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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139 results in Reports

  • CMO
  • For CMO Professionals

    Report:Start To Build Your Ultimate Customer Relationship

    Digital Platforms Pave The Way For Others To Build Powerful Lifestyle-Enhancing Relationships

    Thanks to digital disruption, consumers have fully embraced a world where they use digital enablers to connect with companies more deeply than ever before. Digital platform providers like Amazon.com,...

    • Downloads: 388
  • For CMO Professionals

    Report:Adaptive Planning Delivers Marketing Accountability

    The Benefits Of A Flexible And Result-Focused Approach To Marketing Planning

    Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is...

    • Downloads: 384
  • For CMO Professionals

    Report:Marketing Budgets For 2012 Expose A Fear Of Commitment

    Digital Media Spending Surpasses That Of Traditional Media, But Marketers Wait To Commit Spend

    As the economic recession lingers on, marketers remain cautious. Forecasts show that budgets are on the rise, but marketers are reluctant to commit. A more pragmatic marketer is emerging who wants...

    • Downloads: 900
  • For CMO Professionals

    Report:Financial Service Brands Fail To Earn TRUE Consumer Trust

    Technographics® TRUE Brand Compass: Financial Services

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all industries now have a steeper hill to climb to earn brand preference, referral, and...

    • Downloads: 359
  • For CMO Professionals

    Report:Big-Box Retailers Must Be Trusted And Essential To Build Their Brand

    Technographics® TRUE Brand Compass: Big-Box Retail

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all consumer industries now have a steeper hill to climb to earn brand preference, referral,...

    • Downloads: 250
  • For CMO Professionals

    Report:The Next Act For Agencies: The Post-Digital Agency Landscape

    Over the past five years, digital has defined "what's new" from agencies, and marketers have moved substantial budget to social, mobile, and customer relationship management (CRM), to the tune of $50...

    • Downloads: 806
  • For CMO Professionals

    Report:Trust, Not Buzz, Builds Health And Beauty Brand Resonance

    Technographics® TRUE Brand Compass: Health And Beauty Consumer Packaged Goods

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers now have a steeper hill to climb to earn consumers' brand preference, referral, and willingness to pay...

    • Downloads: 237
  • For CMO Professionals

    Report:Build Your Army Of Brand Advocates From Across The Enterprise

    Forrester's research with senior marketing leaders shows that enterprisewide commitment and engagement are critical to successfully building a brand in the 21st century. But this is also marketers'...

    • Downloads: 226
  • For CMO Professionals

    Report:How To Build Your Brand With Generation Z

    Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...

    • Downloads: 560
  • For CMO Professionals

    Report:Establish New Agency Partnerships

    Building a 21st century brand requires marketers to form new types of partnership with agencies. As with the fast-changing technology landscape, it's up to marketers to stay current with the...

    • Downloads: 445
  • For CMO Professionals

    Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

    This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

    • Downloads: 44
  • For CMO Professionals

    Report:The Digitization Of All Agencies

    Marketers And Agencies Must Adapt To Manage Marketing Complexity

    All agencies are digitizing their core capabilities regardless of medium or service. This will create new complexity for marketers. But marketers still use yesterday's model for agency management,...

    • Downloads: 823
  • For CMO Professionals

    Report:The Costs And Benefits Of Marketing Innovation Labs

    Build An Innovation Lab To Focus The Organization On "What's Next" Customer Engagement Opportunities

    Marketing innovation labs are all the rage. Companies including Staples, Wal-Mart, Mondelez International, Nike, Comcast, Nestlé, Chick-fil-A, and many more have developed innovation labs to...

    • Downloads: 416
  • For CMO Professionals

    Report:How Social Media Is Changing Brand Building

    Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of...

    • Downloads: 1670
  • For CMO Professionals

    Report:Predictions 2014: B2C CMOs Embrace The Post-Digital Landscape

    The post-digital era is upon us — digital has tremendous impact but no longer lives in its own vacuum of marketing tactics. And this will be another year in which fast-paced technology adoption...

    • Downloads: 354
  • For CMO Professionals

    Report:TV And Video Advertising Is On The Upswing In 2012

    Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

    • Downloads: 846
  • For CMO Professionals

    Report:Brief: Business Models Determine Agency Strengths

    Not All Agencies Are Built On The Same Financial Foundation

    Recently, Forrester defined a new agency landscape, defined by the primary strategic objectives of marketers. The agency models we introduced — Innovator, Integrator, and Implementer —...

    • Downloads: 182
  • For CMO Professionals

    Report:The CMO And CIO Must Accelerate On Their Path To Better Collaboration

    Chief marketing officers (CMOs) need to engage their chief information officers (CIOs) to develop the most effective strategy for putting marketing technology into practice. But the two organizations...

    • Downloads: 380
  • For CMO Professionals

    Report:Customer Life-Cycle Marketing Demands New Metrics

    Performance Management: The Customer Life-Cycle Marketing Playbook

    To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer life...

    • Downloads: 1564
  • For CMO Professionals

    Report:The Post-Digital Rules Of Brand Building

    Executive Overview: The 21st Century Brand Marketing Playbook

    In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interacted...

    • Downloads: 1177
  • For CMO Professionals

    Report:Trends For The B2C CMO To Watch In 2013

    Embrace Digital Innovation To Deliver Compelling Brand Experiences

    2013 will be a unique year for CMOs of consumer-focused companies. They will have to drive their brands to deliver cohesive brand experiences that use digital to augment and extend their engagement...

    • Downloads: 770
  • For CMO Professionals

    Report:The Role Of Digital In The Path To Purchase

    New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

    CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

    • Downloads: 1524
  • For CMO Professionals

    Report:The Business Opportunity Behind Adaptive Intelligence

    Improve Business Outcomes With Adaptive Intelligence

    This report, originally written for CIOs, includes content relevant to CMOs. And here's why: To fuel growth, CMOs must be able to turn big data into smart data that provides the marketing team with...

    • Downloads: 232
  • For CMO Professionals

    Report:Compare Your B2B Content Marketing Maturity

    Benchmarks: The Content Marketing Playbook

    Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about features and benefits to delivering valuable information that drives...

    • Downloads: 211
  • For CMO Professionals

    Report:Rethink Marketing In The Customer's Context

    How B2B Marketers Need To Recast Their Approach

    Business-to-business (B2B) marketers must face a new reality: Customers seek a range of inputs as they embark on solving business needs. Some executives prefer vendors that can create and deliver on...

    • Downloads: 858