Joana Lea Koehler

Senior Principal Consultant, Head of Brand & Campaign Tracking

Joana is Principal Research Consultant and Head of Brand & Campaign Tracking at eye square. She has been part of the Brand and Media Experience Unit since 2022.

Since the beginning of her career in market research in 2016, she has specialized in tracking studies – from brand tracking in up to 50 countries to the long-term and intensive monitoring of advertising campaigns throughout the entire year.

With her extensive experience, Joana is the strategic contact person for the Tracking Insights department at eye square. She is responsible for both brand and campaign tracking, from continuous data collection to wave or pre-post measurements. Her goal is to derive exciting and actionable insights from comprehensive datasets, thereby supporting the relevant teams at the advertisers from strategic brand management through media budget allocation to the optimization of creative implementation across individual media channels.

Joana completed her Bachelor’s degree in Applied Media and Communication Sciences and her Master’s degree in Media Management with a focus on Strategic Management at the Technical University of Ilmenau. She is proficient in implicit measurement methods, multivariate statistics, and with her keen sense for analytics and the exciting stories behind the numbers, she is our undisputed Queen of Tracking.

Before her time at eye square, she worked for several years at Factworks in market research, where she helped answer strategic product and company questions through international, quantitative studies.

BRAND & MEDIA EXPERIENCE