Review: BossData: digitaal marketing agency

Vanuit Antwerpen werkt Boss Data als performance- & mediabureau. Er werken ongeveer 28 mensen, uitgedrukt in voltijdse equivalenten. De opgegeven expertises zijn paid media (sea/social/display), data & analytics, crm & marketing automation en creatie & reclame. De ervaring zit vooral in retail, e-commerce, b2b en dienstenbedrijven. Uit de publiek bekende klantenlijst: deSingel, Streamz, Sleepworld en Serax.

ContinuitySolid4,0 months of wages without income · median 4,6

littlea lot

Team stabilityLittle churn25,8% a year, roughly 1 in 4 · median 38,6%

stablea lot

SenioritySenior profile€ 77.247 per FTE, € 6.437 a month · median € 59.129

juniorsenior

Price levelTop of market€ 58 per hour worked · median € 46

keentop

We zijn een digitaal marketing agency dat buikgevoel achterwege laat door data-inzichten te vertalen naar strategie & creatieve campagnes, die zowel op korte termijn in sales vertalen als een sterkere merkwaarde op de lange termijn.
Klanten:
Retailers, dienstenbedrijven en webshops - die digitaal al een bepaalde maturiteit hebben, en nu klaar zijn om de volgende stap te nemen.
Zelfomschreven cultuur:
Datagedreven, Strategisch, High intensity
Team:
4 strategen
5 contentstrategen & copywriters
2 video/motion/grafisch designers
14 marketing consultants
3 tech/data/BI consultants

Referentieklanten: Streamz, Sleepworld, Het Poetsbureau, Kwantum, Standaard Boekhandel, Dockx, ERA, Smartphoto, Neuhaus
Gepercipieerde concurrenten: Semetis, OMCollective, Fightclub, Clicktrust, Ants
Partners: ZIGT (full service bureau), Dexter Agency (CRO), THECREATORS. (Wordpress development)
Inspitratie: Mark Ritson, Andrew Tindall & Byron Sharp (brand + performance); Avinash Kaushik & Simo Ahava (data & analytics)
Ondernemingsnummer: BE0839859652
Gemiddelde klantgrootte: 200k

Awards

1× IAB MIXX Awards

Who do they see as competitors?

Ants Clicktrust Fight Club OMCollective Semetis

As indicated by the agency itself.

1

How this agency makes money

Revenue, margin and what an hour of work brings in. Everything on the earning side sits together here.

Revenue trendgross margin per financial year

20212022202320242025

Latest year: € 2,55 mln gross margin, growth -12,6% against a sector median of +7,7%.

Shrinking

MarginEBITDA / gross margin · value-added coverage

20212022202320242025

Boss DataSector median

EBITDA margin 17,2%, sector median 27,8%. Value-added coverage 1,21 (median 1,31).

Healthy margin

Revenue per headGross margin per FTE, against payroll cost

€ 94.251

Median (2024) € 76.687

Against a payroll cost of € 77.247 per FTE. The ratio between the two is the coverage rate above.

Above the median

Yield levelYield per hour worked, against payroll cost

€ 58

Median (2024) € 46

43.968 hours worked, 1.622 per FTE. Against that sits € 48 of payroll cost per hour worked, leaving € 10 for premises, equipment, depreciation and profit.

Above the median

No hourly rate follows from this. Gross margin is already net of services and sundry goods, which mixes rebilled production with the agency's own overhead, and the accounts do not say how many hours were billable. Deriving a rate from this systematically understates it.

2

Can the agency take a hit

Buffer, cash position and payment behaviour side by side, so you can see where they disagree.

Bufferequity in months of payroll

Buffer: 6,7 months (median 5,2 mo). Equity in the latest year: € 1,17 mln.

Adequate buffer

Cash positionAvailable cash, and whether it covers short-term debt

Cash € 700.438. Liquidity ratio 1,62: current assets cover short-term debt in full. Solvency 43,8%.

Amply covered

Payment behaviourTowards suppliers and towards the NBB

Trade payables correspond to 111 days of supplier credit, sector median 54. The accounts were filed 216 days after closing; the legal deadline is seven months.

Filed late

3

Signals and strengths

Events from the CBE and the Official Gazette over the past 24 months, plus positive markers derived from the figures.

Continuity

No serious signals

Signals in the last 24 months

Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete
Zichtbaarheid verschoven · 1 Aug 2026 · Google Autocomplete

Click a signal for a plain-language explanation.

What this agency does well

Profitable in every one of the last 5 years
Strong buffer: 6,7 months of payroll in equity
Healthy working capital (current ratio 1,62)
Comfortable cash position: 122 days of payroll
Turnover below the median (19,9%)

Each point is a fact from the filed annual accounts, measured against the same thresholds and sector medians as the signals above.

4

All the figures

Reference material, not a starting point. Expand it if you want to read the series yourself.

5 financial years, 2021 to 2025Result, staff and balance sheet

	2021	2022	2023	2024	2025
Result
Gross margin	€ 941.544	€ 1,55 mln+65,1%	€ 2,05 mln+32%	€ 2,92 mln+42,4%	€ 2,55 mln-12,6%
EBITDA	€ 43.630	€ 69.118	€ 211.272	€ 749.370	€ 438.734
EBITDA margin	4,6%	4,4%	10,3%	25,7%	17,2%
Staff
FTE	17,5	26,2+49,7%	29,3+11,8%	27,7-5,5%	27,1-2,2%
Gross margin per FTE	€ 53.803	€ 59.325	€ 70.017	€ 105.467	€ 94.251
Payroll cost per FTE	€ 51.201	€ 56.333	€ 63.017	€ 77.852	€ 77.247
Balance sheet
Equity	€ 316.515	€ 364.638	€ 452.619	€ 921.673	€ 1,17 mln
Cash	€ 47.944	€ 278.413	€ 418.798	€ 966.652	€ 700.438
Liquidity ratio	1,47	1,18	1,40	1,54	1,62

Payroll cost per FTE comes from the social report where available, otherwise from the Remuneration line. Both are gross costs including employer contributions.

What this factsheet does not know

How good the work is. Figures do not measure creativity, strategy or chemistry.
How the client portfolio is spread. Concentration is not in the accounts.
Freelancers and subcontractors are not in the FTE figures. An agency with 40 staff may in practice run with 70 people.
The figures cover financial year 2025, filed on 04/08/2026. At a fast-moving agency reality today may differ.

Based on publicly filed annual accounts (NBB) and official records (CBE, Belgian Official Gazette). An indication, not financial advice. Sector medians calculated on 4 Aug 2026. Sector medians based on financial year 2024: the last year for which nearly all accounts have been filed.

What the agency actually does 31 services

Strategy & Insights

AI & innovation strategy Brand strategy & positioning Customer & audience strategy

Branding & Design

Brand identity & design

Advertising & Campaigns

Campaign concepts & big ideas Campaign execution Performance creative & DCO

Content & Production

Content strategy & editorial

Media

Digital & programmatic buying Media strategy & planning Offline buying (TV, radio, print, OOH) Search advertising (SEA)

Social, Influencer & Community

Influencer & creator marketing Organic social content Social strategy & platform mix

Digital Experience & Tech

Conversion rate optimisation E-commerce (incl. payment) SEO & GEO Website strategy & UX

CRM, Email & Loyalty

CRM & lifecycle strategy Direct marketing & lead management Email marketing Marketing automation

Data, Measurement & Governance

Dashboards & reporting Data science & analytics (incl. predictive modelling)

PR & Reputation

PR strategy & media relations

Employer Brand & Internal

Employer brand strategy Recruitment campaigns

Events, Sponsoring & Activation

Brand activation (incl. guerrilla) Events & experiences Sponsorship & partnerships

Sector focus

Retail & e-commerceMedia & entertainmentReal estate & constructionHealth & pharma

Publicly known clients

Clip TaalvakantiesStreamzUnilin InsulationSleepworldClickCareMercheryKwantumDakaOh'GreenEcoWater

Based on IKAg research and public sources. Incomplete or outdated? Let us know.

1

People 3 people mapped

Digital marketing is the engine: 2 of 3 profiles sit there. Within that core, Content Marketing and Analytics stand out. A small team: short lines, little noise between you and the makers.

HG

Hanna Goemans

Founder & CEO

BR

Bram Robichez

Marketing manager

LN

Louise Nijs

Marketing manager

Based on public profiles. Something wrong? Let us know.

2

Seniors or juniors?

Payroll cost per FTE is the best public proxy for a team's experience level. Higher is not automatically better, but it says something about who sits at the table.

Payroll cost per FTE

€ 77.247

+31% versus the median

Team composition

27,1 FTE

40% women
60% men

€ 77.247

Median Performance- & mediabureau (2024) € 59.129All agencies (2024) € 59.090

Read with care. Directors and partners invoicing through a management company are not in the payroll cost. At small agencies this skews the picture downwards considerably.

3

Will your team stay?

Inflow and outflow from the social report. This series only counts people on the payroll: freelancers who invoice do not appear in it. A low figure therefore means two very different things, a stable permanent team or a small core with heavy outsourcing. A high figure usually points to short contracts. Compare only within the same type of agency.

Exits 2025

19,9%

Median for this type of agency (2024): 38,6%

Inflow 2025

18,5%

5,0 FTE in, 5,4 FTE out

Net team change

-0,4 FTE

20212022202320242025

Source: annual accounts and social reports (NBB), collected by IKAg. Financial year 2025. Calculations by IKAg; an indication, not financial advice. Sector medians based on financial year 2024: the last year for which nearly all accounts have been filed.

Award-winning work 1 award(s)

2025

IAB MIXX Awards SilverSearch Advertising · “Go4Jobs” · source ↗

As published by the organising award shows, collected by IKAg.