Carrie Johnson

VP, Group Director serving eBusiness & Channel Strategy PROFESSIONALS

Carrie serves eBusiness & Channel Strategy Professionals and leads a team that helps these professionals in the retail, financial services, travel, and healthcare industries optimize sales and service strategies across channels. Carrie's current research focuses on online and multichannel retailing.

Prior to this position, Carrie spent eight years at Forrester researching the dynamics and growth of online retailing. In this role, she analyzed consumers' adoption of eCommerce, their multichannel behavior, and how retailers optimize sales to those consumers with key technologies and strategies. In this role, Carrie authored many key Forrester reports, including Forrester's annual eCommerce forecast. In addition, since 2002, Carrie has authored or led the research effort for "The State of Retailing Online," a Shop.org survey conducted by Forrester Research.

Previous Work Experience

Carrie's background prior to Forrester includes work at the Harvard Business School, where she wrote case studies on Barnes & Noble, Frontgate, PlanetAll, QVC, Streamline, and TV Guide.

Carrie has appeared on NBC Nightly News, CNBC, and CNNfn to speak about online retail trends and react to various retail news events. She has also been quoted in various newspapers, including The Wall Street Journal, The New York Times, USA Today, and The Boston Globe.

Education

Carrie is a magna cum laude graduate of Bowdoin College.

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3664 results in Reports

    • For Marketing Leadership Professionals

      Report:Customer Life-Cycle Industry Overview: Automobiles

      A Consumer Technographics® Report

      When Mad Men's silver-tongued creative director Don Draper declared that "happiness is the smell of a new car," he suggested that buying a car means more than just having the ability to get from one...

      • Downloads: 72
    • For Application Development & Delivery Professionals

      Report:How And Why Customers Choose Public Cloud Platforms

      Fast Delivery Is Just The Beginning

      All of the application development and delivery (AD&D) leaders that we interviewed for "The Forrester WaveTM: Enterprise Public Cloud Platforms, Q2 2013" told us that they made the move to public...

      • Downloads: 417
    • For Sourcing & Vendor Management Professionals

      Report:The Forrester Wave™: VMS, Q1 2014

      How Vendors Rank For Contingent Staff And SOW/Services Procurement Engagements

      Companies spend a significant amount of money on nonpermanent workers and they need a vendor management system (VMS) to manage the complexity of a contingent workforce program. But as programs...

      • Downloads: 266
    • For CMO Professionals

      Report:Create A Connected Communications Plan For The Post-Digital Era

      Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this...

      • Downloads: 410
    • For Marketing Leadership Professionals

      Report:Integrate YouTube Into Your Communication Strategy

      How To Activate Your Video Assets To Engage With Customers At Each Stage Of The Life Cycle

      As consumers embrace consumption of digital videos with gusto, marketers are waking up to the potential of integrating online video content into their marketing mix. Because YouTube plays a central...

      • Downloads: 280
    • For Application Development & Delivery Professionals

      Report:Define Your Strategic HR Technology Road Map

      Road Map: The Human Resource Management Playbook

      Most companies face challenges in sustaining a portfolio of human resource management (HRM) applications, which are typically poorly integrated and have functional gaps as well as solution overlaps....

      • Downloads: 414
    • For Marketing Leadership Professionals

      Report:Gambling: Bet On Mobile Products And Services

      After so many years of unmet expectations, gambling is finally going mobile. Although it's not yet the promised El Dorado, and despite the fact that competition is likely to be fiercer in a complex...

      • Downloads: 615
    • For Customer Experience Professionals

      Report:How AT&T Mobility Elevated Its Customer Experience Maturity

      Many firms aspire to move beyond just repairing broken experiences to a phase we call "elevate," in which they work to prevent bad experiences from happening in the first place. AT&T's Mobility...

      • Downloads: 407
    • For CIO Professionals

      Report:Mobile App Or Mobile Web? For IT, It's A Choice, Not A Battle

      Neither Is Perfect, But Either Could Be Perfect For Your Customer

      Companies struggle to choose between building a mobile app and implementing a mobile website. The decision becomes a battle shrouded in competing points of view and often a lack of customer...

      • Downloads: 390
    • For Sourcing & Vendor Management Professionals

      Report:Market Overview: Value-Added Resellers

      A Buyer's Guide To The Evolving Software Reseller Landscape

      For years, Forrester has followed a changing landscape in the software value-added reseller (VAR) market. An increase in direct selling by original equipment manufacturers (OEMs), a diminishing role...

      • Downloads: 207
    • For Application Development & Delivery Professionals

      Report:Design Mobile Apps From The Outside In

      Policy And Procedures: The Mobile App Development Playbook

      This report outlines best practices in mobile app design that application development & delivery professionals can use to design great mobile apps. Customer expectations for mobile apps have never...

      • Downloads: 3350
    • For Sourcing & Vendor Management Professionals

      Report:Application Portfolio Analysis Tool

      In IT services sourcing, the strategic decisions and vendor selection process for your company’s applications and infrastructures (A&I) are critical. Your service requirements and ability...

      • Downloads: 58
    • For Security & Risk Professionals

      Report:Enforce A Just Culture To Fortify The Human Firewall

      Transform Impotent Policies Into The Foundation Of Your Security Program

      In the continually changing landscape of internal and external security threats, S&R professionals must constantly assess the efficacy of their security programs. Although policy is at the core of...

      • Downloads: 101
    • For Marketing Leadership Professionals

      Report:Tech Marketers' 2012 Investment Plans

      Money Shifts To Operations In the Tech Marketing Flywheel

      Tech marketers are making a big investment in the transition from "art to science" in 2012 as they flow more money into the activities and technologies of marketing operations. Two factors stand out...

      • Downloads: 444
    • For Customer Insights Professionals

      Report:The Forrester Wave™: Customer Analytics Solutions, Q4 2012

      How Six Vendors Stack Up In A Mature Yet Changing Market

      In Forrester's 70-criteria evaluation of customer analytics vendors, we identified the six most significant software providers — Angoss Software, FICO, IBM, KXEN, Pitney Bowes, and SAS —...

      • Downloads: 1190
    • For Application Development & Delivery Professionals

      Report:The Forrester Wave™: Enterprise ETL, Q1 2012

      Informatica, IBM, Oracle, SAP, SAS, Ab Initio, And Talend Lead, With Pervasive, Microsoft, And iWay Close Behind

      In Forrester's 60-criteria evaluation of enterprise extract, transform, and load (ETL) vendors, we found that Informatica, IBM, Oracle, and SAP maintain leadership positions thanks to their ability...

      • Downloads: 1993
    • For Marketing Leadership Professionals

      Report:Mobile Location Becomes Invisible

      No Longer A Service, Location Will Be Embedded In Mobile Products

      eBay's recent acquisition of Where and Groupon's acquisition of Whrrl show how two Internet pure players looking to develop mobile transactions plan to integrate new location-based features into...

      • Downloads: 708
    • For CIO Professionals

      Report:Improve Productivity With The Cloud

      When a market disruption as large as cloud computing comes along, it sends ripples throughout your organization, so it should come as no surprise that attitudes toward this technology vary widely...

      • Downloads: 1745
    • For Application Development & Delivery Professionals

      Report:The UC User Dilemma: If I&O Builds It, Will They Come?

      I&O Teams Can Take A More Active Role In Driving User Adoption By Avoiding Six Common UC Deployment Pitfalls

      The value of unified communications (UC) increases when users have the reassurance that they can collaborate across the enterprise. For many infrastructure and operations (I&O) professionals who are...

      • Downloads: 380
    • For eBusiness & Channel Strategy Professionals

      Report:Trends 2013: US Retail eBusiness

      As US online retail continues to grow and capture shopper wallet share, online retail executives must determine the best areas on which to focus their limited resources, particularly given the number...

      • Downloads: 997
    • For CIO Professionals

      Report:The Age Of The Customer Redefines Technology Management Archetypes

      The CIO's Dual Agenda — Both BT And IT — Requires Customer Understanding And Responsiveness

      CIOs now face a dual agenda — BT and IT. This is the age of the customer: a 20-year business cycle in which the most successful companies will reinvent themselves to systematically understand...

      • Downloads: 345
    • For Customer Experience Professionals

      Report:Hiring The Right Customer Experience Team For Greater CX Maturity

      Although customer experience (CX) teams need a diverse mix of skills, they're typically too small to afford an army of specialists. In fact, many CX leaders have just one or two direct reports when...

      • Downloads: 331
    • For Application Development & Delivery Professionals

      Report:Market Overview: Web Content Management Systems

      Solutions For Delivering Digital Customer Experiences, Informational Websites, And Intranets

      The relevance of web content management (WCM) has never been higher as businesses and brands leverage this technology to support their multichannel digital customer experiences. The WCM market...

      • Downloads: 496
    • For Application Development & Delivery Professionals

      Report:Extend CRM Operations With Lead Generation And Management

      The Forrester Wave: Lead-To-Revenue Management Platform Vendors, Q1 2014

      This report, originally written for customer insights professionals, includes content relevant to professionals using or supporting customer relationship management (CRM) applications, especially...

      • Downloads: 205
    • For eBusiness & Channel Strategy Professionals

      Report:The Metamorphosis To Agile Customer Service

      eBusinesses Must Integrate The Three C's Of Agile Customer Service

      "Cross-channel," "relevance," and "personalization" are not new words in the customer service conversation. What is new is the urgency surrounding this conversation. This exigency is driven by the...

      • Downloads: 924