Open Access

COO, North America

“We’ve made eMarketer available to all of our 23,000 employees around the world, which gives everyone ubiquitous access to information whenever they need it.”

Former CMO

“Our marketing team has been using eMarketer on a daily basis to help with research and content. More and more now, we've been asked by other departments for eMarketer data to help with strategic business planning, market sizing, product prioritization, etc. Having the ability to give everyone in Kenshoo their own login for direct access to the eMarketer database is a huge win!”

President

“We recently put together a tourism RFP for an American tourism client. We found eMarketer absolutely invaluable because we knew that the data we were presenting was Canadian-focused, which the prospective client probably hadn’t seen. We were really able to bring the data to life. We can also do a lot of comparisons with your data between American behaviors, trends, and usage to specific Canadian trends and usage. It really showed that we understood our market, but it also showed that we understood how different we are from the U.S. so that we can make the proper play here in Canada.”

"We don’t have access to MRI, so we can’t pull that kind of data for the U.S. to be able to prove those points back and forth. But we do have access through eMarketer. And this was probably one of the first new business pitches where we’ve really dug deeply into eMarketer—knowing the client was U.S.-based and that its proposition was Canadian-based."

CEO

“Our clients expect everyone within our organization to be fluent on the latest digital trends. eMarketer is how we’re able to deliver on that expectation—it’s exactly the information we need to continue our industry leadership.”

Chairman

“In order to change the way people think about our clients, we have to dig deep into data to discover powerful ideas. By pushing information from eMarketer to the fingertips of everyone in our organization, it’s that much easier to develop ideas that make our clients more valuable to consumers.”

Associate Manager of Ecommerce

"eMarketer was the best source for finding and analyzing information specific to my corner of the world (Eastern Europe, Russia, and the Middle East and Africa). No one else comes close to capturing the emarket insights that drove our decision-making process over the past two years."

"Mattel is presently evolving into a globally minded company, and ecommerce is where that is happening at a faster pace than elsewhere. If we can harness its potential now, eMarketer will keep us ahead of the global curve in eretail for years to come."

Senior Vice President of Strategy and Innovation for Global Marketing

In what ways does eMarketer data and content help inform your thinking and planning?

Curtin: We use it to inform how we design our budgets, strategy and the way we go to market. We look at the forecasts and reports pretty exhaustively. The comparative estimates are extremely helpful. There’s a lot of learning and development that comes through eMarketer, and it’s useful for our company.

Group Manager, Marketing

Why does Adobe provide open access to business intelligence to everyone in the company?

Walker: I was in the market research world for a very long time before coming to Adobe, so I understand the power of having industry research for decision-making. The original goal was to make our primary and secondary information available throughout the company. So over time, and with a centralized budget, it made sense to license the content people needed to do their jobs across all Adobe business units and departments.

To me, it’s our competitive advantage. I think a lot of companies struggle with making information available, or they have all kinds of locks on it. I know business and market research really well and as our business changed, I was able to add new services. We have a wide variety of resources and vendors.

You were an early advocate of offering eMarketer access to everyone at Adobe. What would your advice be to companies that don’t offer unfettered access to business intelligence?

Walker: It’s a huge advantage to make our employees smart and well informed before they make business decisions. In addition, the information on our portal and the usage patterns really confirm that it is a very good investment. We’ve made Goldmine a pretty rich and robust resource. Access to sources like eMarketer and other providers helps our employees get answers to tough business questions.

As the world becomes more complex and there’s so much more information available to people, it’s important to make critical business information available. I’ve read statistics on how much time knowledge workers waste looking for information. It’s very scary when you think about it.

Vice President of Digital and Emerging Media

How critical is eMarketer intelligence for an agency like yours?

Moul: It’s crucial. We have to have this information at our fingertips and on demand. Just as consumers want everything now, our clients want the same from us. We don’t want to wait for however long it may take for somebody to send us a custom study or to do a study ourselves. Those are hindrances to us being able to deliver.

It’s essential that we have eMarketer information readily available to the full team so it’s on top of the latest trends and what’s going on in the market—and so we can share that information with our clients.

President

Can you explain why MRM chose to offer everyone in the company access to eMarketer?

Mclaren: We use eMarketer to help us get smarter about the world of our customers. If we’re going to expect our people to walk a mile in their customers’ shoes, we need to give them the tools to be able to do that. We asked our top 10 managers around the organization, “Which do you consider key information sources and partners that we want to work with to get smarter?” So that is how full access to eMarketer emerged.

What does the disintermediation of business intelligence mean to you?

Mclaren: It’s a completely anachronistic view of the world to have “papal-type” characters—owners of all the information who hand it out in sort of cherished dollops along the way. That model just doesn’t work for us.

I want everybody—from the most junior person to the most senior person—to have an informed point of view. I have an expectation that they’ve done their homework, and to meet that expectation, they need access. My personal opinion, and I think our organizational opinion, is that those days of having one person in control of information are over.

Managing Director, Interaction

“Open access to eMarketer for all our staff in the region gives us not only the best, most up-to-date information, insights and trends in digital marketing, but also the flexibility to access information instantly and on the go without delays. eMarketer reports, charts, webinars and interviews help us as an agency to positively impact our clients’ business.”

CMO

Why was it important to make eMarketer available to everyone at Universal McCann?

Cohen: Despite the fact that I said that we are really focused on driving in-market optimization, we want the best insights that lead to the best plans before we go to market. In a world of complexity, this requires us to have good insights. And those insights are either audience-based, vertical- or category-based.

We use services like eMarketer and first-party or proprietary tools, and there is no reason to keep this information from anyone in the organization.

Executive Vice President, Global Media Director

"As an agency that is digital at its core, we are committed to giving our employees the latest data and insights needed to navigate today’s evolving marketplace. Our partnership with eMarketer allows us to further empower our people to create data-driven strategies that connect brands with consumers, and inspire those consumers to take action.”

Founder and Chief Media Officer

"When we first started with eMarketer, Underscore granted logins to members of the management team only. But we quickly found out that approach didn’t work. When we need to get very smart about something very quickly, everybody needs to have access, not just a select few."

Executive Vice President and Global Research Director

Why did SMG decide to make eMarketer available to the entire company?

Sirkin: We wanted to give the power of digital intelligence to more people and not restrict access to the research teams. The days of librarians controlling access are gone. Things are more efficient and effective this way. The world is changing so quickly that our teams need the most up-to-date information on demand to ensure they are developing the best recommendations for our clients. In addition, digital revenues in our organization have doubled since 2009, when we started our extensive partnership with eMarketer.

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.

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.

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."

Senior Director

"By offering enterprise access to eMarketer, I am able to give my users across the organization faster access to research, data and knowledge that meets each individual’s needs."

Director of Customer Insights

Why does eBay offer access to eMarketer to everyone in the company?

Joshi: The philosophical reason within the company is to empower all individuals to get direct access to the information that’s relevant for their particular role. And there’s a practical reason, which is it’s just not feasible to try and funnel all information through a very small group of people in a very large company.

Director, Research & Analytics

"I love it [eMarketer]. We’re a 100-person company with the tools of a 10,000-person company. For us, eMarketer levels the playing field. It lets us go in with the same data as the bigger agencies and so it gets us to a place where the best ideas win and I think that’s where a small agency is going to thrive. …I would encourage people to get eMarketer in the door. Idon’t care if you can only buy three seats like I did, you get it in the door and you prove the value over and over."

"One of my colleagues was at MRM before she was here and she said eMarketer was invaluable to her. She would have it up in meetings and when somebody would ask a question, she could just pull up the eMarketer app and get the number and move on with the discussion."

"It’s a time-saver when you’re a small agency, sometimes you have less time than the big agencies do."

"A lot of times you have a choice when you’re growing about whether to hire someone and sometimes that makes sense, but other times, getting eMarketer for half the price or a quarter of the price of the hire makes more sense."

Former Worldwide Head of Information and Intelligence

Ogilvy & Mather has an enterprise license to eMarketer. Is it the company’s philosophy to offer all employees open access to all research providers?

McBryde: We have enterprisewide subscriptions with several research publishers such as Euromonitor, Warc and Mintel. We have a global enterprisewide contract with eMarketer. We’ve increased from 50 users last year to 1,340 registered eMarketer users in the past six months. I’m very pleased with it. It gives everybody direct access to the most up-to-date comparable data for digital, social media, mobile and ecommerce. Everybody is grateful to now have direct access. It’s a time-saver for a lot of people. It’s immediate access, rather than fishing around trying to get consistent data from traditional sources. And people are no longer dependent on “super users” to access data, while removing any issues with contractual usage rights.

You were a key influencer in making this happen. What is the value of giving everybody access?

McBryde: It just raises your game. The bar’s raised: The quality of research deepens our understanding of consumers. O&M has clients in most industry sectors and countries. To ensure we have an understanding of consumers, clients’ products and services, the industries, the sectors and the economy, we need global research that focuses especially on comparative data. That’s where eMarketer comes in.

Senior Vice President of Consumer Research

"I run a research department, and I don’t believe in research departments hogging all the research. At Hill Holliday, we don’t believe in any one department monopolizing critical business information. Our philosophy is to make information not only widely accessible, but inevitable. We’ve been an eMarketer subscriber for many years, and having agencywide access to eMarketer fits perfectly into our philosophy."

Senior Research Manager

"Constant updates on various indicators, in multiple regions, are vital to us. By providing this in one easy to manage location, eMarketer saves us time and resources. Having global access also helps team members across multiple geographies and business functions to have better access to relevant, useful insights on the online advertising ecosystem, worldwide. To us, it proves to be the most convenient way to provide relevant information to anyone at any time within the company."