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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133 results in Reports

  • CMO
  • For CMO Professionals

    Report:The New Roles That Will Power Your Marketing Operating System

    Organization: The Customer Life-Cycle Marketing Playbook

    As empowered customers take control of their relationship with brands, CMOs must redefine their organization in the form of a marketing operating system (MOS) that best supports the full customer...

    • Downloads: 420
  • 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: 241
  • 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: 413
  • 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: 767
  • For CMO Professionals

    Report:Brief: Scope Trumps Size In Media Agency Partnerships

    Cross-Platform Expertise And Ability To Activate Context-Rich Data Overtake Buying Power As Key Agency Differentiators For Advertisers

    The media landscape is rapidly evolving as advances in digital technology drive increased media fragmentation and new media consumption behaviors. These forces are changing for good the way media is...

    • Downloads: 200
  • 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: 378
  • 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: 310
  • For CMO Professionals

    Report:It's Time To Abandon Performance-Based Agency Compensation

    Build A Strong Relationship To Maximize Agency Value

    CMOs are struggling to connect agency work to business outcomes and using contracts with performance-based incentives as a Band-Aid. Despite years of trying different metrics and bonus formulas,...

    • Downloads: 111
  • 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: 339
  • 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: 138
  • 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: 535
  • 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: 1104
  • 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: 154
  • 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: 336
  • 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: 576
  • 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: 56
  • For CMO Professionals

    Report:Adopt The Customer Life Cycle To Win In The Age Of The Customer

    Executive Overview: The Customer Life-Cycle Marketing Playbook

    There is widespread recognition that the old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and the disruptive...

    • Downloads: 902
  • For CMO Professionals

    Report:CMOs And CIOs Must Turn Collaboration Into Action

    Forrester/Forbes Insights CIO/CMO Survey Results Show Marginal Progress

    Chief marketing officers (CMOs) and their chief information officers (CIOs) must put a unified business technology (BT) agenda into practice that best wins, serves, and retains today's empowered...

    • Downloads: 167
  • For CMO Professionals

    Report:The CMO And CIO Must Accelerate On Their Path To Better Collaboration

    Chief marketing officers (CMOs) need to engage their chief information officers (CIOs) to develop the most effective strategy for putting marketing technology into practice. But the two organizations...

    • Downloads: 427
  • 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: 312
  • 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: 427
  • For CMO Professionals

    Report:Establish New Agency Partnerships

    Building a 21st century brand requires marketers to form new types of partnership with agencies. As with the fast-changing technology landscape, it's up to marketers to stay current with the...

    • Downloads: 463
  • For CMO Professionals

    Report:CMOs Must Embrace Software's Role In Delivering A Compelling Brand Experience

    Software Must Enrich Your Brand

    This report, originally written for CIOs, includes content relevant to chief marketing officers (CMOs). And here's why: A perfect storm of technology change — mobile, social, and digital...

    • Downloads: 158
  • 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: 109
  • 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: 788