Carrie Johnson

VP, Group Director serving eBusiness & Channel Strategy PROFESSIONALS

Carrie serves eBusiness & Channel Strategy Professionals and leads a team that helps these professionals in the retail, financial services, travel, and healthcare industries optimize sales and service strategies across channels. Carrie's current research focuses on online and multichannel retailing.

Prior to this position, Carrie spent eight years at Forrester researching 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. In this role, Carrie authored many key Forrester reports, including Forrester's annual eCommerce forecast. In addition, since 2002, Carrie has authored or led the research effort for "The State of Retailing Online," a survey conducted by Forrester Research.

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.


Carrie is a magna cum laude graduate of Bowdoin College.

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93 results in Everything

  • Fatemeh Khatibloo
  • For Marketing Leadership Professionals

    Report:Introducing Adaptive Intelligence

    Why Firms Need To Share Data To Become Customer-Obsessed

    Enterprises seeking to better understand their customers, market, and competitive landscape can't afford to limit their insights to only what they already know — the data they generate...

    • Downloads: 663
  • For Customer Insights Professionals

    Charts & Figures:PIDM Data Matrix

    Strategic Plan: The Personal Identity Management Playbook

  • For Customer Insights Professionals

    Blog:Privacy: Lessons Learned and Prognostications

    Earlier this year, I had the pleasure of moderating a panel of leading privacy professionals for the Churchill Club. During the session, we recapped the highlights—and lowlights—of...

    • For Customer Insights Professionals

      Charts & Figures:PIDM Data Governance Recommendations

    • For Customer Insights Professionals

      Charts & Figures:Black Box Rejectors

    • For Customer Insights Professionals

      Charts & Figures:Forrester Wave™: Customer Engagement Agencies, Q4 2012

      How 13 Vendors Stack Up In An Emerging Market

    • For Customer Insights Professionals

      Report:Brief: What Keeps Privacy Pros Up At Night?

      CI Pros Are Critical To Ensuring Better Privacy Practices

      Earlier this year, we moderated a panel of privacy and security experts at the Churchill Club in San Francisco, California. Held on the annual Data Privacy Day, the event focused on the state of...

      • Downloads: 27
    • For Customer Insights Professionals

      Blog:The Evolution Of Consumer Attitudes On Privacy

      With Anjali Lai The tide is turning on privacy. Since the earliest days of the World Wide Web, there has been an increasing sense that the Internet would effectively kill privacy – and in the...

      • For Customer Insights Professionals

        Report:The New Privacy: It's All About Context

        Adopt Contextual Privacy To Gain A Market Advantage

        "Privacy is dead": It's a trope so often repeated you might actually think it's true. But in the age of smartphones and sensors, privacy is not only possible, it's essential for building trust, the...

        • Downloads: 486
      • For Customer Insights Professionals

        Blog:What Does Acxiom's $310M LiveRamp Bid Mean For Marketers?

        On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash. Several Forrester analysts (Tina Moffett, Susan Bidel,...

        • For Customer Insights Professionals

          Charts & Figures:Privacy Pages Should Explain Data Practices Clearly

        • For Customer Insights Professionals

          Report:Building Data Stewardship Is A New Customer Insights Imperative

          Organization: The Personal Identity And Data Management Playbook

          In anticipation of the increasing adoption of personal identity and data management (PIDM) tools and services, customer insights (CI) leaders will be held increasingly accountable for their...

          • Downloads: 443
        • For Customer Insights Professionals

          Report:Adaptive Intelligence: Assess Your Readiness

          Firms today have the false belief that they can create a 360-degree view of their customers with just the data they own. But this means they miss out on valuable insights from partners and...

          • Downloads: 210
        • For Customer Insights Professionals

          Charts & Figures:Consumers Use Technology To Break The Paradigm Of Data Collection And Tracking

          Adopt Contextual Privacy To Gain A Market Advantage

        • For Customer Insights Professionals

          Charts & Figures:Nervous Nellies

        • For Customer Insights Professionals

          Report:Navigating The Future Of Customer Intelligence

          Customer intelligence is in the throes of significant change brought about by two primary drivers: 1) the disruption caused by the massive shifts in consumer behavior, and 2) organizations' growing...

          • Downloads: 672
        • For CMO Professionals

          Report:Quick Take: Apple Puts Mobile Moments At The Center Of Its Strategy

          With Apple Pay And Apple Watch, The Mobile Style Setter Will Make Payments And Wearables Worth The CMO's Trouble

          Today, Apple announced an integrated set of applications and connected devices — Apple Pay, the Apple Watch, and two iPhone 6 models — that will change how the CMO's team engages with...

          • Downloads: 320
        • For Marketing & Strategy Professionals

          Blog:Big Data's Big Meaning For Marketing

          Big data this, big data that. Hardly a day goes by when we're not bombarded with messages about the big data platforms and technologies that will solve all our marketing problems. Let's be...

          • For Customer Insights Professionals

            Report:Q&A: The Privacy-Personalization Paradox

            Strike A Balance Without Losing Competitive Advantage Or Consumer Trust

            Marketers today find themselves in a Catch-22. On the one hand, their customers want to be recognized and rewarded for their loyalty with better-tailored content and offers. On the other hand, those...

            • Downloads: 299
          • For Customer Insights Professionals

            Charts & Figures:Marketers Need To Focus On Five Areas To Unlock Consumer Data

          • For Customer Insights Professionals

            Report:Quick Take: How Facebook's Mood Manipulation Study Affects Marketing

            The Social Giant's Research Could Help Brands In The Long Term, If It Doesn't Scare Users Away

            Now that Facebook has confirmed its ability to manipulate user sentiment by changing what users see in their news feeds, marketers and customer insights leaders need to reconsider their brands'...

            • Downloads: 125
          • For Customer Insights Professionals

            Report:Personal Identity And Data Management Success Starts With Customer Understanding

            Processes: The Personal Identity And Data Management Playbook

            With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines,...

            • Downloads: 459
          • For CIO Professionals

            Report:Improve Business Outcomes With Adaptive Intelligence

            Making Business Intelligence A Collaborative Process Leads To Greater Insights, Security, And Efficiency

            Enterprise execs who seek to understand their customers, market, and competitive landscape can't afford to limit their insights to the data they generate. Nor can they hope to gain sufficient insight...

            • Downloads: 526
          • For Customer Insights Professionals

            Charts & Figures:The Four Types Of Personal Data

          • For Customer Insights Professionals

            Report:The Forrester Wave™: Customer Engagement Agencies, Q4 2012

            How 13 Vendors Stack Up In An Emerging Market

            In Forrester's 19-criteria evaluation of emerging customer engagement agencies (CEAs), we found that only OgilvyOne Worldwide has made a significant-enough shift in this segment of its business to be...

            • Downloads: 938