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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140 results in Reports

  • CMO
  • For CMO Professionals

    Report:Manage The Digitization Of Agency Services

    Performance Management: The 21st Century Brand Marketing Playbook

    To effectively manage agency partners, marketers must reorient themselves to the shifting terrain of the agency landscape. All agencies are digitizing their core capabilities to help clients engage...

    • Downloads: 437
  • For CMO Professionals

    Report:B2B Marketing Measurement Needs An MBA

    Marketing Data Is Key To B2B Business Decisions, But Top Execs Don't Take It Seriously

    Business-to-business (B2B) chief marketing officers (CMOs) can no longer rely on soft measures like brand awareness or disconnected stats like trade show scans or website traffic to demonstrate how...

    • Downloads: 367
    • Rating:
  • For CMO Professionals

    Report:Become A Social CMO

    CMOs Must Experience Social Networking To Lead The Brand Experience

    CMOs indicate that, in the age of the customer, collaboration and influence through social networking will have the biggest impact on their organizations in the next three to five years. However,...

    • Downloads: 591
  • For CMO Professionals

    Report:Build A Marketing Innovation Engine And Team To Power Growth

    Invest In Marketing Technology Talent To Accelerate Marketing Innovation Velocity

    Top CMOs are partnering with their CIO counterparts to integrate new technologies into their customer engagement, commercial, and brand building efforts as consumers rapidly adopt new behaviors and...

    • Downloads: 237
    • Rating:
  • For CMO Professionals

    Report:Nurture Thought Leadership To Nurture Your Brand

    Make Thought Leadership The Tip Of The Content Marketing Spear

    Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. But when marketers publish promotional...

    • Downloads: 647
    • Comments: 1
    • Rating:
  • For CMO Professionals

    Report:CMOs Must Drive Their Firms' Domain Strategy Now

    The Decision About Generic Top-Level Domains (gTLDs) Is An Immediate Priority

    Most companies have been looking at the upcoming availability of generic top-level domains (gTLDs) as a brand and trademark protection issue rather than as a significant new business opportunity....

    • Downloads: 401
  • For CMO Professionals

    Report:Marketers Need To Embrace The Customer Experience Ecosystem

    While marketers spend most of their efforts and resources on top-of-mind channels like the Web or TV, two-thirds of consumers report lackluster interactions with brands, leading to low levels of...

    • Downloads: 538
  • 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: 322
    • Rating:
  • For CMO Professionals

    Report:CMOs Must Lead The Customer-Obsessed Revolution

    Guiding The Journey To Competitive Advantage In The Age Of The Customer

    Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense...

    • Downloads: 564
  • For CMO Professionals

    Report:The Shifting Role Of GRPs In Media Buying

    Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video

    Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned,...

    • Downloads: 365
  • 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: 378
  • For CMO Professionals

    Report:How To Build A Strong B2B Brand

    B2B Brands Gain In Importance In The Age Of Empowered Customers

    Business-to-business (B2B) organizations find themselves dependent on a strong brand to maintain a place in the consideration set as business buyers gain control over the purchase process with easy...

    • Downloads: 371
  • For CMO Professionals

    Report:B2B Marketers Must Better Prepare For Marketing Automation

    Changing buyer behaviors require business-to-business (B2B) marketers to communicate with prospects and customers in new ways, by delivering content that is personalized to their needs, role, level...

    • Downloads: 966
  • For CMO Professionals

    Report:CMOs Must Prepare For Lead-To-Revenue Investments Now

    Balance People And Process To Fund L2RM

    This report, originally written for customer insights professionals, includes content relevant to CMOs, especially those leading marketing for business-to-business (B2B) companies. Here's why:...

    • Downloads: 139
    • Rating:
  • 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: 499
    • Rating:
  • For CMO Professionals

    Report:Case Study: JetBlue Connects The Dots To Deliver Marketable Service

    JetBlue Airways has had trend-defying growth — at 10 years old, it is now a $4 billion company — in an environment where consumers are flying less, costs continue to increase, and the...

    • Downloads: 363
  • For CMO Professionals

    Report:Measuring The Impact Of Branded Content

    Read this report if you want to understand how to measure the effectiveness of a branded content strategy along the stages of the customer life cycle. This report will help you define the most...

    • Downloads: 739
  • For CMO Professionals

    Report:Adopt The Customer Life Cycle To Win In The Age Of The Customer

    Executive Overview: The Customer Life-Cycle Marketing Playbook

    There is widespread recognition that the old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and the disruptive...

    • Downloads: 455
  • For CMO Professionals

    Report:Benchmark Your Organization's Readiness For Marketing Innovation

    In our February 2011 Global Marketing Leadership Survey, Forrester surveyed 68 marketing leaders about their company's approach to marketing innovation. Then we used these scores to filter their...

    • Downloads: 30
  • For CMO Professionals

    Report:Food And Beverage Brands Must Be Trusted And Essential

    Technographics® TRUE Brand Compass: Food And Beverage 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: 174
  • For CMO Professionals

    Report:Quick Take: Salesforce1 Announcement Is Long On Vision And Short On Cost And ROI Details

    Marketers Should Avoid Buying Into The Potential Of Salesforce.com's New Platform Without More Proof Of Investment

    On November 19, 2013, at the largest-ever Dreamforce in San Francisco, Marc Benioff and team announced the launch of Salesforce1, an integrated flexible platform underpinning the firm's sales,...

    • Downloads: 135
    • Rating:
  • 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: 882
  • For CMO Professionals

    Report:Navigate To A 21st Century Brand With The TRUE Brand Compass

    Landscape: The 21st Century Brand Marketing Playbook

    Technology-empowered consumers today have access to more information on brands than ever before and demand more of these brands. In turn, chief marketing officers (CMOs) are challenged to understand...

    • Downloads: 412
    • Rating:
  • 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: 826
    • Rating:
  • For CMO Professionals

    Report:Culture Is Key To Marketing Innovation Velocity

    How B2C Marketers Inspire Cultural Change

    Marketing innovation is hard and getting harder. Traditional marketing tools, channels, strategies, and tactics are becoming less effective in the age we live in now — that of the perpetually...

    • Downloads: 330
    • Rating: