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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131 results in Reports

  • CMO
  • For CMO Professionals

    Report:CMOs Must Lead The Brand Experience

    Twenty-first century brands are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world in which the companies that take an obsessive...

    • Downloads: 581
  • For CMO Professionals

    Report:Brief: Microsoft HoloLens Changes Everything With The Next Natural Computing Interface

    CMOs Will Have To Support The Digital Experiences That Holographic Computing Enables

    With the launch of its Windows 10 operating system, Microsoft revealed an unexpected aspect of the new Windows 10 platform: a holographic interface that will launch with a dedicated headset called...

    • Downloads: 145
  • 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: 635
  • For CMO Professionals

    Report:Organizing For Digital Disruption: Where And How To Ignite The Disruption You Need

    Forrester's surveys make it clear that executives believe in digital disruption; a majority of them are excited to put into practice the foundational tenets on which digital disruption must be built:...

    • Downloads: 637
  • For CMO Professionals

    Report:Marketers Need To Put Money Where A Consumer's Mouth Is

    How Consumers Discover New Brands, Products, And Services

    This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

    • Downloads: 392
  • For CMO Professionals

    Report:The State Of Customer Life-Cycle Marketing, 2013

    Benchmarks: The Customer Life-Cycle Marketing Playbook

    Making the transition to a marketing strategy that is based on the customer life cycle demands significant changes to marketing strategy, organization, analytics, measurement, and technology. We...

    • Downloads: 422
  • For CMO Professionals

    Report:Competitive Strategy In The Age Of The Customer: China

    Only Customer-Obsessed Enterprises Can Survive Disruption

    Manufacturing strength, distribution power, and information mastery are no longer competitive advantages in the age of the customer, where the only sustainable competitive advantage is customer...

    • Downloads: 292
  • For CMO Professionals

    Report:Managing Marketing Tech Investments Requires A New Partnership With Your CIO

    Tools And Technology: The Customer Life-Cycle Marketing Playbook

    Marketing success in a data-driven, automated world requires new technology to handle a growing number of digital channels and data sources needed to better inform business decisions and to deliver...

    • Downloads: 158
  • For CMO Professionals

    Report:Health Insurance Brands Must Earn Consumer Trust

    Technographics® TRUE Brand Compass: Health Insurance

    US health insurance brands can now go directly to consumers beyond employer-sponsored programs. With this shift, leading health insurance chief marketing officers (CMOs) must pay more attention to...

    • Downloads: 318
  • For CMO Professionals

    Report:Financial Service Brands Fail To Earn TRUE Consumer Trust

    Technographics® TRUE Brand Compass: Financial Services

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all industries now have a steeper hill to climb to earn brand preference, referral, and...

    • Downloads: 421
  • For CMO Professionals

    Report:What The Enterprise Marketing Software Suites Forrester Wave™ Means For CMOs

    The Forrester Wave™: Enterprise Marketing Software Suites, Q4 2014

    This report, originally written for customer insights (CI) professionals, includes content relevant for chief marketing officers (CMOs). With marketing-related spending comprising 13% of all software...

    • Downloads: 138
  • For CMO Professionals

    Report:Measure Brand Resonance With The TRUE Brand Compass

    Landscape: The Brand Experience Playbook

    Technology-empowered consumers today have access to more information on brands than ever before and demand more of these brands. In turn, chief marketing officers (CMOs) are challenged to understand...

    • Downloads: 722
  • For CMO Professionals

    Report:Brief: It's The End Of The AOR As We Know It (And We Feel Fine)

    Legacy agency-of-record (AOR) relationships aren't meeting the new needs of the CMO. The modern CMO needs a lead agency with the ability to create a cohesive experience across all touchpoints through...

    • Downloads: 207
  • For CMO Professionals

    Report:It's Time To Put Shoppers Back Into Shopper Marketing

    Shopper Marketing Needs Close Ties To Brand Marketing To Attract Empowered Consumers

    CMOs have given renewed attention to shopper marketing efforts lately, as these marketers sit closest to the consumer while she is in buying mode. However, shopper marketing teams are more typically...

    • Downloads: 383
  • For CMO Professionals

    Report:Build Digital Intelligence Into Your Marketing Operating System

    Compete With A Digital Intelligence Organization

    This report, originally written for customer insights professionals, includes content relevant to CMOs. Here's why: As customers take control of their relationship with brands across digital,...

    • Downloads: 113
  • 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: 1112
  • For CMO Professionals

    Report:Evaluate Marketing's Customer Life Cycle Maturity

    Assessment: The Customer Life-Cycle Marketing Playbook

    The world your customers live in is complex — a maze of media, devices, conversations, and interactions — and to make a connection between them and your brand means finding new ways to...

    • Downloads: 781
  • 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: 174
  • For CMO Professionals

    Report:Chart A New Course For A Connected Brand Experience

    Strategic Plan: Brand Experience Playbook

    Brand building has moved beyond the purview of the marketing department to become an organizationwide effort. Chief marketing officers (CMOs) must shift their organizations from a command-and-control...

    • Downloads: 948
  • For CMO Professionals

    Report:Quality Of Products And Service Support Positive Brand Resonance For Insurance Firms

    Technographics® TRUE Brand Compass: General Insurance

    Brands in the general insurance business — life, auto, and home — must prove that they are trusted across every touchpoint as consumers increase their expectations. This will force...

    • Downloads: 263
  • For CMO Professionals

    Report:Wireless Brands Fail To Connect With Consumers

    Technographics® TRUE Brand Compass: Wireless

    Wireless brands have traditionally locked in customers with long contracts. But the market is changing as brands like T-Mobile blow up these traditional business models to put the control in the...

    • Downloads: 179
  • For CMO Professionals

    Report:Predictions 2014: B2B CMOs Will Juggle Data, Brand, And Organizational Investments

    In 2014, business-to-business (B2B) CMOs will have to determine the right balance of investments in data and analysis, brand building efforts, and organizational adaptations that help handle these...

    • Downloads: 408
  • For CMO Professionals

    Report:Digital Experiences Help Build A Resonant Hotel Brand

    Technographics® TRUE Brand Compass: Hotels

    Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers...

    • Downloads: 194
  • 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: 1523
  • 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: 1586