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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4041 results in Reports

    • For Customer Insights Professionals

      Report:The Customer Analytics Market In China

      Vendors Are Racing To Respond As Adoption Grows

      Marketing professionals in China have started to use tools such as data mining, predictive analytics, and modeling. Recent conversations with China-based organizations like China Telecom, Ikea, and...

      • Downloads: 197
    • For Customer Experience Professionals

      Report:Cure Broken Customer Experiences With Voice Of The Employee Programs

      Customer experiences fail, and customer experience (CX) pros often don't know why. That's because they don't systematically collect feedback from the one group that can provide insight about the...

      • Downloads: 377
    • For Application Development & Delivery Professionals

      Report:Brief: Investment Strategies In Financial Services Prioritize Five Major Areas

      Results From Forrester's Q3 2014 Financial Services Architecture Global Online Survey

      Forrester's Q3 2014 Global Financial Services Architecture Online Survey, which includes respondents from 116 firms in 36 countries spanning multiple segments of the financial services industry,...

      • Downloads: 184
    • For CIO Professionals

      Report:Quick Take: All Grown Up, AWS Drives Home Its Enterprise-Friendly Advantage

      With Announcements Of New Capabilities Like SPICE, QuickSight, And AWS IoT, Amazon Makes A Play For Even More Enterprise Workloads

      Amazon Web Services (AWS) is not just for applications anymore. Data, the Internet of Things (IoT), and business intelligence (BI) services dominated the announcements at AWS re:Invent 2015 as the...

      • Downloads: 127
    • For Infrastructure & Operations Professionals

      Report:I&O Leaders: Engage Employees For Successful Tablet And Mobile App Adoption In 2013

      Forrester data continues to show employee demand for business ready smartphones, tablets, and mobile applications. This presentation walks you through our data and provides insight into how your...

      • Downloads: 41
    • For eBusiness & Channel Strategy Professionals

      Report:Disrupting Finance: Digital Retirement Plan Advice

      Using Software To Provide Recommendations To Underserved Investors

      As workplace retirement savings plans in markets like Australia, the UK, and the US shift from guaranteed pensions to employee-directed retirement plans such as 401(k)s, the burden of retirement...

      • Downloads: 380
    • For Infrastructure & Operations Professionals

      Report:Brief: The Modern Service Catalog Supports Service Brokering

      The Evolution Of The Service Catalog From A Static List To An Interconnected Ecosystem

      Forrester interviewed 16 service catalog and cloud management platform vendors to get a read on the service catalog landscape, and the most common term they used to describe the developments of the...

      • Downloads: 202
    • For CMO Professionals

      Report:CMOs: Own Mobile To Own Your Customers

      How To Organize For Mobile Success

      Mobile moments are the next battleground where you must win, serve, and retain your customers. As the ultimate owners of the brand and customer experiences, chief marketing officers (CMOs) must...

      • Downloads: 330
    • For CIO Professionals

      Report:Winning The Customer Experience Game II

      Digital Business: Digitize End-To-End Customer Experiences

      As customer expectations evolve, a company's ability to modify the technologies that support customer journeys can make the difference between a happy customer and an ex-customer. CEOs increasingly...

      • Downloads: 199
    • 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 Customer Experience Professionals

      Report:The State Of Customer Experience Management, 2013

      Customer experience management (CEM) is top of mind for many companies as they kick off 2013. This report sheds light on the current state of CEM, using data we collected from our Customer Experience...

      • Downloads: 1220
    • For Infrastructure & Operations Professionals

      Report:Infrastructure Services Evolve Into Digital Shared Service Delivery Models

      How Clients Can Participate In The Infrastructure Services Evolution

      Business requirements for more flexibility, higher efficiency, and shorter time-to-market are leading to a stronger willingness from clients to explore infrastructure services in more flexible and...

      • Downloads: 209
    • For eBusiness & Channel Strategy Professionals

      Report:2015 Canadian Mobile Banking Functionality Benchmark

      CIBC And Scotiabank Lead With Enhancements To Account Management Tools, Service Features, And Marketing

      Competition in the Canadian mobile banking space is heating up: All of the big five banks have rolled out new features and tools in the past year, while some like TD Canada Trust have launched...

      • Downloads: 227
    • For Enterprise Architecture Professionals

      Report:EA Practice Toolkit: Designing Your Operating Model And Structure

      Enterprise architecture practices have a number of choices to make when deciding where responsibilities land within their organization. Forrester sees an increasing trend for EA leaders to take more...

      • Downloads: 72
    • For Application Development & Delivery Professionals

      Report:Market Overview: Digital Asset Management, 2014

      A Fragmented Market Is Ripe For Consolidation

      In a world with increasing numbers of rich media assets and a diverse set of distribution channels, application development and delivery (AD&D) professionals must take a closer look at rich media...

      • Downloads: 804
    • For eBusiness & Channel Strategy Professionals

      Report:Develop A Data-Driven Digital Business

      Short-Sighted Analytics Are Hindering Digital Leaders

      Forrester's digital maturity model defines measurement as one of the four key pillars of transformation, yet too many eBusiness professionals lack the customer-centric, cross-touchpoint insight...

      • Downloads: 368
    • For eBusiness & Channel Strategy Professionals

      Report:Three Steps To Craft Your Mobile Insurance Road Map

      Road Map: The Mobile Insurance Strategy Playbook

      Mobile insurance strategic plans define "what we're going to do" and the mobile insurance road map spells out how the "what" will get done. By evaluating internal mobile resource access and...

      • Downloads: 370
    • For Enterprise Architecture Professionals

      Report:Planning Application Rationalization From Vision To Implementation

      Most firms' portfolios of business applications wouldn't qualify as "managed." New business initiatives add new applications, market or geographic expansions add more, and events like mergers and...

      • Downloads: 552
    • For Security & Risk Professionals

      Report:The Forrester Customer Authentication Assessment Framework

      Forrester clients often face a hybrid challenge with customer-facing websites: optimizing both security and usability. The tightest security can be a usability disaster and the most user-friendly...

      • Downloads: 61
    • For CIO Professionals

      Report:Quick Take: The 10 Questions New Microsoft CEO Satya Nadella Must Address

      Top Priorities For Reinventing Its Enterprise Business

      Microsoft has named the third CEO in its history, selecting Satya Nadella, the former executive vice president of the Redmond firm's cloud and enterprise group and onetime Bing boss. Nadella inherits...

      • Downloads: 264
    • For B2C Marketing Professionals

      Report:Brief: The Power Of Borrowed Mobile Moments

      Engage Chinese Consumers By Borrowing Mobile Moments From Top Chinese Apps

      Marketers are struggling to keep up with Chinese consumers, who have high expectations of their mobile experiences. Mobile moments are the next competitive battleground, but very few brands actually...

      • Downloads: 76
    • For B2C Marketing Professionals

      Report:Extend Your Marketing Into Games

      See Through The Myths, And Tap Games As A Medium For Marketing

      Are you looking to deliver interactive, integrated marketing messages and advertising to reach an attractive, broad base of users in a medium where emotional response is predictable and guaranteed?...

      • Downloads: 384
    • For Application Development & Delivery Professionals

      Report:Big Data In CPG And Retail

      Retail and consumer packaged goods (CPG) line of business leaders look to their professional colleagues in application development and delivery (AD&D) roles for help in realizing the potential...

      • Downloads: 403
    • For Application Development & Delivery Professionals

      Report:Digital Business Design Sharpens Organizations' Competitive Posture

      How Four Organizations Are Using Business-Centered Integration To Improve Agility And Enter New Markets

      Application integration is a perennial challenge for solution architects and developers, and it's only getting worse with software-as-a-service (SaaS) adding more point solutions to the mix and...

      • Downloads: 322
    • For eBusiness & Channel Strategy Professionals

      Report:Globalize Your eBusiness Organization Structure

      Organization: The eCommerce Globalization Playbook

      The Internet has flattened the world, meaning many digital teams now have an international, if not global, mandate. With many markets suffering from poor domestic growth rates, eBusiness executives...

      • Downloads: 289