Forrester Research

Analyst's Photo	Name and Title	Contact information
	Christine Spivey Overby Vice President, Role Manager - 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 team covering topics that range from word-of-mouth marketing, search marketing, Social Computing, and Web 2.0 to email marketing and RSS. Christine's own coverage area focuses on general interactive marketing trends.

Previous Work Experience

Since joining Forrester in 1998, Christine has covered a variety of technology markets and technology-enabled business trends. From 2001 to 2006, Christine led Forrester's consumer product research on marketing, sales, and supply chain processes. In that capacity, she spearheaded research on RFID adoption in consumer products and retail. She is the primary author of Forrester's first RFID report "RFID: The Smart Product (R)evolution." Prior to leading this CP research, Christine was an analyst on the eBusiness organization and services team at Forrester. Christine began her career at Forrester as a research associate in the software strategies group.

Christine has been widely quoted in the press, including such media outlets as The Boston Globe, Fortune, The Globe and Mail, The New York Times, and The Wall Street Journal. An accomplished public speaker, Christine currently champions and hosts Forrester's long-running Consumer Forum, an event attracting more than 600 marketing executives. She has delivered keynotes at many events, including Forrester's Consumer Forum, Executive Forum, and Consumer Packaged Goods (CPG) Summit.

Until becoming the interactive marketing research director in 2007, Christine was a primary contributor to Forrester's offerings for the Marketing Leadership professional, as well as a frequent contributor to the Interactive Marketing professional. This coverage included marketing measurement strategies, marketing as a driver of corporate innovation, and the role of mobile channels in the overall marketing mix. Prior to joining Forrester, Christine worked for the US Department of Health & Human Services.