Julie A. Ask

Vice President, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Julie serves eBusiness & Channel Strategy Professionals. Her 25 years of work experience is balanced between the engineering and management consulting work she did in the first half of her career and her work as an analyst for the past 12 years. The combination of technical and business expertise positions prepared her well to work with business leaders to identify new opportunities offered by mobile technology and to develop strategies to engage with consumers on mobile devices. She has worked with hundreds of clients across retail, travel, banking, insurance, CPG, healthcare, and more to advise and guide the development of their mobile strategies.

Julie's research and analysis have been widely cited in publications including The Wall Street Journal, The New York Times, USA Today, BusinessWeek, RCR Wireless, and The Onion, as well as on CBS, NBC, and PBS.

Previous Work Experience

Prior to becoming an analyst, Julie worked at a contextual services mobile startup in San Francisco and prior to that at Booz Allen & Hamilton.


Julie holds a B.S.E.E. and a Master of Science in electrical engineering and computer science from the Massachusetts Institute of Technology (MIT). She also holds an MBA from the University of Michigan.

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61 results in Reports

  • Omnichannel Customer Experience
  • Past 6 months
  • For eBusiness & Channel Strategy Professionals

    Report:Do Smartphone Owners Use The App, The Mobile Site, Or Both?

    A Forrester Data Snapshot

    Apps and mobile websites serve both distinct and overlapping needs, sometimes for the same customer. By looking at consumers’ passively collected behavior on smartphones, we found that for some...

    • Downloads: 9
  • For eBusiness & Channel Strategy Professionals

    Report:Choose The Right Mobile Insurance Solution

    Tools And Technology: The Mobile Insurance Strategy Playbook

    Poor technology decisions will undermine the best mobile insurance strategies. Making the wrong choice could mean trading away a mobile platform that remains viable for the long haul for one that...

    • Downloads: 390
  • For eBusiness & Channel Strategy Professionals

    Report:2016 Global Mobile Banking Functionality Benchmark

    Benchmarks: The Mobile Banking Strategy Playbook

    Digital banking strategy executives are under pressure to differentiate by offering mobile banking services that exceed customers' needs and expectations. To help digital banking teams better...

    • Downloads: 195
  • For eBusiness & Channel Strategy Professionals

    Report:Best Practices In Mobile Financial Sales

    Digital Teams Must Use Context To Be Relevant And Earn Sales

    As mobile touchpoints displace PCs, branches, advisors, and agents at the heart of customers' relationships with financial services firms, digital executives need to step up their mobile marketing...

    • Downloads: 556
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Is Not A Channel

    Vision: The Mobile eBusiness Playbook

    eBusiness professionals who treat mobile as just a channel will fail. Mobile is not a new technology in 2016, but the majority of eBusiness professionals still treat it as one. Rather than leveraging...

    • Downloads: 766
  • For Customer Experience Professionals

    Report:How To Use Customer Journey Mapping Software

    Tools and Technology: The Digital Customer Experience Improvement Playbook

    Customer journey mapping can be a powerful customer experience (CX) change management tool. But to drive meaningful change, journey maps must evolve from static artifacts to more flexible tools that...

    • Downloads: 408
  • For Application Development & Delivery Professionals

    Report:Take Two Technology Roads To Digital Experience Success

    Road Map: The Digital Experience Delivery Playbook

    Once you have a strategy to prioritize digital interactions and have assessed the business impact of each investment, it's time to plan your technology road map. You must pursue two paths...

    • Downloads: 289
  • For Infrastructure & Operations Professionals

    Report:Harness The Potential Of Millennials With Your Workforce Technology Strategy

    Millennial Workers Are Now The Largest Generation In The Workforce And Require A Different Approach

    The composition of the workforce is changing, as Millennials have recently become the largest generation in the workforce. Alongside that shift comes a change in work styles, a greater level of...

    • Downloads: 232
  • For Customer Experience Professionals

    Report:The Future Of Customer Experiences

    Vision: The Digital Customer Experience Improvement Playbook

    The blurring of boundaries between physical and digital experiences, the emergence of new interfaces like virtual reality, the rise of artificial intelligence, and the ever-increasing portability of...

    • Downloads: 319
  • For CMO Professionals

    Report:The Top Technologies For Your Business Technology Agenda, 2016

    The Top Business Technologies To Win, Serve, And Retain Customers Along Every Step Of Their Journeys

    Customer-obsessed firms are customer-led and insights-driven. They move fast rather than perfectly, and they are connected to serve increasingly powerful customers. CMOs must engage with CIOs to...

    • Downloads: 206
  • For Customer Experience Professionals

    Report:The Top 10 Voice Of The Customer (VoC) Program Questions Answered

    The Value Of VoC Programs, VoC Program Best Practices, And Ways That VoC Programs Drive CX Management Maturity

    The VoC helps improve customer experience (CX) and drive significant business value. To help organizations get the most out of their VoC programs, Forrester answered the most common questions that we...

    • Downloads: 1158
  • For Customer Experience Professionals

    Report:Brief: The Most Popular Customer Journeys To Map

    Customer experience (CX) pros are adopting journey mapping as a tool for improving their firm's customer experiences, and one of the questions that they routinely ask Forrester is what customer...

    • Downloads: 265
  • For Application Development & Delivery Professionals

    Report:Blurring Approaches To Mobile Apps Expand Options For Developers

    Developers are often constrained by traditional mobile development approaches, budgets, and time-to-market. Native and web-based approaches simply aren't enough to address all requirements. New...

    • Downloads: 120
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: Mobile-First Demands More Than Basic Responsive Web Design

    When Mobile Moments Are Different From Desktop Tasks, Avoid One-Size-Fits-All Responsive Web Design

    Treating mobile as just another digital channel is myopic. People do different things on their smartphones than on their desktops or tablets. To delight and serve customers in their mobile moments of...

    • Downloads: 243
  • For eBusiness & Channel Strategy Professionals

    Report:How German Banking Customers Use Different Channels, 2015

    Weave Digital And Human Touchpoints Together To Deliver A New Generation Of Digital Banking

    Banking channel use in Germany is changing as customers increasingly use online and mobile banking to manage their financial lives. Yet human contact remains a key element of the relationship that...

    • Downloads: 140
  • For B2C Marketing Professionals

    Report:Brief: Airlines Must Embrace Mobile Moments To Differentiate

    Smart Airlines Are Building Competitive Advantage By Crafting High-Value Mobile Moments Throughout Their Customers' Journeys

    Mobile is changing travelers' behaviors and expectations worldwide, making mobile moments the next battleground for airlines. While Chinese travelers are rapidly embracing mobile moments, most...

    • Downloads: 128
  • For Customer Experience Professionals

    Report:Brief: Managing The Emotional Impact Of Your Customer's Experience

    Why Companies Must Understand And Manage How They Make Their Customers Feel

    Forrester's Australia Customer Experience Index (CX Index™) research clearly demonstrates that emotions are the most important factor shaping customers' perceptions of their experiences with a brand....

    • Downloads: 213
  • For Customer Experience Professionals

    Report:How To Set Employee Goals That Drive Great CX

    Balance Accountability And Empowerment Across The Organization To Improve Customer Journeys

    Companies must align employee goals with desired customer metrics to deliver better experiences. To get it right, companies must make employees accountable for parts of the experience that they...

    • Downloads: 287
  • For B2C Marketing Professionals

    Report:Master Your Mobile Loyalty Moments

    Continuous Improvement: The Customer Loyalty Playbook

    Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

    • Downloads: 1124
  • For Customer Experience Professionals

    Report:How To Measure Digital Customer Experience

    Performance Management: The Digital Customer Experience Improvement Playbook

    Customer experience (CX) pros struggle to measure digital CX. Without effective measurement efforts, however, they're sure to create substandard digital experiences for customers. To succeed at...

    • Downloads: 707
  • For eBusiness & Channel Strategy Professionals

    Report:2016 China Mobile Banking Functionality Benchmark

    Alipay Retains A Slim Lead, But Traditional Banks CMB And ICBC Are Quickly Catching Up

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of Alipay and five retail banks in China on 41 criteria. Last year's top performer Alipay has...

    • Downloads: 89
  • For Customer Experience Professionals

    Report:Leading Innovative Mobile Experiences In Asia Pacific, 2016

    Consumers across Asia Pacific (AP) are quickly moving from "transitional" to "shifted" in their desire to be served on mobile. With mobile central to their lives, they seek differentiated experiences...

    • Downloads: 124
  • For B2B Marketing Professionals

    Report:How Self-Service Research Changes B2B Marketing

    Facilitate The Customer-Driven Journey To Improve Engagement, Context, And Conversion

    B2B marketing is a victim of its own success. The explosion of content marketing has taught prospects that they no longer need to engage with salespeople early in the evaluation process to narrow...

    • Downloads: 195
  • For eBusiness & Channel Strategy Professionals

    Report:Optimize Performance For Global And Mobile eCommerce

    Performance Management: The eCommerce Globalization Playbook

    eBusiness leaders can't assume that existing investments in data centers, bandwidth, and content delivery networks (CDNs) will be sufficient to ensure blazing-fast speeds in faraway markets or on...

    • Downloads: 1078
  • For CMO Professionals

    Report:How Metrics Drive Your Customer Obsession

    Hint: Customer-Obsessed Companies Embrace Metrics Differently

    Customer-obsessed companies put customers and their experiences at the center of their business. And they need metrics to quantify the business result of customer obsession and to incent...

    • Downloads: 125