Christine Spivey Overby

VP, Forrester Leadership Boards

Christine leads the global Forrester Leadership Boards product, which provides a platform for peer collaboration in which executives from top companies come together to solve business problems. Her organization helps clients transform their organization and processes to compete successfully in an age where customers and digital disrupt existing businesses.

Previous Work Experience

In her previous role at Forrester, Christine led the Marketing Leadership practice, which provides research, consulting, and other services to marketing executives, helping them reach new customers and enrich relationships in a world of growing digital and mobile interactivity, plus extreme media fragmentation.

Since joining Forrester in 1998, Christine has covered a variety of marketing and technology trends. Before becoming the practice leader for Marketing Leadership, Christine covered marketing measurement, consumer-driven innovation, and mobile marketing. From 2001 to 2006, Christine led Forrester's consumer product research on marketing, sales, and distribution processes. In that capacity, she launched Forrester's first research on radio frequency identification (RFID) technology. Prior to this, Christine was an analyst on the eBusiness organization and services team at Forrester.

Christine has been widely quoted in the press, including the BBC, The Boston Globe, Fortune, The Globe and Mail, The New York Times, and The Wall Street Journal. She has hosted and delivered keynotes at many events, including Forrester's Marketing Leadership Forums in North America and Europe, Consumer Forum, Executive Forum, and Consumer Packaged Goods (CPG) Summit.

Prior to joining Forrester, Christine worked for the US Department of Health & Human Services.


Christine is a summa cum laude graduate of Loyola University, New Orleans.

Research Coverage

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19 results in Reports

  • Christine Spivey Overby
  • For Marketing Leadership Professionals

    Report:Topic Overview: Interactive Marketing In A Downturn

    How To Justify Your Digital Budget When The Market Is Low

    In these uncertain times, marketers expect to cut 3% of their overall marketing budgets. As an interactive marketer, how do you protect your digital budget and ensure funding for future campaigns? By...

    • Downloads: 2588
  • For Marketing Leadership Professionals

    Report:Best Practices: US Mobile Marketing

    The Best Mobile Campaigns Embrace The Medium

    With 76% of US households owning at least one phone, mobile is a seductive channel for US marketers. But consumers' preconditioned skepticism to mobile ads means that marketers must design campaigns...

    • Downloads: 1653
  • For Marketing Leadership Professionals

    Report:Does Mobile Marketing Matter Yet?

    Mobile promises new ways for marketers to connect with their customers — like branded applications, video, and even on-the-go transactions — eventually. But in the short term, the...

    • Downloads: 1272
  • For Marketing Leadership Professionals

    Report:How To Justify Interactive Marketing Investments

    A Forrester Success Imperative Primer

    It takes logic and emotion to sell digital campaigns to your boss. Smart interactive marketers do so by constructing a rich business case of both numbers and success stories. In this document,...

    • Downloads: 836
  • For Marketing Leadership Professionals

    Report:An Interactive Marketing Introduction To The State Of Consumers And Technology, 2008

    Consumers of all ages increasingly spend more time engaged with technology. In this graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2008, Interactive Marketers...

    • Downloads: 908
  • For Marketing Leadership Professionals

    Report:2009 North American Interactive Marketing Predictions

    Interactive Channels Will Be An Unapologetic Part Of The Marketing Mix

    In North America in 2009, interactive marketing will assume an unapologetic — and, in some cases, central — role in the marketing mix thanks to both the ascendance of digital media and...

    • Downloads: 908
  • For Marketing Leadership Professionals

    Report:Scale Success with Programmatic Multichannel Media Buying

    This report will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic on video, mobile, and social; and...

    • Downloads: 726
  • For Marketing Leadership Professionals

    Report:An Interactive Marketer's Introduction To Web Site Imagery That Builds Brands

    Web site imagery builds brands when it is both helpful and engaging. Interactive marketers should work with their customer experience counterparts to ensure that Web site imagery supports brand...

    • Downloads: 699
  • For CMO Professionals

    Report:Net Promoter Scores: Good, But Not Enough

    Net Promoter has become a popular way to measure customer satisfaction and loyalty. But, as with any single measurement, it doesn't tell the entire story. To put a Net Promoter Score — or any...

    • Downloads: 634
  • For Marketing Leadership Professionals

    Report:Boomer Women = Big Money For Marketers

    Integrated Campaigns And Social Media Resonate With Female Boomers

    Often overlooked by marketers in favor of their younger counterparts, Boomer women's deep pockets can enrich marketers' coffers. How much are they worth? Nearly $300 a month. Boomer women spend more...

    • Downloads: 564
  • For CMO Professionals

    Report:Want To Nurture Next-Generation Marketing Skills?

    Refresh Your Recruitment, Training, And Retention Tactics

    Marketers must focus on building expertise in social media and marketing analytics in order to better serve customers. By adding new tactics to existing recruitment, training, and retention efforts,...

    • Downloads: 379
  • For Marketing Leadership Professionals

    Report:Case Study: Pfizer Proves That Mobile Marketing Isn't Just For The Young

    Facing the challenge of building awareness among hard-to-reach consumers, Pfizer added mobile to its Lipitor marketing mix as a way to extend reach. The offer: text-based mobile coupons for a free...

    • Downloads: 389
  • For Marketing Leadership Professionals

    Report:Social Media Marketers: Don't Ignore IM

    Instant messaging (IM) is one of the most widely used activities among European online users. IM usage is not just restricted to youths and teens but is also popular among older age groups such as...

    • Downloads: 332
  • For CMO Professionals

    Report:Case Study: Allstate Masters Marketing Measurement

    At the US insurance giant Allstate, senior marketers have created a world-class measurement approach by focusing on both scientific methods and effective communication of measurement outcomes. But...

    • Downloads: 340
  • For CMO Professionals

    Report:Case Study: Wachovia Embraces Scientific Measurement

    Wachovia has built a culture of accountability by nurturing an expertise in statistical analysis and predictive modeling. Marketing leadership professionals can glean a host of measurement best...

    • Downloads: 276
  • For Marketing Leadership Professionals

    Report:Case Study: Zagat Tests The Right Mobile Advertising Options

    Zagat Survey needed to reach mobile power users — a relatively small group — to market ZAGAT TO GO, a mobile product featuring its restaurant and nightspot reviews. To do so, it explored...

    • Downloads: 263
  • For Marketing Leadership Professionals

    Report:Case Study: American Cancer Society Tackles Mobile Search Marketing

    The American Cancer Society (ACS) — a seasoned interactive marketer — saw mobile as an additional channel to connect people to its resources. The organization used targeted mobile keyword...

    • Downloads: 230
  • For Marketing Leadership Professionals

    Report:Case Study: Time Inc. Shows The Value Of Mobile Direct Response

    Time Inc., an early adopter of mobile marketing, has gleaned numerous best practices from not only its own mobile marketing efforts but also those of its advertising partners. Among these best...

    • Downloads: 217
  • For Marketing Leadership Professionals

    Report:Vendors Ease Mobile Marketing's Growing Pains

    At CTIA 2007, The Wireless Industry Commits To Mobile Marketing

    The audience for mobile campaigns now tops 37 million, but interactive marketers are still more likely to experiment with PC-based emerging channels — many of which have smaller reach. What's...

    • Downloads: 190