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 Shop.org 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.

Education

Carrie is a magna cum laude graduate of Bowdoin College.

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145 results in Reports

  • CMO
  • For CMO Professionals

    Report:How To Deliver A New Brand Experience

    Many companies are well on their way to delivering a top-notch brand experience for their demanding customers. CMO and marketing leadership professionals can learn from the experiences and processes...

    • Downloads: 630
  • For CMO Professionals

    Report:The Role Of Digital In The Path To Purchase

    New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

    CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

    • Downloads: 1567
  • For CMO Professionals

    Report:Align Your Global Marketing Organization To Deliver On 21st Century Brand Building

    Consumers have higher expectations of 21st century brands, requiring marketers to rethink how they navigate the brand, from reestablishing the brand's North Star to creating a consistent set of brand...

    • Downloads: 333
  • For CMO Professionals

    Report:How To Engage Your Omnichannel Consumer

    Brand Engagement The Consumer Way

    The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies...

    • Downloads: 847
  • For CMO Professionals

    Report:Tell Stories To Connect With Business Buyers

    Using Narrative Makes Content More Compelling

    Most business content fails to engage buyers. And marketers admit they struggle to make it more compelling. The solution to this problem is something we all know and love — a good story. To...

    • Downloads: 180
  • For CMO Professionals

    Report:Brief: Amazon's Digital Subscriptions Are A Sign Of Things To Come

    Pay attention to digital subscriptions; the future of digital relationships will be full of them. Digital platforms like Amazon and Microsoft lead in defining this ultimate form of digital...

    • Downloads: 160
  • For CMO Professionals

    Report:Create A Connected Communications Plan For The Post-Digital Era

    Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this...

    • Downloads: 462
  • For CMO Professionals

    Report:Revisiting The Touchpoint-Impact Framework For 2014

    A Deep Dive Into Apparel And Personal Care Categories

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

    • Downloads: 329
  • For CMO Professionals

    Report:Engage The Enterprise To Reach Brand Experience Maturity

    Benchmarks: The Brand Experience Playbook

    In 2014, Forrester surveyed senior marketers to get a pulse on their progress toward building a resonant brand experience. The results show that marketers are still in the early stages of brand...

    • Downloads: 607
  • For CMO Professionals

    Report:The Clash Of The Digital Platforms

    Why 2014 Will See A Flood Of Innovation From Platform Players And How You Can Profit From It

    We're only a month into the year and already the digital platforms so necessary to digital disruption are either flexing their muscles or reporting they have the power to do so. Google acquired Nest...

    • Downloads: 508
  • For CMO Professionals

    Report:Don't Let Muddled Messaging Compromise Customer Experience

    Accelerate Your Journey To Customer Obsession With Consistent Message Management

    Savvy CMOs know that contextual, relevant engagement helps their company connect with customers through all stages of the customer life cycle. But communication can become muddled as different...

    • For CMO Professionals

      Report:Build Your Army Of Brand Advocates From Across The Enterprise

      Forrester's research with senior marketing leaders shows that enterprisewide commitment and engagement are critical to successfully building a brand in the 21st century. But this is also marketers'...

      • Downloads: 263
    • For CMO Professionals

      Report:Brief: Prepare Now For Apple's Giant Leap Into Wearables

      Apple Will Regain The Innovator's Crown And Boost The Wearables Market With The iWatch

      The wearables market offers marketers a growing opportunity to build relationships with customers. From Disney's successful MagicBand to the Pebble smartwatch's Yelp app, marketers are already...

      • Downloads: 250
    • For CMO Professionals

      Report:Invest In The Brand Building Experience

      Business Case: The Brand Experience Playbook

      In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders seeking to defend or increase their...

      • Downloads: 778
    • For CMO Professionals

      Report:Quick Take: Microsoft Mines Minecraft For The Future Of Interactive Entertainment

      With Microsoft's announcement that it will acquire Mojang, the game developer behind the successful Minecraft franchise, the company is in position to tap a rich vein of interactive entertainment....

      • Downloads: 55
    • For CMO Professionals

      Report:Map Your Migration To A Customer Life-Cycle-Powered Marketing Strategy

      Road Map: The Customer Life-Cycle Marketing Playbook

      Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

      • Downloads: 1179
    • For CMO Professionals

      Report:The Future Of Business Is Digital

      The Powerful Advantages Of Embracing Dynamic Ecosystems Of Value

      Business leaders don't think of digital as central to their business because in the past, it hasn't been. But now your customers, your products, your business operations, and your competitors are...

      • Downloads: 1440
    • For CMO Professionals

      Report:Driving B2B Demand With Social Media

      B2B Marketers Must Focus On The Social Rather Than The Media

      When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another...

      • Downloads: 992
    • For CMO Professionals

      Report:2013 B2B CMO Imperatives

      Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

      Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

      • Downloads: 1103
    • For CMO Professionals

      Report:Content Matters Across The Entire Life Cycle

      Include Post-Purchase Activity To Increase B2B Content Effectiveness

      Business-to-business (B2B) CMOs so fixate on acquisition in their content marketing efforts that they fail to deliver content that addresses the day-to-day realities that customers face when living...

      • Downloads: 312
    • For CMO Professionals

      Report:The Fit Test For Strong Agency Relationships

      Optimizing The RFP Process For The Post-Digital Agency Landscape

      Chief marketing officers (CMOs) increasingly look to their agency for a strong strategic voice that can assist them in driving change with their brand. But the agency selection process is most-often...

      • Downloads: 150
    • For CMO Professionals

      Report:TechRadar™ For CMO & Marketing Leadership Professionals: Shopper Marketing, Q2 2012

      Which Digital Shopper Marketing Tools To Invest In And Why

      Forrester's TechRadar methodology provides a framework to aid decision-makers in prioritizing investments and tools related to their discipline — in this case, shopper marketing. Consumers are...

      • Downloads: 736
    • For CMO Professionals

      Report:The CMO's Blueprint For Strategy In The Age Of The Customer

      Four Imperatives To Establish New Competitive Advantage

      Your customers, empowered by technology, can leave at any moment. To retain their loyalty, companies like Hilton Worldwide and The Home Depot plan to spend hundreds of millions of dollars to redefine...

      • Downloads: 448
    • For CMO Professionals

      Report:Measuring The Impact Of Branded Content

      Read this report if you want to understand how to measure the effectiveness of a branded content strategy along the stages of the customer life cycle. This report will help you define the most...

      • Downloads: 809
    • For CMO Professionals

      Report:Create A Customer-Centric Brand Experience

      Executive Overview: The Brand Experience Playbook

      In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. This is forcing marketers to rethink...

      • Downloads: 1520