Joanna   O'Connell

Joanna O'Connell

VP, Principal Analyst Serving B2C Marketing Professionals

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

Joanna O'Connell

VP, Principal Analyst Serving B2C Marketing Professionals

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As vice president, principal analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

Previous Work Experience

Joanna has nearly 20 years of digital marketing experience and has been a pioneer throughout her career. She began at digital agency Avenue A as a media planner and buyer in 2000 and, in 2008, launched Razorfish’s agency trading desk, ATOM Systems, to bring programmatic expertise to the agency and its clients. Joanna joined Forrester in 2010, serving interactive marketers and covering adtech and programmatic advertising as a principal analyst. In 2013, she moved to leading trade publication AdExchanger, which further deepened her adtech expertise, and in 2015, she joined programmatic tech company MediaMath as CMO, where she led a global marketing team for two years.

Education

Joanna holds a B.A. in psychology from Vassar College, graduating Phi Beta Kappa with general and departmental honors.

Joanna O'Connell's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Media Agencies, Global, Q3 2018

    Forrester's Overview Of 34 Media Agency Partners

    August 3, 2018 Jay Pattisall, Joanna O'Connell

    Media agencies wield buying power, leverage cutting-edge expertise, and broaden marketers' knowledge and perspective. But to access these benefits, you first have to select from a diverse set of agencies — agencies that vary by size, functionality, geography, and vertical market focus. CMOs should use this report to understand the value they can expect from media agencies and select the right ones based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: Pick The Omnichannel Media Management Model That Enables Your Customer Obsession Efforts

    Organization: The Omnichannel Advertising Playbook

    July 26, 2018Joanna O'Connell

    Ushered in by fractured trust in the programmatic era, the in-housing of media is a real trend. It is neither a fad nor uniform in its expression. Rather, there are strategic considerations that can have a long-term impact, and not every company needs — or is equipped to effectively enact — the same model. This report will guide B2C marketers trying to determine the right organizational model for omnichannel media management.

  • For B2C Marketing Professionals

    REPORT: Create An Omnichannel Advertising Strategy Centered On Customer Experience

    Executive Overview: The Omnichannel Advertising Playbook

    July 26, 2018Joanna O'Connell, Susan Bidel, Arleen Chien

    B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying strategy that efficiently and effectively invests ad dollars. The new omnichannel advertising strategy playbook helps marketers understand the fundamental shifts that are occurring and provides a strategic road map and best practices. This report introduces B2C marketers to the advice offered through the playbook.

  • For B2C Marketing Professionals

    REPORT: The Future Of Omnichannel Advertising Must Be Customer Obsessed

    Vision: The Omnichannel Advertising Playbook

    June 4, 2018Joanna O'Connell, Susan Bidel

    Advertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term thinking has led to a crisis in consumer ad experience and threatens brands' business growth. This research will help B2C marketers determine what steps to take to get back on track.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Omnichannel Advertising Playbook

    April 5, 2018 Mary Pilecki, Arleen Chien, Susan Bidel, Jessica Liu, Jim Nail, Joanna O'Connell

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and marketers are embracing omnichannel advertising to create connected experiences that drive better results. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 11 technology categories that support omnichannel advertising. B2C marketing pros should read this report to shape their firm's investment approach to these technologies.

View all of Joanna O'Connell's Research

Clients Who Work With Joanna O'Connell Also Work With:

View all related analysts