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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18 results in Everything

  • Carlton A. Doty
  • For Customer Insights Professionals

    Blog:Harness The Power Of Customer Context To Deliver Utility

    Last month, we had one of our best Forrester Forums For Marketing Leaders that I've been to, and I've been to all of them. With an on-site audience of nearly 1,000 marketing professionals, I...

    • For Customer Insights Professionals

      Blog:It's Time For A New Approach To Marketing

      Consumers don’t trust your ads. In fact, fewer than one out of four US online consumers trust offline ads, and the numbers are even worse for digital. It’s time for a new approach to...

      • For Enterprise Architecture Professionals

        Report:Brief: Pegasystems Makes Headway Into Front Office

        Process Platform And Solution Frameworks Shift To Focus On Customer And Employee Engagement

        Pegasystems is well known as the provider of a solid business process management platform — bringing sophisticated, if complex, capabilities to the back-office processes of their customers. At...

        • Downloads: 165
      • For Customer Insights Professionals

        Charts & Figures:McCormick & Company Creates Customer-Specific Visualizations To Spark Interactions

      • For Customer Insights Professionals

        Charts & Figures:The Contextual Marketing Engine

      • For Customer Insights Professionals

        Charts & Figures:How Customer Context Changes Marketing

      • For B2C Marketing Professionals

        Report:Mapping The US Health Insurance Landscape From The Consumer's Perspective

        A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

        The US healthcare industry is in the middle of massive reform. This has prompted many health insurance marketers to ask what these changes mean for health insurance providers and how they can best...

        • Downloads: 247
      • For Customer Insights Professionals

        Blog:Q&A With Walter Levitt, CMO, Comedy Central

        HBO Now. Sling TV. CBS All Access. It seems almost every day we learn about a new deal or a new service that will continue to fragment the way consumers watch the content they love. It’s also...

        • For Customer Insights Professionals

          Blog:How Do YOU Organize For Open Innovation?

          Quickly: Open Innovation is about engaging external parties (e.g., customers, partners, employees, etc.) to source new ideas for products and services. We've developed a Forrester playbook for...

          • For Customer Insights Professionals

            Blog:Q&A with Jim Berra, SVP & CMO, Carnival Cruise Lines

            In the wake of a series of negative and well-publicized events in early 2013, Carnival Cruise Lines has since engineered a strong recovery and ranks as the No. 1 improved US brand in terms of...

            • For Customer Insights Professionals

              Charts & Figures:The Interaction Cycle

            • For Customer Insights Professionals

              Blog:Q&A with Lori Tieszen, SVP & CMO, Stoli Group USA

              It’s hard to believe it’s been nearly a year since we introduced contextual marketing at our 2014 Forum for Marketing Leaders. At that event, we focused on new approaches to marketing...

              • For B2C Marketing Professionals

                Blog:Marketers Will Use Customer Context To Supercharge Digital Engagement In 2015

                In 2014, Forrester outlined a new approach to marketing that requires brands to harness customer context to deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions....

                • For Customer Insights Professionals

                  Blog:Blinded By The Dream Of Having A Single Marketing Services Partner?

                  The Greek philosopher Heraclitus said "the only thing that is constant is change." Well, the CI services landscape seems to live and breath this saying. Today’s market demands are leading...

                  • For Customer Insights Professionals

                    Charts & Figures:Firms' Plans To Adopt M2M Solutions

                    Beyond Campaigns: Build A Contextual Marketing Engine

                  • For Customer Insights Professionals

                    Report:The Power Of Customer Context

                    Vision: The Enterprise Marketing Technology Playbook

                    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage now, customer insights (CI) pros must deliver self-perpetuating...

                    • Downloads: 1059
                  • For Customer Insights Professionals

                    Charts & Figures:Your Customers Reject Traditional, Campaign-Based Marketing

                    Beyond Campaigns: Build A Contextual Marketing Engine

                  • For Customer Insights Professionals

                    Blog:Where To Find Our Consumer Product Strategy Analysts

                    First and foremost, I want to take this opportunity to thank our loyal readers of Forrester’s Consumer Product Strategy (CPS) blog. This will be the final post for the CPS blog, but never fear,...