Alain Odijk

Co-Founder & CEO

Yannick Prévoteau Champagne NL

! Per June 1st 2023, Yannick Prevoteau Champagne is represented in the Netherlands by Ian en Wijn.

Owner

Label A

Head of data team & partner

Infotopics

Leading the sales and marketing teams, member of the management team.

Group Sales and Marketing Manager

P&L responsible for all software re-sell including Tableau, Alteryx and Snowflake.

Business Unit Manager

Koning & Hartman

Responsible for all new business sales of embedded computing technology for top-tier machine builders and OEM companies in the BeNeLux area. With the team we added 1M+ in new, recurring revenue in a highly saturated market within 2 years.

New Business Account Manager

OnLogic

Employee #4 and the first commercial team member in the EU office, I was responsible for co-developing and executing the sales and marketing strategy, as well as building the sales team.

Sales and marketing EU

Traveling

Traveled through Panama, Ecuador, Peru, Bolivia and Chili.
Teaching me many life lessons, the most valuable lesson I learned on this trip is that:
'Life has her ways of humbling you down'.

Traveling Latin-America

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

Eyk is already the first open architecture platform for server-side tracking, attribution and profit reporting in the world. 

*The only one not running a black-box, asking you to export your own data and pay for it...

And now, Eyk is turning into the first open architecture platform for Unified Marketing Measurement.

Providing you with the operational power of multi-touch/data-driven attribution and profit reporting combined with the scientific accuracy of Marketing Mix Models (MMM's) and incrementality testing. 

While also providing you with the data architecture that makes your business ready for a future full of AI: Connecting AI apps natively in Bigquery and running winning agentic models directly on your own data.

Without requiring any technical resources, just a big vision for your brands future and some level of marketing maturity.

Join us at the next frontier of marketing measurement in D2C.

Dial in during one of our digital round tables and brainstorm the future of marketing measurement with other owners & operators.

The first one is on December 11th at 13.00. 
Link to subscribe in the comments, hope to see you there!

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

Unified Marketing Measurement combines the operational power of multi-touch and data-driven attribution, with the scientific accuracy of incrementality testing and causal MMM's. 

When done right it unlocks the next phase of growth for highly ambitious D2C brands!

Are you ready to operate on the next frontier of marketing measurement?

Eyk

The peak-season field reports by Eyk. 

Number 4 out of 6: Sales numbers! 

Until the end of the year, I am reporting weekly from the trenches of peak-season by closely monitoring metrics across a diverse group of Eyk users, all D2C brands that are scaling fast, to help you gauge where you stand compared to the market and get inspired to keep pushing these weeks. 

The big storm is over. Last Friday to Monday were the four days of the year with the highest anticipation around sales numbers across the entire D2C market. And if your Linkedin feed looks anything like mine, you have seen one founder after the other humble bragging their first 1M sales day or how proud they are of their team for getting such a crazy amount of orders out the door. At the same time, in private conversations, some founders are signalling less focus on acquisition this year and more goals around contribution margins and stable growth.

So the big question is, what do we see that in the data? Let’s explore! 

*To highlight some interesting details, I split up my analysis between ‘Startups’ and ‘Established’ brands, (categorization completely by my personal judgement) 

Startup brands 
1. Last 30 days gross sales compared to previous 30 days +95% 
2. Nov 28 - Dec 1st 2025 compared to Nov 29 - Dec 2nd 2024 +103% 

Established brands 
1. Last 30 days gross sales compared to previous 30 days +125% 
2. Nov 28 - Dec 1st 2025 compared to Nov 29 - Dec 2nd 2024 +11% 

Some thoughts: The average sales increase between this years BFCM and last years among startup brands is a staggering 103% on average! Imagine what the outliers look like here. For established brands, that number is a more conservative 11%, which appears to be lower than previous YoY comparisons, indicating less focus on hard sales growth. At the same time, growing 11% when already at 50M+ is harder than growing 103% from 1M. 

Interestingly, the established brands outperform the startups in month-over-month sales increase. Confirming that a part of the startups growth is not BFCM related, but overall business growth. Potentially, established brands also have a wider customer base which they might be able to convert into purchases that would otherwise not happen around BFCM. 

Across the board, BFCM lived up to it’s name for being the biggest 4 days in a year for D2C brands, although this year with less focus on hard acquisition than in previous years. 

If you are a D2C owner/operator: Do you recognise this or do you move contrary with your brand? Let us know! 

Next week number 5 out of 6: Contribution margins and return rates

The next frontier of marketing measurement, is unified. 

Unified Marketing Measurement is a term that was first used back in the 1950s when marketers were trying to establish the added value of TV and newspaper ads. 

Today, Unified Marketing Measurement refers to the seamless integration of multi-touch/data-driven attribution, with Marketing Mix Models (MMM's) and incrementality testing. As each of these methods carries it's own value and proper use case, integrating them into one overview creates the ultimate decision platform for high-growth D2C marketers. 

And if you are going to move to the next frontier, then you better do it with a platform that gives you full control over your data, running your measurement and storing your data in places where you own it now and in the future. 

That is why Eyk is uniquely positioned to be the leading platform for high-growth D2C marketers at this next frontier. Bringing together our world-class data scientists and -engineers with our unique open data architecture leads to a platform that will help you continue to scale your brand profitably and make it truly future proof. 

Some of the cool things you can do with Unified Marketing Measurement include attributing online campaigns to offline sales and determining the true incremental value of a new channel or campaign (answering the always lurking question of: would sales have come in if we did not spend this budget...?). 

Expect more on the future of measurement here on my profile.

And if you own or operate a high-growth D2C brand with plenty of order volume, spend diversity and marketing maturity in your team, then you should join one of the digital round tables Eyk will be hosting monthly for D2C leaders (first one on December 11th, link in comments).

On to the next frontier!

The future of D2C marketing data is in unified measurement.

Multi-touch and data-driven models are great for day-to-day optimizations within channels and getting a grip on contribution margins. But they struggle with top of funnel campaigns and can not attribute any offline marketing.

Marketing Mix Models solve the question of how branding influences profit growth, but they are still fundamentally correlation based. Meaning you will always still ask yourself "If I had not done this marketing investment, would these orders have come in anyway...?"

Incrementality tests provide scientific answers on incremental lift by marketing efforts through test and control groups. Great to determine true incremental value of selected channels/campaigns, but not useful for daily operation.

Unified Marketing Measurement combines these practices into one, dynamic view across sales and marketing channels, helping you determine what drives true incremental profit and what does not.

Ready to operate on the next frontier of D2C marketing measurement? 

Stay tuned...

Eyk

The peak-season field reports by Eyk. 

Number 2 out of 6: Campaign volumes

Until the end of the year, I am reporting weekly from the trenches of peak-season by closely monitoring metrics across a diverse group of Eyk users, all D2C brands that are scaling fast, to help you gauge where you stand compared to the market and get inspired to keep pushing these weeks. 

With exactly one week to go until Black Friday, is the volume of campaigns across e-mail and advertising channels already swelling up, or are we in the calm before the storm?

Does the data confirm this? Here’s what we see: 

1. Average number of active email campaigns in the past 30days is down by 4.7 campaigns. While average clickthrough rate across all active campaigns is also down: -13,2% 

2. Average number of activa ad campaigns across channels in the past30days is down by 2.6 campaigns. Combined ad spend for past 30days is down even more than it was last week, at -17% 

Some thoughts: 
Yes, teams are ramping up. They are finalising their offers, wrapping up last maintenance on the site, shooting out creatives and even launching some early access emails already. But the big boom of D2C marketing has not started yet. 

Instead, campaign activity and spend is down significantly over the past 30days and still dropping this week. Most likely this is because brands have now stopped (nearly) all conversion advertising in anticipation of BFCM week. 

It looks like the calm before the storm and it will be interesting to see exactly when the volume picks up and brands launch their conversion campaigns at scale. Historic data tells us this will probably happen next Monday… 

If you are a D2C owner/operator: Do you recognise this or do you move contrary with your brand? Let us know! 

Next week number 3 out of 6: Changes in CPA & MER 
What do we see happening to marketing efficiency metrics, are brands accepting decline here to acquire more, or are they kept strict?

The peak-season field reports by Eyk. 

Number 3 out of 6: Changes in CPA, MER & Margin levels

Until the end of the year, I am reporting weekly from the trenches of peak-season by closely monitoring metrics across a diverse group of Eyk users, all D2C brands that are scaling fast, to help you gauge where you stand compared to the market and get inspired to keep pushing these weeks. 

We are in the 'midst of the storm’ as I write this post. Eyk users are firing at all gears trying to hit their targets this week and getting everything running smoothly operationally. Makes you wonder, what are those targets? Do brands mostly go for maximum acquisition, accepting big drops in marketing efficiency and contribution profits? Or is that something of the past and are brands more thoughtful in their strategy and target setting this year? Let’s explore! 

1. Week-over-week blended Cost per Acquisition (CPA) is up by +44,2% on average 
2. Average week-over-week Marketing Efficiency Ratio (MER) is down by -15,6% 
3. Even tough this weeks contribution profits (monetary) are up across the board, the margin levels (percentage) are down by -7,3% on average 

Some thoughts: The data is now clearly showing the BFCM week is running full throttle! CPA’s are up, MER’s are down and brands are doing more volume in profit but with lower margins, caused by a combo of higher ad costs and stronger discounts. 

The expected move in data towards less efficiency, more volume and accepting lower margins is taking place right under our eyes, although less strong than in previous years. For most of these brands the goal ofcourse is to acquire new customers with who they will be able to build a lasting relationship that drives Customer Lifetime Value (CLV), thus returning the acquisition costs at a healthy bandwidth. This remains to be seen over the next 3-6 months. 

If you are a D2C owner/operator: Do you recognise this or do you move contrary with your brand? Let us know! 

Next week number 4 out of 6: Topline sales numbers and maybe some first returns…? 

Have fun today!

taplio

Alain Odijk's Linkedin Analytics

Alain Odijk

Performance ScoreAlain Odijk's LinkedIn Performance

Alain Odijk's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Alain Odijk's Linkedin Analytics

Alain Odijk

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alain Odijk's LinkedIn Performance

Alain Odijk's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Alain Odijk's Linkedin Analytics

Performance ScoreAlain Odijk's LinkedIn Performance

Alain Odijk's Best Posts (last 30 days)