands are investing heavily into truly good offers for existing customers. 

I am convinced that in 2026, we will only see more of this!

Proud to see Eyk contribute a little bit to the impressive growth journey and positive impact created by ShampooBars.nl! 

In my mind, Lyan Garritsen and Mark Sanders are prime examples of how it is possible to combine serious entrepreneurship, positive impact, parenthood and still just being all-around nice human beings. 

Not a lot of people manage to tick these boxes at the same time and if you ask me, it's an incredibly inspring story they are writing here. Let's go in 2026!

Founder ShampooBars.nl | Plasticvrije en natuurlijke verzorgingsproducten 🧼🫧

Mag dit nog, begin februari? 👀

2026 begon voor ons in een stroomversnelling. Zo hard, dat ik nu pas even ademhaal om terug te kijken op 2025.

En heel eerlijk gezegd voelde 2025 als stilstaan. Maar dat was het niet, het was het jaar van fundament bouwen. Klaar voor groei. Klaar voor de volgende fase!

We zijn volop bezig geweest met onze groeiplannen, met het opzetten (en succesvol afronden) van onze eerste investeringsronde, maar vooral: met de grote rebranding. Later daarover meer... 🤫

Als ik dan nu zo terugkijk, is er toch ontzettend veel gebeurd en zijn er veel hoogtepunten.

We hebben nieuwe producten ontwikkeld, waaronder onze Baby & Kids Bars in samenwerking met Van Hoorne Studios. Ons team is uitgebreid, we hebben flinke stappen gezet in de giftingbranche en mooie relatiegeschenken mogen ontwikkelen voor bedrijven.

Maar óók in dit jaar heb ik mezelf meer laten zien. Spannend, maar ook nodig en onmisbaar als we ons verhaal willen delen. Zo heb ik dit jaar mijn debuut gemaakt op de radio en ben ik voor het eerst in een landelijke Nederlandse krant verschenen: De Telegraaf!

Een jaar waarin persoonlijke ontwikkeling een belangrijke rol heeft gespeeld. Want ja, leuk dat je bedrijf groeit… maar groeien wij wel mee?

En ook privé was het soms best een uitdaging. Balans zoeken tussen ondernemerschap en moederschap blijft een uitdaging. En dan verwachten we binnenkort ook nog eens ons tweede kindje! 🤰🏼

Data begon dit jaar ook een belangrijke rol te spelen. Samen met Eyk bouwden we een dashboard vol waardevolle informatie én Magali kwam aan boord als CFO.

Want na jarenlang denken: “We maken winst… maar waarom staat er niets op de rekening?” was het tijd om meer inzicht te krijgen. Cashflow. I learned the hard way 😅

En natuurlijk was ook dit jaar onze missie weer het állerbelangrijkste. Dit jaar hebben we al onze inpak werkzaamheden uitbesteed aan onze sociale helden. Daarnaast hebben we een paar mooie marketingacties gedaan:

•⁠ ⁠Tijdens “mei plasticvrij” hebben we de handen ineengeslagen met een aantal verkooppunten door heel Nederland. Mensen konden hier hun lege shampoofles inruilen voor een setje Mini Bars.
•⁠ ⁠Met Clean Friday hebben we samen met onze klanten 2500 kilo plastic uit de oceanen gehaald en zijn er heel wat nieuwe mensen overgestapt op plasticvrij douchen.
•⁠ ⁠En ook dit jaar hebben we weer een mooie donatie mogen doen aan de voedselbank.

En dan nu het allerbelangrijkste… want je vraagt je vast af waar de cijfers op de afbeelding voor staan… 🥁 We hebben afgelopen jaar 1.473.524 plastic flessen bespaard!!!

Dankbaar, trots en klaar voor 2026. Op naar nog meer plasticvrije badkamers! 💚

Marketing Mix Models make your attribution more honest.

MMM's decompose sales numbers into different layers like a baseline, trend and seasonality curve and then correlate the incremental added value of your marketing. 

Running them alongside your daily data-driven models combines speed to execution with strategic honesty and gives you a strong setup for profitable growth in e-commerce.

Bart Lammers talked about MMM's and seasonality during the latest Eyk digital round table.

Want to learn more and discuss the future of marketing measurement in e-commerce with other 8-figure marketing leaders? 

Subscribe for our digital round tables and get a personal invite to the next session! (Link in comments)

taplio

The Battle

Rick van den Bosch

Alain Odijk

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The Battle

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