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.

Education

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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35 results in Reports

  • Omnichannel Customer Experience
  • B2C Marketing
  • For B2C Marketing Professionals

    Report:Predictions 2015: Most Brands Will Underinvest In Mobile

    Brands Embracing The Mobile Mind Shift Will Pull Ahead Of Those Treating Mobile As Just Another Channel

    In 2015, marketing leaders who have embraced the mobile mind shift will accelerate spending to create an insurmountable gap between themselves — the industry leaders — and the laggards...

    • Downloads: 552
  • For B2C Marketing Professionals

    Report:Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook

    Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to...

    • Downloads: 917
  • For B2C Marketing Professionals

    Report:Win The Social Marketing Measurement Game

    Measuring social marketing is hard. But too often, the solutions that marketers use — such as focusing only on engagement, cherry-picking only the best-looking numbers, or relying on vendors'...

    • Downloads: 936
  • For B2C Marketing Professionals

    Report:The State Of Mobile Technology For Marketers, 2014

    Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part...

    • Downloads: 1253
  • For B2C Marketing Professionals

    Report:Drive Effective Mobile Marketing In China

    Marketers in China are facing the most promising yet most complex mobile market in the world. Chinese mobile consumers appear to be highly tech savvy, but can't always be reached on-the-go. Despite...

    • Downloads: 165
  • For B2C Marketing Professionals

    Report:Case Study: Z Gallerie Crafts A Results-Oriented, Mobile-Specific Search Strategy

    This Retailer Successfully Drives Mobile Search Consumers Through A Multichannel Customer Life Cycle

    Brick-and-mortar retailer Z Gallerie realized it was time for a mobile search strategy when analytics revealed that its consumers were increasingly connecting with it through mobile channels. To...

    • Downloads: 88
  • For B2C Marketing Professionals

    Report:Media Buying's Evolution Challenges Marketers

    Continuous Improvement: The Digital Media Buying Playbook

    In 2014, Forrester teamed with the Association of National Advertisers (ANA) to survey more than 150 senior marketers to better understand how marketers in charge of important media budgets are...

    • Downloads: 635
  • For B2C Marketing Professionals

    Report:Customer Life-Cycle Industry Overview: Over-The-Counter Health Products

    A Consumer Technographics® Report

    When it comes to buying health-related products, consumers take extra care to learn about the item. Although over-the-counter health products aren't generally high investments on the basis of price,...

    • Downloads: 73
  • For B2C Marketing Professionals

    Report:The New Mobile Mind Shift Index

    Analyzing The Appetites Of Your Mobile Customers

    You can better connect with your customers by engaging with them in their mobile moments. But which customers are ready? In this report, we introduce the newly revised Mobile Mind Shift Index (MMSI),...

    • Downloads: 636
  • For B2C Marketing Professionals

    Report:Customer Life-Cycle Industry Overview: Automobiles

    A Consumer Technographics® Report

    When Mad Men's silver-tongued creative director Don Draper declared that "happiness is the smell of a new car," he suggested that buying a car means more than just having the ability to get from one...

    • Downloads: 114
  • For B2C Marketing Professionals

    Report:Mobile Misconceptions: Uncovering How Consumers Actually Use Their Mobile Phone

    A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data

    Mobile phone adoption has undeniably changed the way consumers behave, think, and engage. This has prompted marketing leaders to rethink their outreach strategies and adapt to keep pace with the...

    • Downloads: 199
  • For B2C Marketing Professionals

    Report:Customer Life-Cycle Industry Overview: Clothing, Footwear, And Accessories

    A Consumer Technographics® Report

    Window shopping can be trendy, but "screen shopping" might be next season's newest fashion. With the proliferation of online garment retailers, fashion labels' aggressive digital campaigns, and...

    • Downloads: 72
  • For B2C Marketing Professionals

    Report:Chinese Mobile Consumers Are An Attractive But Unique Audience

    How Mobile Marketing Differs In The Largest Smartphone Market In The World

    China is the largest smartphone market in the world, with what appear to be highly sophisticated mobile users. Metro Chinese consumers use mobile for everything from social media to watching video to...

    • Downloads: 234
  • For B2C Marketing Professionals

    Report:Brief: Don't Neglect Mobile Web Ads In Favor Of Apps

    In-App Ads Are Appealing, But They're Not A Panacea

    Smartphones have captured the attention of customers, and marketers are following suit by shifting a portion of their budgets into mobile advertising. But with mobile, unlike with desktop planning,...

    • Downloads: 187
  • For B2C Marketing Professionals

    Report:German Consumers' Fragmented Path To Purchase

    Use Customer Life Cycle Marketing To Reach German Customers Throughout Their Path To Purchase

    Shoppers everywhere are following different paths to purchase now than they did ten years ago. With an abundance of information available at their fingertips, they search, assess, and compare...

    • Downloads: 108
  • For B2C Marketing Professionals

    Report:Marketing Strategy For The Mobile Mind Shift

    Vision: The Mobile Marketing Playbook

    Customers are in the midst of a mobile mind shift. They're not interested in your messaging and logos. They want utility, and they want it now. They expect any information or services they want in...

    • Downloads: 1674
  • 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: 91
  • For B2C Marketing Professionals

    Report:Mobile Is The Real Driver For US Social Media Growth

    ForecastView Document

    We recently published the Forrester Research Social Media Forecast, 2014 To 2019 (US). This report discusses how the mobile channel (which includes smartphones and tablets) will be a catalyst for the...

    • Downloads: 34
  • For B2C Marketing Professionals

    Report:Which Technologies Fit Where In Marketing's Future

    Marketing relationships are changing from invisible and one-sided to visible and cooperative — manifested through uniquely designed, valuable experiences. Meanwhile, customers are increasingly...

    • Downloads: 708
  • 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: 1053
  • For B2C Marketing Professionals

    Report:The French Shopper Journey: Use The Customer Life Cycle To Anticipate What Customers Will Do Next

    The Customer Life Cycle Helps B2C Marketers Prioritize Channels And Touchpoints At Each Phase Of Your Customers' Path To Purchase

    B2C marketers must plan beyond the marketing funnel to support consumers across their entire life cycle. This report takes a closer look at French consumers' path to purchase, highlighting their use...

    • Downloads: 108
  • For B2C Marketing Professionals

    Report:Brief: Choose From Four Approaches To Build Your Community

    Plan For Community Success Across The Customer Life Cycle

    The word "community" invokes a measure of confusion among B2C marketers. This brief explores the meaning of community, and provides examples of companies successfully using communities across the...

    • Downloads: 48
  • For B2C Marketing Professionals

    Report:Evaluate Your Discovery Marketing Programs

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 280
  • For B2C Marketing Professionals

    Report:Which Technologies Fit Where In Marketing's Future: A Segmented Vendor Reference For Marketers

    This workbook is a companion to the Forrester report "Which Technologies Fit Where In Marketing’s Future." In that report, we made the case for a new way of classifying marketing technologies...

    • Downloads: 51
  • For B2C Marketing Professionals

    Report:Customer Life-Cycle Industry Overview: Consumer Electronics

    A Consumer Technographics® Report

    A range of different motivations may inspire a consumer's decision to purchase a consumer electronics device: While some technology mavens know of the latest product through community interest groups...

    • Downloads: 81