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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130 results in Reports

  • CMO
  • For CMO Professionals

    Report:Brief: Google's Nest Buys Dropcam To Disrupt Digital Lifestyle

    CMOs' Strategies Must Tackle Environmental Scanning

    As June 2014 drew to a close, the tech press assembled in San Francisco to cover announcements from the annual Google I/O developer's conference. But the media mostly missed a significant...

    • Downloads: 157
  • For CMO Professionals

    Report:Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

    How Research Touchpoints Affect Consumer Spending

    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: 1147
  • 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, 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: 137
  • For CMO Professionals

    Report:How To Build Your Brand Through Customer Experience

    Forrester's consumer research confirms the strong relationship between the quality of a brand's customer experience and loyalty measures like willingness to consider the brand for repeat purchase and...

    • Downloads: 584
  • For CMO Professionals

    Report:The Costs And Benefits Of Marketing Innovation Labs

    Build An Innovation Lab To Focus The Organization On "What's Next" Customer Engagement Opportunities

    Marketing innovation labs are all the rage. Companies including Staples, Wal-Mart, Mondelez International, Nike, Comcast, Nestlé, Chick-fil-A, and many more have developed innovation labs to...

    • Downloads: 537
  • 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: 331
  • For CMO Professionals

    Report:The Evolved CMO In 2014

    CMOs Must Ramp Up Business And Technology Acumen

    Forrester and Heidrick & Struggles fielded a global survey of 212 CMOs in July 2013 to assess their current remit and how they prove their value as business and strategy leaders. In this report,...

    • Downloads: 680
  • 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: 248
  • For CMO Professionals

    Report:The Business Opportunity Behind Adaptive Intelligence

    Improve Business Outcomes With Adaptive Intelligence

    This report, originally written for CIOs, includes content relevant to CMOs. And here's why: To fuel growth, CMOs must be able to turn big data into smart data that provides the marketing team with...

    • Downloads: 279
  • 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: 276
  • 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: 293
  • 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: 542
  • For CMO Professionals

    Report:Make The Switch To The Customer Life Cycle

    Strategic Plan: The Customer Life-Cycle Marketing Playbook

    Marketers agree that the customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but they still struggle to adopt it. To manage the necessary...

    • Downloads: 1666
  • For CMO Professionals

    Report:Brief: How To RFP For Innovation

    Follow The Four-S Approach To Drive Agencies' And Marketers' Success

    CMOs must innovate or risk missing out on the next category-killing product or falling hopelessly behind their competitors. CMOs who lack the people or processes to drive innovation internally often...

    • Downloads: 182
  • 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: 184
  • For CMO Professionals

    Report:Predictions 2015: CMOs Boldly Reach For More Influence In The Enterprise

    More Internal Influence Will Require Marketing Optimization

    It's the middle of the decade, and chief marketing officers (CMOs) find themselves in the middle of a dilemma. The CMO role has yet to emerge fully from its historical communications, promotion, and...

    • Downloads: 503
  • For CMO Professionals

    Report:Chart A New Course For A Connected Brand Experience

    Strategic Plan: The Brand Experience Playbook

    As brand and customer experience become intertwined, brand building must move beyond the purview of just the marketing department to become an organizationwide effort. To respond, CMOs require a...

    • Downloads: 1076
  • 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: 506
  • 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: 304
  • For CMO Professionals

    Report:Food And Beverage Brands Must Be Trusted And Essential

    Technographics® TRUE Brand Compass: Food And Beverage 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: 281
  • For CMO Professionals

    Report:Winning In The Age Of The Customer

    Embrace Four Imperatives To Transform Your Company For Customer Obsession

    The age of the customer is here. To prove this, we analyzed recent economic and survey data and reviewed the practices of over a dozen companies that have made customer-focused transformations. We...

    • Downloads: 628
  • For CMO Professionals

    Report:Enrich Customer Life-Cycle Understanding With Customer Journey Maps

    Processes: The Customer Life-Cycle Marketing Playbook

    Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As...

    • Downloads: 1031
  • 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: 415
  • 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: 1646
  • For CMO Professionals

    Report:The Next Act For Agencies: The Post-Digital Agency Landscape

    Over the past five years, digital has defined "what's new" from agencies, and marketers have moved substantial budget to social, mobile, and customer relationship management (CRM), to the tune of $50...

    • Downloads: 1084