Julie A. Ask

Vice President, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Julie serves eBusiness & Channel Strategy Professionals. Julie's 25 years of work experience is balanced between the engineering and management consulting work she did in the first half of her career and her work as an analyst for the past 12 years. The combination of technical and business expertise positions prepared her well to work with business leaders to identify new opportunities offered by mobile technology and to develop strategies to engage with consumers on mobile devices. She has worked with hundreds of clients across retail, travel, banking, insurance, CPG, healthcare, retail, and more to advise and guide the development of their mobile strategies.

Julie's research and analysis have been widely cited in publications including The Wall Street Journal, The New York Times, USA Today, BusinessWeek, RCR Wireless, and The Onion and on CBS, NBC, and PBS.

Previous Work Experience

Prior to becoming an analyst, Julie worked at a contextual services mobile startup in San Francisco and prior to that at Booz Allen & Hamilton.

Education

Julie holds a B.S.E.E. and a Master of Science in electrical engineering and computer science from the Massachusetts Institute of Technology (MIT). She also holds an M.B.A. from the University of Michigan.

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43 results in Reports

  • Media Mix
  • Consumer Technographics
  • For Marketing Leadership Professionals

    Report:Drive Higher Brand Engagement On Mobile Devices

    Mobile Marketing Needs To Be A Value Exchange Between Brand And Consumer

    Consumers' use of mobile is nearly ubiquitous in North America, but mobile marketing is still in its early years. Interactive marketers must take advantage of the opportunity to capture consumers'...

    • Downloads: 616
  • For Marketing Leadership Professionals

    Report:The New Messaging Mandate

    Vision: The Email Marketing Playbook

    This report lays out Forrester's vision of email marketing for interactive marketers: Integrate email into a multichannel conversation that includes a number of non-email communication vehicles. Why?...

    • Downloads: 1172
  • For Marketing Leadership Professionals

    Report:Chinese Mobile Consumers Are An Attractive But Unique Audience

    How Mobile Marketing Differs In The Largest Smartphone Market In The World

    China is the largest smartphone market in the world, with what appear to be highly sophisticated mobile users. Metro Chinese consumers use mobile for everything from social media to watching video to...

    • Downloads: 160
  • For CMO Professionals

    Report:Revisiting The Touchpoint-Impact Framework For 2014

    A Deep Dive Into Apparel And Personal Care Categories

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

    • Downloads: 222
  • For Marketing Leadership Professionals

    Report:The Always Addressable Customer

    Vision: The Mobile Marketing Playbook

    This report introduces Forrester's vision of mobile marketing for interactive marketing professionals: Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we...

    • Downloads: 1069
  • For eBusiness & Channel Strategy Professionals

    Report:2D Bar Codes: Emerging Role In Sales

    An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency

    2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute well...

    • Downloads: 252
  • 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: 1518
  • For Marketing Leadership Professionals

    Report:In-Stream Audio Advertising

    Expand Your Buys, Extend Your Reach, And Get Advertising Traction On Mobile

    In-stream audio is an attractive medium, as it offers a unique user experience supported by targeted reach and guaranteed impressions to support brand goals. In-stream audio advertising is a...

    • Downloads: 279
  • For CIO Professionals

    Report:Services For The Digital Self

    The Battle To Serve You . . . And Profit From Your Data

    People must manage an exploding array of digital content that they create or are responsible for, both at work and at home. We call this collection the digital self, and it includes everything from...

    • Downloads: 660
  • For Marketing Leadership Professionals

    Report:Trial NFC To Connect The Real World With Mobile

    The Time Is Right To Test Hyperlocal Near Field Communication (NFC)

    Near field communication (NFC) allows consumers to use their mobile and custom devices to directly interact with almost any real-world object such as posters, clothes, and shop windows. The allure of...

    • Downloads: 732
  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2011

    And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

    As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

    • Downloads: 861
  • For Marketing Leadership Professionals

    Report:Customize Your Interactive Brand Ecosystem

    Use Scale And Audience Trust To Prioritize Interactive Marketing Channels

    Building an effective brand ecosystem can be hard: Interactive marketers have dozens of social, mobile, and paid media channels to choose from and often limited resources to work with. To make the...

    • Downloads: 679
  • For eBusiness & Channel Strategy Professionals

    Report:Understand Communication Channel Needs To Craft Your Customer Service Strategy

    Consumers' preferences for customer service channels are rapidly changing. And it's not just the younger generation of consumers — there's disruption and change across all ages and...

    • Downloads: 773
  • For Marketing Leadership Professionals

    Report:Sharpen Your Mix In China With The Marketing RaDaR

    Chinese consumers are eagerly embracing new media channels such as social and mobile more and more in their daily lives. To effectively reach and engage with them, marketers have to manage and...

    • Downloads: 58
  • For Marketing Leadership Professionals

    Report:Understand Immediacy, Simplicity, And Context

    Processes: The Mobile Marketing Playbook

    This report highlights the key principles of mobile experience that interactive marketers must weave into the process of crafting mobile marketing strategies. More people own smartphones than ever...

    • Downloads: 1681
  • For Customer Insights Professionals

    Report:A Qualitative Look At Pinterest Usage In The US And UK

    A Technographics® Report: How US And UK Consumers' Usage And Perception Of Pinterest Differ

    Adoption of Pinterest is showing continuous growth, particularly in the US, and companies need to understand why consumers spend time on it. This will help brands develop a successful strategy for...

    • Downloads: 50
  • For eBusiness & Channel Strategy Professionals

    Report:European eBusiness Executives Take A Cautious Approach To Daily Deals

    Brand And Margin Protection Inhibit Adoption, But Other Approaches Are Emerging

    Skepticism is the watchword across Europe as eBusiness executives consider engaging with daily deals sites such as Groupon and Living Social. Concerns about brand damage and sales cannibalization are...

    • Downloads: 178
  • For Marketing Leadership Professionals

    Report:Boost Your Content Ecosystem With Video

    How To Use Online Video Content To Drive Results

    Consumption of online video content is popular and growing. Yet most marketers rely on in-stream advertising as their only marketing approach for online video. This report explains the advantages...

    • Downloads: 698
  • For Marketing Leadership Professionals

    Report:Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

    Boost Targeting Options For TV With Dynamic Ad Insertions

    The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute...

    • Downloads: 131
  • For Marketing Leadership Professionals

    Report:Revealing The Social Technographics® Scores Of Global Consumers

    Global Consumer Technographics

    Social media is now embedded in the Internet experience for consumers around the globe. This means that marketers now face the question of how to use social media, rather than whether they should...

    • Downloads: 64
  • For Marketing Leadership Professionals

    Report:Messaging Apps: Mobile Becomes The New Face Of Social

    Messaging Apps Will Force Digital Platforms To Evolve

    You've surely heard of the second-largest acquisition in tech history, Facebook's purchase of WhatsApp for $19 billion. However, you may not have heard of KakaoTalk, Kik, Line, Secret, Snapchat,...

    • Downloads: 169
  • For Marketing Leadership Professionals

    Report:Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook

    Nearly every marketer uses social media today, but too few use it well. Most marketers treat social as something special and unique, leading them either to separate it completely from the rest of...

    • Downloads: 1853
  • For CMO Professionals

    Report:Marketing Leaders' Approach To Content Creation For Brands

    Four Examples Show How To Experiment In Branded Content Development

    Marketers have long relied on advertising and their agencies to help tell the story of their brands. As consumers become immune to traditional advertising and ad clutter and fragmentation limits ad...

    • Downloads: 760
  • For Marketing Leadership Professionals

    Report:The Facebook Factor: US Online Youth

    Quantifying The Impact Of Social Networking Sites On Brand Interactions For US Online Youth

    It's been more than a year since Forrester published its original report on the "Facebook factor," which quantified the impact of a Facebook fan on brand interactions for US online adults, and social...

    • Downloads: 299
  • For Marketing Leadership Professionals

    Report:Twitter: The Public Forum For Your Brand

    How Interactive Marketers Should Tap Twitter For Real Business Results

    With Twitter's usage numbers ballooning and its recent announcement of brand pages, interactive marketers are paying attention. Recognizing its potential across the marketing mix, many have already...

    • Downloads: 731