Forrester Research

Analyst's Photo	Name and Title	Contact information
	Christine Spivey Overby Vice President, Practice Leader - Interactive Marketing

Research Coverage

Consumer Packaged Goods, Consumer Packaged Goods Marketing, Interactive Marketing, Marketing & Advertising, Media & Entertainment, Retail

Research Focus

Christine serves Interactive Marketing Professionals. She leads a research, consulting, and advisor team that helps clients develop their digital marketing strategy and programs. As a Forrester analyst in the past, Christine specialized in marketing, sales, and distribution strategies in consumer packaged goods. Christine has worked for Forrester since 1998 in various research and management positions across practices such as consumer markets, sourcing and vendor strategy, and software strategies.

Previous Work Experience

Since joining Forrester in 1998, Christine has covered a variety of marketing and technology trends. Until becoming the practice leader for interactive marketing, Christine led a research team focused on digital channels such as search, email, online display, and social media. Her direct research coverage included marketing measurement strategies, marketing as a driver of corporate innovation, and the role of mobile channels in the overall marketing mix. From 2001 to 2006, Christine led Forrester's consumer product research on marketing, sales, and distribution processes. In that capacity, she launched Forrester's first research on Radio Frequency Identification (RFID) technology. Prior to this, Christine was an analyst on the eBusiness organization and services team at Forrester.

Christine has been widely quoted in the press, including the BBC, The Boston Globe, Fortune, The Globe and Mail, The New York Times, and The Wall Street Journal. Christine currently champions and hosts Forrester's long-running European Marketing & Strategy Forum. She has hosted and delivered keynotes at many events, including Forrester's North American Marketing Forum, Consumer Forum, Executive Forum, and Consumer Packaged Goods (CPG) Summit.

Prior to joining Forrester, Christine worked for the US Department of Health & Human Services.