Forrester Research : Analyst

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Joanna O'Connell

Principal Analyst serving Marketing Leadership PROFESSIONALS

Find Joanna on:
Blog: Marketing Leadership Blog

Joanna serves Marketing Leadership Professionals and covers display marketing, ad targeting, optimization, and measurement. She focuses specifically on marketer and vendor best practices in using display and measurement technologies and tactics, as well as how to optimize results over time.

Joanna joined Forrester in July 2010.

Previous Work Experience

Joanna has more than 10 years of experience in the marketing leadership industry. She started at Avenue A in New York and was a founding member of Razorfish's ATOM Systems agency trading desk. Most recently, she ran brand relations for the Audience on Demand practice at VivaKi, helping advertising clients target and optimize broad-reaching interactive campaigns. Joanna has been a frequent panelist at industry events including OMMA AdNets and BlueKai, TARGUSInfo, and Nielsen data summits.

Education

Joanna graduated from Vassar College with a B.A. in psychology. She was a member of Phi Beta Kappa and graduated with departmental and general honors.

Research Coverage:

Ad Networks, Ad Servers, & Ad Exchanges, Advertising Agencies, Behavioral Targeting, Interactive Marketing Strategy and Process, Marketing Automation, Marketing Measurement, Marketing ROI, Measurement Methods & Techniques, Media Buying, Media Mix, Online Advertising, Online Marketing Technology

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8 results in Reports

Joanna O'Connell
Marketing Measurement

For Marketing Leadership Professionals
Report:Maximize Media ROI With A Customer-Centric Approach
Road Map: The Digital Media Buying Playbook
Joanna O'ConnellMay 16, 2013
This report outlines the road map portion of Forrester's solution for interactive marketing executives working on digital media buying. Moving to a higher level of digital media buying maturity...
- Downloads: 43
For Marketing Leadership Professionals
Report:Measurement Is A Digital Media Buyer's Best Friend
Performance Management: The Digital Media Buying Playbook
Joanna O'ConnellDecember 05, 2012
Every digital marketer knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel measurement...
- Downloads: 291
- Rating:
For Marketing Leadership Professionals
Report:Best Practices For Display Marketing
Processes: The Digital Media Buying Playbook
Joanna O'ConnellOctober 25, 2012
As more and more interactive marketers buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build...
- Downloads: 340
- Rating:
For Marketing Leadership Professionals
Report:Building A Better Digital Media Strategy
Strategic Plan: The Digital Media Buying Playbook
Joanna O'Connell, Michael GreeneOctober 17, 2012
Moving to greater digital media buying maturity requires a plan that improves your practice across all four foundational pillars of maturity over the long term: organization, planning and execution,...
- Downloads: 442
- Rating:
For Marketing Leadership Professionals
Report:The Digital Media Buying Maturity Framework
Assessment: The Digital Media Buying Playbook
Joanna O'ConnellOctober 17, 2012
Marketers fall into four categories of digital media buying maturity, based on their strength across their organization, planning and execution, measurement, and technology. This report of the...
- Downloads: 276
- Rating:
For Marketing Leadership Professionals
Report:CCP Games Uses A DSP To Close The Loop On Acquisition And Cross-Sell
Joanna O'ConnellFebruary 28, 2012
CCP Games, a massive multiplayer online game provider, knew that its existing approach with key channels like display was suboptimized and that it could drive more efficient customer acquisition if...
- Downloads: 166
For Marketing Leadership Professionals
Report:A Measurement Maturity Framework For Interactive Marketers
Joanna O'ConnellDecember 09, 2011
Measurement is universally valued by interactive marketers. Approaches and levels of sophistication vary, but nearly everyone recognizes that smart measurement leads to optimized business results...
- Downloads: 355
For Marketing Leadership Professionals
Report:Upgrading Your Interactive Measurement Strategy
Why You Should Make Multichannel Measurement A Priority
Joanna O'ConnellDecember 06, 2010
Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers...
- Downloads: 961

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Joanna O'Connell

Principal Analyst serving Marketing Leadership PROFESSIONALS

Research Coverage:

Refine your results

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For Marketing Leadership Professionals

Report:Maximize Media ROI With A Customer-Centric Approach

For Marketing Leadership Professionals

Report:Measurement Is A Digital Media Buyer's Best Friend

For Marketing Leadership Professionals

Report:Best Practices For Display Marketing

For Marketing Leadership Professionals

Report:Building A Better Digital Media Strategy

For Marketing Leadership Professionals

Report:The Digital Media Buying Maturity Framework

For Marketing Leadership Professionals

Report:CCP Games Uses A DSP To Close The Loop On Acquisition And Cross-Sell

For Marketing Leadership Professionals

Report:A Measurement Maturity Framework For Interactive Marketers

For Marketing Leadership Professionals

Report:Upgrading Your Interactive Measurement Strategy

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