Carrie   Johnson

Carrie Johnson

SVP, Research

As SVP, Research, Carrie leads a global research organization responsible for creating powerful ideas and objective, courageous, and relevant content that helps Forrester’s clients win, serve, and retain customers.

Prior to this role, Carrie held various research positions in Forrester's research organization over the past 18 years, most recently as a Group Director for the eBusiness & Channel Strategy and B2B Marketing Roles. As an analyst before that, Carrie researched the dynamics and growth of online retailing. In this role, she analyzed consumers' adoption of eCommerce, their multichannel behavior, and how retailers optimize sales to those consumers with key technologies and strategies.

Previous Work Experience

Carrie's background prior to Forrester includes work at the Harvard Business School, where she wrote case studies on Barnes & Noble, Frontgate, PlanetAll, QVC, Streamline, and TV Guide.

Carrie has appeared on NBC Nightly News, CNBC, and CNNfn to speak about online retail trends and react to various retail news events. She has also been quoted in various newspapers, including The Wall Street Journal, The New York Times, USA Today, and The Boston Globe.

Education

Carrie is a magna cum laude graduate of Bowdoin College.

Carrie Johnson

SVP, Research

As SVP, Research, Carrie leads a global research organization responsible for creating powerful ideas and objective, courageous, and relevant content that helps Forrester’s clients win, serve, and retain customers.

Prior to this role, Carrie held various research positions in Forrester's research organization over the past 18 years, most recently as a Group Director for the eBusiness & Channel Strategy and B2B Marketing Roles. As an analyst before that, Carrie researched the dynamics and growth of online retailing. In this role, she analyzed consumers' adoption of eCommerce, their multichannel behavior, and how retailers optimize sales to those consumers with key technologies and strategies.

Previous Work Experience

Carrie's background prior to Forrester includes work at the Harvard Business School, where she wrote case studies on Barnes & Noble, Frontgate, PlanetAll, QVC, Streamline, and TV Guide.

Carrie has appeared on NBC Nightly News, CNBC, and CNNfn to speak about online retail trends and react to various retail news events. She has also been quoted in various newspapers, including The Wall Street Journal, The New York Times, USA Today, and The Boston Globe.

Education

Carrie is a magna cum laude graduate of Bowdoin College.

Carrie Johnson's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: Trends 2012: eBusiness Operations And Customer Acquisition Benchmarks

    eBusiness Budgets Rise Again . . . And Will Continue To Grow

    July 25, 2012 Carrie Johnson

    eBusiness budgets rose again in 2011 and will keep rising in 2012. Why? Competition is heating up. The average eBusiness team is still maturing, and B2B firms increasingly are entering the eBusiness fray. Even companies with mature eBusiness operations have to keep up with evolving digital touchpoints like mobile as well as costly technology projects. In addition, increased investment in digital marketing by all firms is beginning to push online customer acquisition costs higher. This report updates our annual eBusiness spending and customer acquisition benchmarks and discusses how eBusiness professionals can acquire the budget and resources they need to stay competitive with their peers.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Mobile eBusiness Key Performance Measurements

    May 17, 2012 Carrie Johnson, Julie A. Ask

    Like mobile measurement, mobile benchmarking is still in its infancy. Hard-to-come-by benchmarks challenge eBusiness and channel strategy professionals to understand how their investment levels compare with their peers', and more importantly which mobile offerings and functionality set the bar for mobile customer experiences. In the report "Mobile Measurement Is An eBusiness Imperative," Forrester outlined a foundational strategy for mobile key performance indicators (KPIs). In this report, the benchmarking component of the mobile eBusiness playbook, we provide two types of benchmarks to get eBusiness and channel strategy professionals started with mobile benchmarking efforts: supply-side investment levels from online retailers and methodology-driven rankings of mobile banking functionality.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Strategic Staffing For Mobile eBusiness

    May 9, 2012Patti Freeman Evans, Carrie Johnson, Peter Wannemacher, Julie A. Ask, Jonathan Browne

    As mobile adoption increases, eBusiness and channel strategy professionals are challenged to determine how these devices integrate with their existing sales and service channels. It is imperative that eBusiness professionals configure their overall resources and capabilities to stay ahead of the rate of change as consumer technology adoption and behaviors change. Yet finding people with the skills required to push mobile initiatives forth is difficult. In many cases eBusiness professionals will need to look outside of their own organizations to find support in this early-stage of rapid mobile development. This report gives an overview of the key staffing and organizational issues that mobile presents to eBusiness professionals today.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Staffing For The Art And Science Of eBusiness

    A Further Look At Key eBusiness Skills And Functions

    May 8, 2012 Carrie Johnson

    What is the goal of eBusiness teams? To sell goods and services. As a result, eBusiness teams have become masters in the art of sales. As teams pivot efforts to optimize interactions across digital touchpoints, though, eBusiness teams find that they need more scientific skills in the form of data analysis and technical skills. A successful eBusiness strategy must marry the art as well as the science, and the marketer with the programmer. In past research, we found that firms were having a difficult time filling many positions and were turning to other industries for eBusiness talent. In this document, we expand on that research with a look at the critical functions of the eBusiness team, and we examine how those teams are blending the art and science of selling to staff up for the next evolution of digital sales and service.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Trends 2011: Staffing And Hiring For eBusiness

    eBusiness Leaders Who Struggle To Fill Open Jobs Can't Settle For Mediocrity

    January 9, 2012 Carrie Johnson

    Unemployment plagues the US, yet eBusiness and channel strategy professionals face a counterintuitive problem — hiring. They struggle to fill customer experience, IT, and business analyst roles. Plus, eBusiness leaders are in short supply. In this document we benchmark eBusiness team sizes by company size, worldwide employee base, and online revenue. We also analyze why some jobs are harder to hire for than others and give recommendations on how to build best-in-class eBusiness teams.

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