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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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11 results in Social

Joanna O'Connell

For Marketing Leadership Professionals
Blog:Resolving Beyond The Acronyms
Joanna O'ConnellJanuary 24, 2013
I stink at New Year’s resolutions. My track record is so bad I’ve all but given up making them in my non-work life. But as a professional exercise, it struck me that writing down some New...
For Marketing Leadership Professionals
Blog:How To Create An Audience-Obsessed Digital Media Buying Practice
Joanna O'ConnellOctober 19, 2012
Over my last two-plus years at Forrester, I’ve spent a lot of time thinking and writing about how the people, processes, and tools that touch digital media buying must transform. In this...
For Marketing Leadership Professionals
Blog:Storytelling And The Last Milliseconds
Joanna O'ConnellSeptember 27, 2012
Last week, I participated in AdExchanger’s first-ever conference, which focused on the overall theme of “human-centered automation.” As a human who’s spent the past five...
For Marketing Leadership Professionals
Blog:Attribution Move Shows Facebook Is (Finally) Listening
Joanna O'ConnellJuly 31, 2012
Is Facebook finally getting over itself? Or, rather, is Facebook actually starting to realize that its place in the advertising ecosystem is just that – a place – not the whole answer,...
For Marketing Leadership Professionals
Blog:Looking Forward To A World Ruled By The Viewable Impression
Joanna O'ConnellMay 09, 2012
Ad impressions will drop by 50% or more. CPMs will increase commensurately. ComScore 500 publishers will finally get the respect they deserve and recapture market share from their junky ad network...
For Marketing Leadership Professionals
Blog:Yahoo Sprays “Network B Gone” On Class II Inventory And Classically Stumbles: Good Idea, Bad Delivery
Joanna O'ConnellDecember 01, 2011
It started with the retargeters. A couple weeks back, Yahoo decided to shut off stand-alone retargeters, like Criteo and Dotomi, who were sourcing cheap Yahoo inventory just to resell it at much...
For Marketing Leadership Professionals
Blog:The Future Of Digital Media Buying . . . Is Now! Embrace Programmatic Buying To Increase Efficiency And Reduce Waste
Joanna O'ConnellSeptember 26, 2011
As anyone who reads my research knows, I am the resident display ad technology geek on the Interactive Marketing team. I am fascinated by all things acronym-related, from DSPs to DMPs to RTB....
For Marketing Leadership Professionals
Blog:What I Learned In Singapore About The State Of Digital Marketing, And What YOU Can Do About It
Joanna O'ConnellJune 02, 2011
I am back stateside after last week’s trip to Singapore for Microsoft’s audience targeting event, and I’m still recovering. Not only am I (slowly, painfully) readjusting to...
For Marketing Leadership Professionals
Blog:Greetings From Beautiful (And Rainy) Singapore!
Joanna O'ConnellMay 24, 2011
I’ve been given the privilege of traveling to Singapore this week to participate in an Audience Targeting Summit being presented by Microsoft. As audience targeting is a subject that's...
For Marketing Leadership Professionals
Blog:Use CORE To Adapt Your Marketing Organization For The Next Digital Decade
Joanna O'ConnellMarch 17, 2011
We’re just weeks away from Forrester’s Marketing Forum 2011 in San Francisco, and the whole Forrester organization is gearing up for a productive, insight-filled, (dare I say,...
For Marketing Leadership Professionals
Blog:A New Analyst "On Display" at Forrester
Joanna O'ConnellJuly 29, 2010
I’ve spent the last 10 years, on and off, representing the buy side of the display marketing equation. For many years I held the post of Media Supervisor at digital marketing leader...

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Joanna O'Connell

Principal Analyst serving Marketing Leadership PROFESSIONALS

Research Coverage:

Refine your results

Date Range

For Marketing Leadership Professionals

Blog:Resolving Beyond The Acronyms

For Marketing Leadership Professionals

Blog:How To Create An Audience-Obsessed Digital Media Buying Practice

For Marketing Leadership Professionals

Blog:Storytelling And The Last Milliseconds

For Marketing Leadership Professionals

Blog:Attribution Move Shows Facebook Is (Finally) Listening

For Marketing Leadership Professionals

Blog:Looking Forward To A World Ruled By The Viewable Impression

For Marketing Leadership Professionals

Blog:Yahoo Sprays “Network B Gone” On Class II Inventory And Classically Stumbles: Good Idea, Bad Delivery

For Marketing Leadership Professionals

Blog:The Future Of Digital Media Buying . . . Is Now! Embrace Programmatic Buying To Increase Efficiency And Reduce Waste

For Marketing Leadership Professionals

Blog:What I Learned In Singapore About The State Of Digital Marketing, And What YOU Can Do About It

For Marketing Leadership Professionals

Blog:Greetings From Beautiful (And Rainy) Singapore!

For Marketing Leadership Professionals

Blog:Use CORE To Adapt Your Marketing Organization For The Next Digital Decade

For Marketing Leadership Professionals

Blog:A New Analyst "On Display" at Forrester

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