Erin Sills
Director, Consumer Insights
Why was it important to offer eMarketer access to everyone at Facebook?
Sills: Facebook has always had a culture of internal access to data. The benefit is you never know what smart people will be able to do with data until they do it. Innovation happens faster this way, no matter where you work.
Christian Kugel
Vice President, Consumer Analytics and Research
Why is it important to make eMarketer information available to everyone at AOL?
Kugel: We really like to democratize access to data when it’s appropriate. I’ve been a long-term eMarketer subscriber since 1999, when I was at Starcom. As eMarketer’s system has expanded, the data sets have broadened and the user interface has become much more user-friendly. So we were perfectly comfortable broadening access to eMarketer among our constituents. That’s why we wanted to ensure we had an enterprise-level agreement and in fact, we did a multiyear deal with eMarketer.
The ability for people to do a couple of searches and find the answers they’re looking for is a real benefit because a lot of times the turnarounds are really quick. We like our stakeholders to have direct access to information. And the nice thing about eMarketer information is that it’s packaged in a way that prevents a lot of misuse and misinterpretation. The packaging of the information is digestible and clear.
We also have people on the team who our stakeholders can turn to. For example, we have strategic sales categories like finance, autos, retail and so forth. I’ve got two analysts supporting each category, so every salesperson who calls on a retailer has two people they can contact any time they need help doing primary research or answering a question.
That’s a service we provide, and I don’t see any other way of doing that. However, there are certain things they don’t need to call us for because it’s a simple question and the answer probably exists within eMarketer or perhaps one of the other resources we subscribe to.
Matt Leap
Marketing and Business Development Manager
"We spent some time looking for a quality source for industry information that we could use to empower some of our marketing activities. We were primarily interested in trends and benchmarks data for topics like content marketing, email marketing and marketing automation. eMarketer proved to be a great fit for us. The sophisticated filtering options and custom alerts allow us timely access to the information we need, while the terms of use are flexible enough for us to incorporate the information in a variety of ways."