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 B2C Marketing Professionals

    REPORT: Today's Fragmented Media Landscape Makes Omnichannel Advertising A Must

    Landscape: The Omnichannel Advertising Playbook

    February 4, 2020Joanna O'Connell, Brandon Verblow

    B2C marketers face the challenge of delivering business value and providing consumers with great marketing experiences — and advertising experiences as well. But while consumers' rapidly evolving media consumption behavior offers brands opportunity, it also adds complexity. This report outlines what current consumer media consumption and ad spend trends mean to help brands navigate how to best rethink their own media mix to maximize advertising's impact.

  • For B2C Marketing Professionals

    REPORT: Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

    Roadmap: The Omnichannel Advertising Playbook

    February 3, 2020Joanna O'Connell, Jim Nail

    B2C marketers have to graduate their advertising efforts from a disconnected multichannel approach to a holistically managed omnichannel one — to benefit business performance and consumer experience alike. To do so, they must invest in six core competencies, with a goal of developing maturity over time. This report provides the roadmap to help marketers plan and successfully deploy an omnichannel advertising approach.

  • For B2C Marketing Professionals

    REPORT: Omnichannel Advertising Delivers Positive ROI

    Business Case: The Omnichannel Advertising Playbook

    December 18, 2019Joanna O'Connell, Corey McNair

    Marketing professionals struggle to articulate the value of an omnichannel approach to advertising because of the level of commitment required and difficulty in directly attributing financial success. Senior stakeholders demand clear business outcomes to justify the necessary reorganization of marketing teams and partners. This report and accompanying tool make use of Forrester's Total Economic Impact™ (TEI) framework to help B2C marketers structure a quantifiable business case for moving to an omnichannel approach to advertising.

  • For B2C Marketing Professionals

    REPORT: Create An Omnichannel Advertising Strategy Centered On Customer Experience

    Executive Overview: The Omnichannel Advertising Playbook

    November 22, 2019Joanna O'Connell

    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 approach that efficiently and effectively invests ad dollars. The new omnichannel advertising playbook helps marketers understand the fundamental shifts that are occurring and provides a strategic roadmap and best practices. This report introduces B2C marketers to the advice offered through the playbook. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to include updated examples and the addition of new data.

  • For B2C Marketing Professionals

    REPORT: The Future Of Omnichannel Advertising Must Be Customer Obsessed

    Vision: The Omnichannel Advertising Playbook

    November 8, 2019Joanna 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. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised the data throughout the report and figures.

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Webinar: Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

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