Carrie Johnson

SVP, Research serving eBusiness & Channel Strategy PROFESSIONALS

As SVP, Research, Carrie leads a global research organization responsible for creating powerful ideas and objective, courageous, and relevant content that helps Forrester’s clients win, serve, and retain customers.

Prior to this role, Carrie held various research positions in Forrester's research organization over the past 18 years, most recently as a Group Director for the eBusiness & Channel Strategy and B2B Marketing Roles. As an analyst before that, Carrie researched 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.

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:How To Build A Strong B2B Brand Experience

    Processes: The Brand Experience Playbook

    As business buyers gain control over their purchase process with easy access to product specs, peer reviews, and competitive intelligence, business-to-business (B2B) organizations must depend on a...

    • Downloads: 1016
  • 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...

    • Downloads: 292
  • For CMO Professionals

    Report:Brief: Measuring Hyperadoption

    Adoption Readiness Is Five Times Higher Today Than A Decade Ago

    We live in an age of consumer hyperadoption, a period defined by the rapid and unprecedented uptake of new devices and experiences. To measure the rise of hyperadoption, Forrester examined its...

    • Downloads: 102
  • 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: 353
  • For CMO Professionals

    Report:Telecom Brands Are Not Connecting

    Technographics® TRUE Brand Compass: Telecom

    Customers' dissatisfaction with telecom providers is well documented. These firms are known for frustrating customers with confusing programming bundles, poor customer service, and opaque pricing....

    • Downloads: 357
  • For CMO Professionals

    Report:Trust, Not Buzz, Builds Health And Beauty Brand Resonance

    Technographics® TRUE Brand Compass: Health And Beauty Consumer Packaged Goods

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

    • Downloads: 317
  • 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: 430
  • For CMO Professionals

    Report:Brief: Amazon Prime Music Reveals A Warning To Other Product Categories

    Music Is Now A Feature, Not A Product

    In June 2014, Amazon.com announced the arrival of its Prime Music service. Just like with the company's Prime Instant Video service, the music service is free to Prime members who have already chosen...

    • Downloads: 151
  • For CMO Professionals

    Report:Brief: The New Art Of Data

    CMOs Must Partner With CIOs To Lead Data Innovation

    Digital customers, channels, and competitors are putting pressure on your firm to leverage more, and messier, data to arm your products, employees, and operations with digital capabilities. But being...

    • Downloads: 230
  • For CMO Professionals

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

    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: 1275
  • For CMO Professionals

    Report:Start To Build Your Ultimate Customer Relationship

    Digital Platforms Pave The Way For Others To Build Powerful Lifestyle-Enhancing Relationships

    Thanks to digital disruption, consumers have fully embraced a world where they use digital enablers to connect with companies more deeply than ever before. Digital platform providers like Amazon.com,...

    • Downloads: 460
  • For CMO Professionals

    Report:How To Ride The Rise And Fall Of Digital Devices

    The eReader Case Study Illustrates How The Next Wave Of Gadgets Will Play Out

    Our digital era has witnessed the ascent and decline of a stunning number of new devices: The PDA, the digital camera, and the dedicated MP3 player have all risen to prominence only to collapse into...

    • Downloads: 381
  • For CMO Professionals

    Report:Innovative Consumer Technology Brands Win The Battle For Mindshare

    Technographics® TRUE Brand Compass: Consumer Technology

    The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand resonance...

    • Downloads: 340
  • For CMO Professionals

    Report:Five Key Truths About Wearables That Every Leader Should Know

    Wearables Are Poised To Change The Marketing Landscape — Is Your Company Ready?

    Wearables have suffered from excessively positive and negative hype. Currently, the wearables market consists of disparate devices solving a variety of problems and entering the market through a...

    • Downloads: 867
  • For CMO Professionals

    Report:Digital Experiences Will Drive Brand Resonance For Rental Newcomers

    Technographics® TRUE Brand Compass: Car Rental And Sharing

    New ride-booking and car sharing services like Getaround, Lyft, Uber, and Zipcar — some of which exploit the rising sharing economy — threaten to change car ownership eventually but will...

    • Downloads: 141
  • 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: 400
  • For CMO Professionals

    Report:TV's Death Is Widely Exaggerated

    Content Trumps Distribution In TV's Future

    If you believe everything you read, TV is about to die — slowly or quickly, depending on whom you listen to, but its days are numbered. We've been around the block a few times at Forrester, and...

    • Downloads: 364
  • For CMO Professionals

    Report:A Customer-Obsessed Operating Model Demands A Close Partnership With Your CIO

    The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. But it requires changes across the executive team, most keenly...

    • Downloads: 112
  • 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: 832
  • 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: 569
  • For CMO Professionals

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

    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: 222
  • For CMO Professionals

    Report:Brief: CMOs And CIOs At Four Leading Firms Spur Customer Obsession

    HSN, Akamai Technologies, E-Trade, And The Weather Company Share Best Practices At Forrester's Forum For CMOs And CIOs

    For two days at Forrester's invitation-only Forum For CMOs And CIOs in Napa Valley, California, over 100 CMOs and CIOs gathered to engage in conversations and working sessions about the roles each of...

    • Downloads: 141
  • 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: 299
  • For CMO Professionals

    Report:Q&A: Does Marketing Need A Marketing Technology Specialist?

    CMOs in Asia Pacific are struggling to adopt new marketing technology tools and strategies to serve increasingly empowered customers. The complex marketing tech landscape is limiting CMOs' ability to...

    • Downloads: 96
  • For CMO Professionals

    Report:Evaluate Your Marketing Innovation Culture

    Understand Your Cultural Bias In Order To Set Expectations For Innovation

    Today's CMOs and senior marketing executives are under intense pressure to deliver innovative marketing programs that find new ways to build brand awareness and stronger relationships with customers....

    • Downloads: 253