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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128 results in Reports

  • CMO
  • For CMO Professionals

    Report:Digital Brand Building: Advance From Chasing Efficiencies To Creating Experiences

    How To Unleash Digital's Brand Building Potential

    CMOs have embraced the measurable efficiencies of digital channels to push their messages out to customers. But too often digital languishes as a tactical communications tool, which a lack of...

    • Downloads: 340
  • For CMO Professionals

    Report:Leverage Mobile Platforms And Partners To Power Your Customer Engagement Strategy

    Borrow Mobile Moments From Third-Party Platforms Throughout Mobile Ecosystems In China

    CMOs face a major challenge: Most customers will not download your mobile app, but mobile is the most important digital touchpoint for winning, serving, and retaining those customers. As a result,...

    • Downloads: 52
  • 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: 166
  • For CMO Professionals

    Report:Quick Take: Apple Puts Mobile Moments At The Center Of Its Strategy

    With Apple Pay And Apple Watch, The Mobile Style Setter Will Make Payments And Wearables Worth The CMO's Trouble

    Today, Apple announced an integrated set of applications and connected devices — Apple Pay, the Apple Watch, and two iPhone 6 models — that will change how the CMO's team engages with...

    • Downloads: 366
  • 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: 537
  • For CMO Professionals

    Report:Competitive Strategy In The Age Of The Customer

    Only Customer-Obsessed Enterprises Can Survive Disruption

    Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery no longer create competitive advantage. In this age of...

    • Downloads: 5279
  • For CMO Professionals

    Report:Agency Partnerships Speed The Innovation Journey

    How Smart Marketers Maximize Agency Relationships To Create Breakthrough Customer Experiences And Business Growth

    Over the past 24 months, CMOs have started to dedicate more resources to marketing innovation in the form of budget, talent, and labs. In addition to internal efforts, CMOs also lean on agencies to...

    • Downloads: 356
  • 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: 491
  • 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: 306
  • For CMO Professionals

    Report:Brief: Digital Intermediaries Rewrite Rules Of Business Again

    Hyperadoptive consumers are signing up with new digital intermediaries like Foursquare, Magic, and Uber in an effort to get more of what they want. It wasn't supposed to be this way. The original...

    • Downloads: 100
  • 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: 346
  • For CMO Professionals

    Report:Brief: Connect The Brand And Customer Experience To Drive Engagement

    Five Leading Firms Share Their Success At Forrester's 2015 Forum For Marketing Leaders

    At Forrester's Forum For Marketing Leaders in New York, marketing leaders and Forrester's presenters shared best practices for building customer-obsessed enterprises. Our industry keynote speakers...

    • Downloads: 259
  • 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: 170
  • 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: 884
  • For CMO Professionals

    Report:Use The Customer Life Cycle To Power Your Transformation To Customer Obsession

    Benchmarks: The Customer Life-Cycle Marketing Playbook

    Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and...

    • Downloads: 557
  • For CMO Professionals

    Report:Brand Experience Redefines Brand Management

    Vision: The Brand Experience Playbook

    In the age of the customer, CMOs battle to build their brands with distracted, technology-empowered consumers who have as much to say about what the brand stands for as the organization does. In this...

    • Downloads: 1306
  • 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: 1142
  • 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: 958
  • For CMO Professionals

    Report:Brief: Will Your Organization Benefit From An In-House Agency?

    Assess Your Organization's Need To Insource Agency Services

    An increasing number of organizations are bringing agency services in-house. Why? As marketers strive to meet the demands of the always-on customer, many aim to exert more control and have greater...

    • Downloads: 99
  • 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: 1020
  • 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: 441
  • 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: 644
  • 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: 226
  • 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: 280
  • For CMO Professionals

    Report:The Forrester Wave™: Innovation Agencies, Q4 2014

    An Evaluation Of 10 Agencies Driving Innovation

    In Forrester's 27-criteria evaluation of innovation agencies, we identified the 10 most significant firms — AKQA, Critical Mass, frog, Huge, Isobar, Mutual Mobile, R/GA, Razorfish,...

    • Downloads: 603