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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4138 results in Reports

    • For Application Development & Delivery Professionals

      Report:Q&A: Locate Answers To Five Key Spatial Analytics Questions

      We've all become used to the power of understanding "where," whether it's through using a location-enabled app on a smartphone or seeing corporate data displayed on a map in a dashboard. But how do...

      • Downloads: 68
    • For Application Development & Delivery Professionals

      Report:Predictions 2015: Agile Features Keep The Business Intelligence Market Moving

      As Forrester continues to write about Agile business intelligence (BI), where organizations of all sizes need to revamp their data management environments for agility, flexibility, and responsiveness...

      • Downloads: 317
    • For B2C Marketing Professionals

      Report:The Forrester Wave™: Demand-Side Platforms, Q2 2015

      The Nine Providers That Matter Most And How They Stack Up

      In Forrester's 53-criteria evaluation of demand-side platform (DSP) vendors, we identified the nine most significant software providers — AOL, AppNexus, AudienceScience, DataXu, Google,...

      • Downloads: 502
    • For Customer Experience Professionals

      Report:Brief: To Beat Disruption, Think Like A Disruptor

      The NewCo Conference Offers Clues To Coming CX Disruption

      To beat disruptors, it helps to know how to think like one. For a snapshot of how disruptors operate today and what it's likely to mean for customer experience (CX) in the coming years, Forrester...

      • Downloads: 130
    • For eBusiness & Channel Strategy Professionals

      Report:Trends 2013: Five Trends Shaping The Next Generation Of North American Digital Banking

      In this report we explore five trends that will affect the next generation of digital banking. Rising digital customer expectations, advances in technology, and continued digital disruption threats...

      • Downloads: 1419
    • For Application Development & Delivery Professionals

      Report:The 10 Questions To Help Find The Best-Fit Digital Experience Partner

      Separate The Imposters From The Real Deal For Digital Experience Delivery Services

      The scope of what constitutes a digital agency's capabilities has expanded to the point where it can mean almost anything. For digital experience delivery work, this includes everything from customer...

      • Downloads: 283
    • For Application Development & Delivery Professionals

      Report:More Engineering, Less Dogma: The Path Toward Continuous Delivery Of Business Value

      Continuous delivery of business value has moved from dream to competitive differentiator to table stakes for organizations like, Etsy, and Google. The vast majority of other organizations,...

      • Downloads: 492
    • For Application Development & Delivery Professionals

      Report:Brief: Banking Platforms Need To Become Customer Centric

      Systems Of Engagement Need To Build On Seamless Banking Processing

      Banks need to provide a consistent and enjoyable customer experience along the whole customer engagement life cycle. To ensure process and data consistency, banks must embed a banking system of...

      • Downloads: 329
    • For CIO Professionals

      Report:Predictions 2016: The Empowered Patient

      How New Expectations And Technologies Will Drive The Healthcare CIO's Agenda

      2016 will introduce healthcare organizations to the empowered patient, triggering changes across technology and business models. In response to this changing landscape, CIOs will face increased...

      • Downloads: 244
    • For Enterprise Architecture Professionals

      Report:The Foundational Architecture Roles And How They Are Changing

      Two Additional EA Roles Are Needed For Digital Businesses

      Forrester described six foundational architecture roles in the organization report of the enterprise architecture practice playbook, which we published June 8, 2012. Since then, Forrester has...

      • Downloads: 602
    • For B2C Marketing Professionals

      Report:Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing

      B2C marketers increasingly face the challenge of engaging hypersocial, always-addressable digital consumers. This case study explores how Spring Airlines invested in social marketing to accelerate...

      • Downloads: 109
    • For Enterprise Architecture Professionals

      Report:Map Your Way To Your Information Strategy's Business Outcomes

      Road Map: The Information Strategy And Architecture Playbook

      One of the most difficult aspects of an information architecture (IA) practice is engaging stakeholders to buy into your strategy and contribute to your architecture development. The architect's best...

      • Downloads: 1063
    • For Sourcing & Vendor Management Professionals

      Report:Best Practices: Sourcing Telecommunications Services In Asia Pacific

      Sourcing and vendor management (SVM) professionals in Asia Pacific who are responsible for telecom and mobility (T&M) services at their organizations face three main challenges: lower than...

      • Downloads: 146
    • For Enterprise Architecture Professionals

      Report:Brief: Use Ecosystem Architecture To Analyze Business Model Disruption

      Comparing Uber's And Traditional Taxis' Business Model By What Customers Value

      Ecosystem architecture is an advanced business architecture technique that enterprise architect professionals can use to capture and understand the forces of change on a business ecosystem. This...

      • Downloads: 50
    • For B2B Marketing Professionals

      Report:Brief: Gauging Channel Partner Loyalty

      Introducing The Forrester Partner Loyalty Index Tool

      Competition for productive channel partners is acute in the tech industry and other business-to-business (B2B) verticals — so knowing your partners' loyalty is imperative. But loyalty is...

      • Downloads: 91
    • For CIO Professionals

      Report:SAP Bets Its Future On Hana And SaaS

      Hana Will Bolster The Licensed Business, But SAP Needs A More Aggressive SaaS Strategy To Maintain Double-Digit Revenue Growth

      SAP's position as the largest business application vendor is not in doubt; whether it will be a market leader in revenue growth and in innovation is less certain. Anticipating the market's growing...

      • Downloads: 846
    • For Customer Insights Professionals

      Report:Turn Data Into Intelligence With Customer Analytics

      Executive Overview: The Customer Analytics Playbook

      Big data signals a step change in the availability of customer data and is providing firms with their biggest opportunity yet to understand their customers. The sheer scale and diversity of customer...

      • Downloads: 1561
    • For Application Development & Delivery Professionals

      Report:Two Paths To The Ideal Digital Experience Delivery Organization

      Digital Customer Experience Delivery Demands An Organizational Transformation

      Many application development and delivery (AD&D) leaders are often on the outside looking in when it comes to their organizations' digital customer experience projects. Yet their role has great...

      • Downloads: 356
    • For B2C Marketing Professionals

      Report:Forrester Research Mobile And Smartphone Adoption Forecast, 2014 To 2019 (Western Europe)

      ForecastView Spreadsheet

      Part of our global mobile and smartphone adoption forecast, this forecast details mobile subscriptions and mobile subscribers (people) for 16 countries in Western Europe. It also includes smartphone...

      • Downloads: 6
    • For Customer Experience Professionals

      Report:Reinvent Customer Experience

      Road Map: The Customer Experience Ecosystem Playbook

      A whopping 80% of customer experience (CX) professionals say that their firms' goal is to be a CX leader in their industry or across all industries. Despite that aspiration, only 11% of companies...

      • Downloads: 1728
    • For Application Development & Delivery Professionals

      Report:Vendors Battle For The Heart Of The Contact Center

      Customer service leaders struggle to meet customer expectations and internal cost structures. One leading factor contributing to this struggle is that the heart of the contact center is comprised of...

      • Downloads: 427
    • For B2B Marketing Professionals

      Report:Evaluate Your Channel Partner Loyalty Initiative

      Benchmarks: The Channel Partner Loyalty Playbook

      In 2012, Forrester surveyed channel professionals to get a pulse on the progress vendors are making toward successfully building channel partner loyalty programs. The results show that the majority...

      • Downloads: 308
    • For Enterprise Architecture Professionals

      Report:EIM Becomes A Reality As Vendors Stitch Together Data And Content Solutions

      Enterprise information management (EIM) is the discipline of jointly managing both data and content to deliver an increased value of information to the organization. While Forrester recognizes that...

      • Downloads: 313
    • For Application Development & Delivery Professionals

      Report:It's Time For A User-Driven Enterprise BI Strategy

      John Wanamaker, considered the father of modern advertising, said: "Half the money I spend on advertising is wasted; the problem is I don't know which half." Today, we can ask the same question of a...

      • Downloads: 454
    • For Application Development & Delivery Professionals

      Report:The Digital Bank Branch

      Banks Need To Reshape And Upgrade Their Branches To Arrive At Bank Branch 3.0

      Historically, bank branches have been the key instrument by which banks serve customers and drive revenues — but digital disruption and the changing behavioral patterns of bank customers are...

      • Downloads: 369