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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32 results in Reports

  • Media Mix
  • CMO
  • 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: 771
  • For CMO Professionals

    Report:The New Layers Of TV Audience Insight

    Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on....

    • Downloads: 573
  • 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: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:TechRadar™ For CMO & Marketing Leadership Professionals: Shopper Marketing, Q2 2012

    Which Digital Shopper Marketing Tools To Invest In And Why

    Forrester's TechRadar methodology provides a framework to aid decision-makers in prioritizing investments and tools related to their discipline — in this case, shopper marketing. Consumers are...

    • Downloads: 711
  • 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: 576
  • 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: 814
  • For CMO Professionals

    Report:Why Marketers Must Integrate TV And Video Strategies

    In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

    • Downloads: 868
  • For CMO Professionals

    Report:Digital Remakes Out-Of-Home Advertising

    A Traditional Channel Gets An Interactive "In Person" Makeover

    Adding digital to traditional out-of-home has transformed a stagnant medium into a fast-growing channel with significant upside for marketers as small screens grow ever-more cluttered. The landscape...

    • Downloads: 440
  • 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: 1526
  • 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: 179
  • For CMO Professionals

    Report:B2B Marketing Trends And Predictions For 2012

    Last year, B2B CMOs were challenged with increasing marketing's impact on revenue, adapting to rapidly changing buyer behaviors, and delivering exceptional customer experiences. In 2012, they will go...

    • Downloads: 1372
  • 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: 447
  • For CMO Professionals

    Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

    Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

    • Downloads: 537
  • For CMO Professionals

    Report:The Corporate CMO's Renewed Strength

    Large consumer-facing companies often have some mix of multiple layers of marketing: corporate, divisional, brand, regional, country . . . These layers are configured in different ways in different...

    • Downloads: 342
  • For CMO Professionals

    Report:Brief: Scope Trumps Size In Media Agency Partnerships

    Cross-Platform Expertise And Ability To Activate Context-Rich Data Overtake Buying Power As Key Agency Differentiators For Advertisers

    The media landscape is rapidly evolving as advances in digital technology drive increased media fragmentation and new media consumption behaviors. These forces are changing for good the way media is...

    • Downloads: 116
  • For CMO Professionals

    Report:Orchestrating The Brand Experience: A Maturity Model

    A CMO's Road Map For Connecting The Dots

    Forrester has called for the CMO to be a chef d'orchestre, who assertively leads the definition of the brand and shepherds the brand experience across the marketing mix and around the company. But...

    • Downloads: 659
  • For CMO Professionals

    Report:Marketers Need To Take Accountability For Creative Strategy

    How Marketers Can Get Better Work From Their Brand Agencies

    Great creative advertising is always in demand. But when it comes to providing strategic direction to agencies, marketers are their own worst enemy. Why? Many marketers' organizational structures,...

    • Downloads: 354
  • 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:Shopper Marketing Breaks Out Of The Store

    Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

    Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

    • Downloads: 1003
  • 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: 377
  • 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: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:Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014

    Business-to-business (B2B) marketing executives must stretch budget dollars across an increasingly fragmented set of funding demands to reach buyers where they are spending their time. While CMOs...

    • Downloads: 402
  • 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: 244