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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3697 results in Reports

    • For Infrastructure & Operations Professionals

      Report:Three Best Practices From Early BYOT Adopters In India

      Address Management Concerns Around Data Security, ROI, And Business Requirements To Build A Valid Business Case

      The consumerization of IT in India is leading more people to use personal mobile devices, applications, and public cloud services for work, a trend that Forrester refers to as "bring your own...

      • Downloads: 140
    • For CMO Professionals

      Report:B2B CMOs Must Evolve Or Move On

      CMOs Stand At The Crossroads Of A Redefined Marketing Remit

      Digital channels, online social activity, and rapidly evolving personal technology cause top business marketers to take on unfamiliar responsibilities in order to succeed. While new peer and...

      • Downloads: 492
    • For Security & Risk Professionals

      Report:The Data Center Services Market In Japan, 2013 To 2016

      Providers Must Address Energy Efficiency And Governance To Thrive

      Over the past 18 months, all of the significant data center players in the Japanese market -- telcos, vendors, service providers, and systems integrators (SIs) -- have been aggressively investing in...

      • Downloads: 219
    • For Application Development & Delivery Professionals

      Report:Agility At Enterprise Scale

      How To Apply Agile Methodology To ERP

      Unlike custom apps, packaged apps don't require extensive requirements gathering. In fact, application development and delivery (AD&D) teams only usually gather "requirements" in the conference room...

      • Downloads: 250
    • For Customer Experience Professionals

      Report:You Are Here: Location Analytics And The Rebirth Of Customer Experience

      As the digitization of people, places, and experiences brings the online and offline realms together, companies are waking up to the fact that they know much more about their customers online than...

      • Downloads: 684
    • For CIO Professionals

      Report:Services For The Digital Self

      The Battle To Serve You . . . And Profit From Your Data

      People must manage an exploding array of digital content that they create or are responsible for, both at work and at home. We call this collection the digital self, and it includes everything from...

      • Downloads: 741
    • For Infrastructure & Operations Professionals

      Report:Quick Take: OpenStack Summit, Q4 2014

      With Its Juno Release, OpenStack Is Getting Boring — Good!

      With cloud computing influencing so much of your BT agenda, you're paying significant attention to the OpenStack infrastructure-as-a-service (IaaS) cloud platform. As an infrastructure and operations...

      • Downloads: 111
    • For Enterprise Architecture Professionals

      Report:Demand Management: A Cornerstone For Strategy Execution

      Continuous Improvement: Strategic Planning And Portfolio Playbook

      Once the foundations for integrated strategic planning and execution are in place, organizations must focus on perfecting portfolio management practices to retain the agility gained through...

      • Downloads: 171
    • For Sales Enablement Professionals

      Report:Marketing Automation Success With European Companies

      Who's Hot In Europe? Local Vendor Innovations Thrive

      Wake up, sales enablement professionals, especially those of you in North America. Many of you in firms with marketing automation solutions have not yet seriously set up shop in Europe because you...

      • Downloads: 196
    • For eBusiness & Channel Strategy Professionals

      Report:Must-Have Features On Banks' Secure Websites

      Understanding Consumer Use And Best Practices Can Guide Providers Toward Online Banking Success

      For banks, getting their secure websites right is critical to business success. So how can digital teams at banks ensure their websites meet or exceed user expectations? Our data shows that some...

      • Downloads: 395
    • For Analyst Relations Professionals

      Report:Educate AR's Personnel

      Analyst relations (AR) managers raise the chances of delivering on their business commitments, and impressing their executive colleagues, when they staff their departments with expert professionals....

      • Downloads: 161
    • For CIO Professionals

      Report:Assess Your Innovation Capability Maturity

      Assessment: The Innovation Playbook

      Innovation is a must for an organization to succeed in today's harsh business climate. Understanding how well your organization has mastered the key capabilities required for a sustained innovation...

      • Downloads: 764
    • For Marketing Leadership Professionals

      Report:The Worldwide Tablet Forecast

      A ForecastView Report

      Forrester recently launched its first global tablet forecast. This report provides color and insight into the numbers behind the forecast. We examine some of the key drivers from both a consumer and...

      • Downloads: 168
    • For Application Development & Delivery Professionals

      Report:Asian Banks Are Adopting Cloud Faster Than You Think

      Use Cases Vary, But Uptake Is Real — And Accelerating

      Cloud adoption is rapidly going mainstream across many parts of Asia Pacific (AP). This includes strong uptake among AP banks and other financial services firms — organizations still often...

      • Downloads: 274
    • For Sourcing & Vendor Management Professionals

      Report:Case Study: LOCOG Builds Partnerships To Deliver London 2012 Faster, Higher, Stronger

      An Example Of Forrester's Best Practices For Strategic Relationships

      The Olympic motto is "Citius, Altius, Fortius," and the business technology (BT) for the London 2012 Olympic Games lived up to it — faster results, higher-quality systems with stronger...

      • Downloads: 61
    • For CIO Professionals

      Report:The Coming Integration Of Personal Cloud Services And Enterprise Apps

      How Workers' Personal Cloud Services Will Link Into Enterprise Applications

      Personal cloud services such as Dropbox and Evernote seem like consumer-focused apps that CIOs should block from authorized workplace use. Currently, many CIOs believe that mobile devices and...

      • Downloads: 714
    • For Security & Risk Professionals

      Report:Define A Road Map To Accelerate Your Security Program

      Road Map: The S&R Practice Playbook

      A security road map guides your team's projects and initiatives. Even more importantly, it explains to your key stakeholders how you're using the budget and resources given. Don't fall into the old...

      • Downloads: 1419
    • For Enterprise Architecture Professionals

      Report:Delivering Enterprise Information Architecture One Project At A Time

        This toolkit provides general guidance for using business-capability-specific information architecture definitions and associated information architecture road maps to define the projects...

      • Downloads: 72
    • For Infrastructure & Operations Professionals

      Report:Brief: Tata Communications Makes Network Connectivity Predictable

      Deterministic Routing Enables Business Agility

      Cloud services give infrastructure and operations (I&O) professionals flexible new options. They also pose new challenges — such as network latency, network availability, and application...

      • Downloads: 20
    • For eBusiness & Channel Strategy Professionals

      Report:The Chinese Retail Market Landscape In 2014

      Traditional Retailers Must Embrace Disruption

      The restructuring and slowing down of the Chinese economy is changing the country's retail industry. In 2014, the growth rate of China's top 100 retail chains has continued to decline and is now at...

      • Downloads: 95
    • For eBusiness & Channel Strategy Professionals

      Report:How To Make Insurance Brands Relevant Again

      Use Digital Touchpoints To Shift From Compensation To Prevention

      Insurance has become commoditized. Personal lines customers especially shop around and are easily lost to a lower price. Insurers have been searching for ways to revamp their brands and to...

      • Downloads: 267
    • 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: 759
    • For eBusiness & Channel Strategy Professionals

      Report:Brief: Disrupting Payments — Commerce Innovators Signal What Is To Come

      Key Themes From Finovate Fall And Money20/20 Center Around Redefining Digital Identity And Delivering Enhanced Commerce Value

      Digital and mobile technology is evolving rapidly and transforming the way consumers and businesses interact. Investors are actively targeting the payments space as hundreds of well-funded potential...

      • Downloads: 191
    • For Marketing Leadership Professionals

      Report:Forrester Research Email Marketing Forecast, 2012 To 2017 (US)

      ForecastView Spreadsheet

      Includes total number of online users and active email users segmented by age group, as well as mobile email users. Forecasts total email volume and marketing email volume by retention email,...

      • Downloads: 6
    • For eBusiness & Channel Strategy Professionals

      Report:Key Sources For B2B eCommerce Benchmarking Data

      A Resource For The B2B eCommerce Playbook

      While key benchmarks such as average order value, conversion rate, and shopping cart abandonment rate have been compiled, analyzed, and published widely for business-to-consumer (B2C) eCommerce, the...

      • Downloads: 360