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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34 results in Reports

  • eCommerce
  • CMO
  • For CMO Professionals

    Report:The Marketing Case For A Branded Sales Channel

    Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

    Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while...

    • Downloads: 274
  • For CMO Professionals

    Report:B2B Marketing's Big Data Destiny

    How To Make Business Buyer Data Actionable

    Business-to-business (B2B) CMOs who make business decisions based on internal data, with all of its imperfections and gaps, risk the same fate as hikers who head off into the wilderness without a...

    • Downloads: 346
  • 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: 190
  • 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: 860
  • For CMO Professionals

    Report:Brief: Redesign B2B Dashboards Around Customers To Deliver Actionable Insights

    Most B2B marketers rely on static slide decks and tedious spreadsheets to demonstrate the impact of their marketing spend. Yet they are being held to higher expectations regarding ROI and faster...

    • Downloads: 322
  • For CMO Professionals

    Report:It's Time To Put Shoppers Back Into Shopper Marketing

    Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

    CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

    • Downloads: 347
  • For CMO Professionals

    Report:Brief: Create Mobile Moments That Boost The Brand Experience

    Shift Mobile From A Siloed Tactic To A Connected Brand Building Tool

    Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers is...

    • Downloads: 169
  • For CMO Professionals

    Report:Next-Generation Dashboards Put Data To Work To Drive B2B Marketing Decisions

    New marketing dashboard offerings deserve attention from business-to-business (B2B) CMOs, because these tools help convert dashboards from pipeline data displays and report aggregators to...

    • Downloads: 234
  • For CMO Professionals

    Report:B2B CMOs Must Evolve Or Move On

    CMOs Stand At The Crossroads Of A Redefined Marketing Remit

    Digital channels, online social activity, and rapidly evolving personal technology cause top business marketers to take on unfamiliar responsibilities in order to succeed. While new peer and...

    • Downloads: 472
  • 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: 420
  • For CMO Professionals

    Report:2013 B2B CMO Imperatives

    Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

    Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

    • Downloads: 1062
  • 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: 212
  • 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: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: 1525
  • For CMO Professionals

    Report:Predictions 2014: B2B CMOs Will Juggle Data, Brand, And Organizational Investments

    In 2014, business-to-business (B2B) CMOs will have to determine the right balance of investments in data and analysis, brand building efforts, and organizational adaptations that help handle these...

    • Downloads: 375
  • For CMO Professionals

    Report:Case Study: Caterpillar Aligns Business And IT To Build Customer Value And Power Growth

    Caterpillar has encountered a dramatic shift in the buying process as its customers move to digital channels to learn about and support construction equipment. While reinforcing its traditional...

    • Downloads: 341
  • For CMO Professionals

    Report:Metrics That Matter For B2B Marketers

    Revenue Impact Should Top The CMO's Management Dashboard

    Chief marketing officers (CMOs) frequently ask Forrester what they should have on their management dashboards. Business-to-business (B2B) CMOs need to do more than measure activities like...

    • Downloads: 903
  • For CMO Professionals

    Report:Transform From Top Lead Supplier Into Leader Of Customer Engagement

    The New Physics Of Lead-To-Revenue Management

    The report "The New Physics Of Lead-To-Revenue Management," originally written for sales enablement professionals, explains that standard practices, which demonstrate marketing spend's impact on...

    • Downloads: 213
  • For CMO Professionals

    Report:Marketers Need To Put Money Where A Consumer's Mouth Is

    How Consumers Discover New Brands, Products, And Services

    This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

    • Downloads: 373
  • For CMO Professionals

    Report:Make B2B Marketing Thrive In The Age Of The Customer

    Empowered buyers, disruptive digital innovations, and removal of global and traditional boundaries erase traditional types of competitive advantage. We are now in an era in which competition comes...

    • Downloads: 859
  • For CMO Professionals

    Report:Fragmented Path-To-Purchase Demands Everywhere Marketing

    Landscape: The Customer Life-Cycle Marketing Playbook

    The traditional marketing funnel has been done in by consumer behaviors that are anything but linear. Instead, in each phase of Forrester's customer life cycle — discover, explore, buy, and...

    • Downloads: 774
  • For CMO Professionals

    Report:Driving B2B Demand With Social Media

    B2B Marketers Must Focus On The Social Rather Than The Media

    When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another...

    • Downloads: 960
  • 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: 723
  • For CMO Professionals

    Report:How To Engage Your Omnichannel Consumer

    Brand Engagement The Consumer Way

    The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies...

    • Downloads: 753
  • For CMO Professionals

    Report:The Future Of Business Is Digital

    The Powerful Advantages Of Embracing Dynamic Ecosystems Of Value

    Business leaders don't think of digital as central to their business because in the past, it hasn't been. But now your customers, your products, your business operations, and your competitors are...

    • Downloads: 1163