Joanna O'Connell
Articles By Joanna
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Customer-centric? You Need Organizational Change Management
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. There was a great deal of talk at last week’s two-day Industry Preview conference about the necessity of delivering more relevant experiences in a world that’s increasing wired […]
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The Push/Pull Balancing Act Of Content And Customer
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. I had a really interesting conversation with a Director of Digital Marketing at a financial services company recently as part of my “customer lifecycle management” research (which I’ll […]
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Privacy Versus Relevancy: We Need To Change The Conversation
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. I read this recent article on what I call the “privacy versus relevancy” conversation with some interest – it’s a topic that’s been on my radar, as it […]
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The Unraveling Ad Server Relationship
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. I read the recent news about Yahoo!’s opening up guaranteed inventory to Demand-Side Platforms (DSPs), including MediaMath, Doubleclick Bid Manager and The Trade Desk, with enormous interest, but […]
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Programmatic Is Table Stakes
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. As I was interviewing a senior level marketer in the beverage industry the other day for my customer lifecycle management research (which I’ll be presenting at the Industry […]
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Merge Ahead: Prepare For The Convergence Of Marketing And Ad Tech
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. We have a language problem in ad tech, and it’s only getting bigger. We love to use terms that have one meaning for us in “ad tech” and […]
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Answer These Questions Before You Bring Programmatic Buying 'In-House'
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. A recent survey noted a majority of CMOs are considering taking programmatic buying in-house (AdAge story), If you’re like me, you absorbed this study with both interest and […]
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Bushwhacking In The Data Management Woods
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. I just read another study – this one from business analytics firm Domo – highlighting marketers’ challenges and frustrations when it comes to accessing and making sense of […]
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The Future of Agency Trading Desks Begs Frank Discussion
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. In an AdExchanger interview with Brian O’Kelley, AppNexus founder and CEO, late last week, Mr. O’Kelley made a bold proclamation (well, he made many, but today I’ll just […]
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Cross-Platform: Key Questions For the Channel-Hopping Marketer
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. A recent study released by the ANA (done in partnership with Nielsen) indicates that 50% of marketers plan on dedicating budgets to multi-screen campaigns in the next three […]
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