It started on the ice. Co-founders James Cole and Todd Doyle met playing ice hockey in 1997. They became fast friends and learned they shared an optimistic view of the burgeoning digital space. They also discovered they shared a belief that user data should be instrumental in the product design process.
Both Cole and Doyle spent years in corporate roles (Universal Music Group, Rolling Stone, BMG Distribution), which proved to be a great education for running ETR years later. Their experience at big companies allows them to better understand their customers today — it also revealed inefficiencies they never want ETR to fall victim to.
Over the years, ETR grew from two people working out of a small New York City apartment to a diverse team of experts around the country. In 2023, after 20 years of operating independently, ETR made a strategic decision to combine forces with award-winning, European-based engineering powerhouse Infinum. We’re excited about this new chapter and the benefits it brings our clients, and we’re committed to preserving the culture and processes that our clients have come to expect and appreciate. We are now part of a 400+ person global team spanning eight offices across the U.S. and Europe, and ETR will focus on expanding the U.S. market.
Our overall goal is what it’s always been: to add real value to our client’s businesses. That means we spend much of our time focused on the user and utilize data to help define and execute tested strategies, rather than chasing down the latest trends.