The Netherlands






Datatrics was established in the Netherlands in 2012, with the mission of aggregating marketing and technology to allow marketers to exploit the power of data and artificial intelligence.

Datatrics currently sells a proprietary predictive marketing platform that can be used on a plug-and-play basis to create ever more relevant and omnichannel customer experiences, allowing marketers to increase customer returns.


  • € 2.1 M ARR
  • -4.8% ARR growth
  • 46% Gross margin (FY 2022)
  • -69% EBITDA margin (FY 2022)

Data refer to March 2023 except where otherwise stated.


  • 78.1% Net Revenue Retention
  • 100% Recurring revenue (FY 2022)
  • € 11,417 Lifetime value (LTV)
  • 36 months – Payback period

Product KPIs

  • 247 #Clients
  • 400+ #Free users
  • EU-NPS: 47 

Datatrics History


Datatrics is founded by Bas Nieland, CEO. Being among the earliest CDP developers, Nieland empowers marketers by integrating marketing solutions and dashboarding.


Nieland develops an intuitive interface providing easy access to multi-source data, with machine learning algorithms to analyze data and propose action.


Datatrics opens the new headquarters and launches the new actionable CDP product.


Datatrics is acquired by Growens. This partnership represents Datatrics as a solid enabler with the leverage to sustain healthy growth and investment in the future.


Datatrics expands its reach in Europe and beyond. With offices in the Netherlands and Italy, and strategic partnerships in Germany, Austria, Switzerland, the Nordics, and Latin America, consistent growth in these regions is possible.


Datatrics achieved a big milestone by completely revamping the core of its product with the introduction of the new Audience 2.0 and Touchpoint Builder.


Datatrics appoints Harm Jansen as the new CEO. He brings over 15 years of experience in the software industry. His appointment strengthens the leadership team and lays the foundation to further expand Datatrics’ market position in the coming years.

Harm Jansen


LinkedIn profile

Harm Jansen, CEO of Datatrics, brings over 15 years of sales and management experience in the software industry, enjoying various sales and management positions. As Head of Sales in 2021 and Chief Revenue Officer in 2022, Jansen was instrumental in building Datatrics’ customer-facing departments.

LinkedIn profile

Bas Nieland


LinkedIn profile

With more than 10 years of experience in the Digital Marketing and e-commerce industry, Bas used his expertise to establish a solid and reliable tool for marketers: Datatrics.

As founder, Bas was CEO of Datatrics until 2022. Today, Bas is Director of the Product & Technology areas. Datatrics helps companies use internal and external data for data-driven decision-making using AI-powered technology.

LinkedIn profile

Life at Datatrics

Working at Datatrics means joining a tightly-knit team spread internationally. We work collaboratively in a dynamic, fast-paced environment fueled by trust & team spirit. All of us act as owners and we are proud of the impact we can make. 

While we love spending time at our office, we promote a flexible, hybrid way of working: all of us can choose whether to work from home, from the office or from anywhere else, at any time.

Open positions at Datatrics

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ft 1000 2021
ft 1000
deloitte 3
deloitte 2
saas 1000