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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3837 results in Reports

    • For B2C Marketing Professionals

      Report:The Key To Interactive Marketing In China

      Overcome Your Digital Challenges By Finding, Training, And Keeping Talented Staff

      China's 1.4 billion residents have more disposable income than they used to, and digital channels offer undoubtedly the best way to reach affluent Chinese consumers. But interactive marketing in...

      • Downloads: 208
    • For Enterprise Architecture Professionals

      Report:Execute On Your EA Practice Strategy

      Road Map: The EA Practice Playbook

      This report describes how to turn a strategy into a road map for execution and how to overcome common impediments to high-performance enterprise architecture (EA). EA programs too often get pulled in...

      • Downloads: 938
    • For CIO Professionals

      Report:Innovators Will Be The Winners In The Age Of The Customer

      Vision: The Innovation Playbook

      Organizations that can manage the transition to the age of the customer will be the leaders in their markets during the coming decades. Unfortunately, the systems and processes in place have been...

      • Downloads: 796
    • For Application Development & Delivery Professionals

      Report:How To Give The Perfect Software Demo

      Four Best Practices To Nail Your Next Software Demonstration

      Don't let a bad demo ruin your software project. Application development and delivery (AD&D) professionals' work is often judged not by the myriad of project artifacts, months of hard work, changing...

      • Downloads: 159
    • For Enterprise Architecture Professionals

      Report:Focus EA Strategy On Changing Business Expectations

      Strategic Plan: The EA Practice Playbook

      This report is designed to help enterprise architecture (EA) professionals construct a strategy to become more business-focused, strategic, and pragmatic. Many EA teams strive to be more...

      • Downloads: 988
    • For CIO Professionals

      Report:Organizing For Sustained Innovation

      Organization: The Innovation Playbook

      This report identifies the resources and skills technology management organizations require to successfully manage sustained innovation and establish innovation policies and practices that drive...

      • Downloads: 659
    • For Customer Experience Professionals

      Report:Cost-Justifying User Experience Design: A Refresher

      Business Case: The Digital Customer Experience Improvement Playbook

      User experience design has gone mainstream with companies like General Electric, Capital One, and SAP investing millions to construct new design centers and build up user experience teams. Yet...

      • Downloads: 390
    • For B2C Marketing Professionals

      Report:Forrester Research Mobile Media Application Spending Forecast, 2012 To 2017 (EU-7)

      ForecastView Spreadsheet

      Details the market size and analyzes the key drivers behind the growth in digital games, music, and video spend on mobile and tablet devices. The forecast breaks down consumer behavior of mobile...

      • Downloads: 3
    • For Application Development & Delivery Professionals

      Report:CRM Success Hinges On Effective Change Management

      Continuous Improvement: The CRM Playbook

      To succeed in the age of the customer, application development and delivery (AD&D) professionals who support front-office business processes cannot afford failed technology initiatives. But how do...

      • Downloads: 439
    • For Enterprise Architecture Professionals

      Report:Build A High-Performance EA Practice

      Executive Overview: The EA Practice Playbook

      The ability to nimbly navigate change in business environments makes the difference between an industry-leading enterprise and one that always seems a beat behind. But how can enterprise architects...

      • Downloads: 1643
    • For Application Development & Delivery Professionals

      Report:The Forrester Wave™: Customer Service Solutions For Small And Midsize Teams, Q2 2014

      Due Diligence Required: These Vendors Are Great At Supporting Small And Midsize Teams

      In Forrester's 84-criteria evaluation of customer service vendors for enterprise organizations, we identified the 11 most significant solution providers — Astute Solutions, eGain, Kana...

      • Downloads: 415
    • For CIO Professionals

      Report:The Forrester Wave™: Video Platforms For The Enterprise, Q1 2013

      Kaltura, Qumu, And Polycom Lead The Video Publishing Platform Pack

      Enterprises looking to deliver video communications to employees continue to use solutions for webcasting and YouTube-like video portals. In Forrester's 23-criteria evaluation of enterprise video...

      • Downloads: 731
    • For Application Development & Delivery Professionals

      Report:Choose Video-As-A-Service For Customer Collaboration, Mobile Connectivity, And Agility

      Enterprises Start To Replace Video Infrastructure With Cloud Services

      Although skepticism still abounds over the scalability and total cost of ownership (TCO) of video-as-a-service (VaaS) offerings, more than a third of videoconferencing managers would prefer a cloud...

      • Downloads: 132
    • For Enterprise Architecture Professionals

      Report:Archiving Platforms Evolve Into Sources Of Insight And Corporate Memory

      Seize The Opportunity To Mine Archives For Insights

      Innovation is happening in the information archiving market. Archiving vendors have evolved well beyond email capture. Social media, cloud applications, and mobile devices are now channels that your...

      • Downloads: 98
    • For Customer Insights Professionals

      Report:Listening Platforms Won't Become A Major Marketing Technology In 2015

      Tools And Technology: The Social Intelligence Playbook

      Social listening platforms — software platforms that capture, manage, and enable analysis of social data — are essential tools for social marketers and customer insights (CI) pros alike,...

      • Downloads: 1225
    • For CIO Professionals

      Report:CIOs Are Not Ready To Support Business Innovation

      Benchmarks: The Innovation Playbook

      In the age of the customer, organizations must implement process and governance structures in several key areas in order to foster a successful innovation program. However, Forrester's analysis of...

      • Downloads: 813
    • For eBusiness & Channel Strategy Professionals

      Report:Digital Disruption Threatens Wealth And Asset Management

      This Time It's Real: Incumbent Investment Firms Are Vulnerable To The Once-In-A-Generation Disruption

      Firms in the retirement, brokerage, wealth, and asset management industries have so far been spared the kind of disruption that has ripped through industries like music and publishing. That's about...

      • Downloads: 401
    • For Security & Risk Professionals

      Report:Quick Take: Symantec Splits In Two

      Splitting Is Symantec's Best Opportunity To Refocus, Innovate, And Compete

      On October 9, 2014, Symantec announced that it will separate into two independent, publicly traded companies. Recently appointed CEO, Michael Brown, will stay on as CEO of Symantec, which will market...

      • Downloads: 138
    • For Infrastructure & Operations Professionals

      Report:Horizon 2025: The Road To Technology Management

      Executive Overview: The I&O Transformation Playbook

      As technology matured and brought new capabilities to customers, business support evolved from the simple administration of enterprises' finances and production to the administration of sales to...

      • Downloads: 232
    • For Enterprise Architecture Professionals

      Report:Cut Through Silos With An Agile Technology Introduction Strategy

      To succeed in the digital age, enterprise architects must seize opportunities by adopting new approaches for emerging technolgy introduction. This report highlights the technology introduction and...

      • Downloads: 160
    • For eBusiness & Channel Strategy Professionals

      Report:Retailers Struggle To Profit Despite The Rise In Online Grocery Shopping In Western Europe

      A ForecastView Report

      Forrester recently updated its online retail sales forecast for Western Europe to show the strong growth in online grocery sales, particularly in France. This report provides insight into this trend...

      • Downloads: 14
    • For Infrastructure & Operations Professionals

      Report:Use Context To Drive A Seamless UC&C Service Layer

      Increasing consumerization of IT and advances in both cloud technologies and deployment models tremendously affect the enterprise not simply on how we communicate but where, when, and on what kind of...

      • Downloads: 335
    • For Customer Insights Professionals

      Report:TIAA-CREF Embarks On Analytics Governance

      Performance Management: The Customer Analytics Playbook

      The digital analytics team at financial services organization TIAA-CREF wanted to deliver strategic, forward-thinking insights to internal decision-makers. To enhance its influence on the business,...

      • Downloads: 136
    • For CIO Professionals

      Report:Building Business Network Platforms In The Cloud

      Real-Time Sharing And Collaborative Tenancy Challenges Traditional Middleware, Platform, And Integration Vendors

      Social networks revolutionized personal computing, allowing people to use PCs to engage with friends and family. However, until now, business collaboration hasn't seen such disruptive innovation....

      • Downloads: 448
    • For Infrastructure & Operations Professionals

      Report:Unified Communications And Collaboration Adoption Is Set To Grow In Asia Pacific

      Unified communications and collaboration (UC&C) solutions have been used in Asia Pacific for years, with isolated deployments in various industries — but few companies in the region have...

      • Downloads: 163