VIEUQES, PR — A lot of people will give you a lot of different answers about how marketing should work. For Joanna O’Connell, it comes down to valuable conversations.

In this video interview with Beet.TV, the marketing analyst turned marketing chief gives Beet.TV her prescription for advertising effectiveness.

“How do you help a marketer or an agency create conversations at scale with their best prospects and customers?,” she asks. “That’s what great marketing should be about … great marketing should enable a marketer and a consumer to connect in a way that’s providing value to both of them.

“The way in which you do that is a really strong understanding of data, an enrichment of data sets with additional sets of data that have proven value. You need to do that at a core.”

O’Connell spent three years advising marketers as a Forrester analyst before building out AdExchanger‘s research and analysis capability, and then joining MediaMath, which offers technology including a demand-side platform to help advertisers buy across channels.

Fresh from rolling out a suite of tools Down Under, MediaMath also just partnered with Zirca Digital Solutions to set up shop in India, country number 42 for the outfit.

Amid expansion, O’Connell retains her opinion on what makes the business tick.

“To make the experience great, you need to be able to understand, in that moment, what is the right thing to do – that takes holistic decisioning,” she says. “You need to be able to measure against true business outcomes … and you need to have a great creative experience.”

This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.