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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198 results in Reports

  • Marketing Mix Modeling
  • For B2C Marketing Professionals

    Report:Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

    Boost Targeting Options For TV With Dynamic Ad Insertions

    The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute...

    • Downloads: 281
  • For B2C Marketing Professionals

    Report:Benchmarking Social Marketing Efforts In China

    Marketing leadership professionals work hard to win hypersocial Chinese consumers, but most don't know whether their social marketing efforts in China are keeping pace with those of their peers at...

    • Downloads: 204
  • For B2C Marketing Professionals

    Report:Manage Your Marketing Mix Modeling Vendors

    In the age of the customer, powerful analytical tools, the wealth of media consumption data, a more granular understanding of consumer behavior, and sales data enable marketing leaders to understand...

    • Downloads: 483
  • For CIO Professionals

    Report:CIOs Are Not Ready To Support Business Innovation

    Benchmarks: The Innovation Playbook

    In the age of the customer, organizations must implement process and governance structures in several key areas in order to foster a successful innovation program. However, Forrester's analysis of...

    • Downloads: 922
  • For Customer Insights Professionals

    Report:Measure The Impact Of Cross-Channel Attribution

    Cross-channel attribution measurement promises to allocate appropriate credit to all marketing interactions along the customer purchase path. More and more organizations embrace attribution...

    • Downloads: 392
  • For B2C Marketing Professionals

    Report:Case Study: BBC Radio1 Reaches Young UK Users With Mobile-Specific Ads

    A Mobile-Unique Approach Creates Engagement And Drives Results

    BBC Radio 1 reinvigorated its program The Breakfast Show with new content and a new host, with the goal of appealing to younger users and growing its audience. To reach these highly mobile listeners,...

    • Downloads: 93
  • For Customer Insights Professionals

    Report:Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook

    Planning and implementing enterprise marketing technology is at the top of the customer insights (CI) professional's to-do list. But you can't do it alone. You and your business technology (BT)...

    • Downloads: 1434
  • For eBusiness & Channel Strategy Professionals

    Report:Your Customers Will Not Download Your App

    Develop A Strategy To Borrow Mobile Moments And Engage Your Customers Effectively — Where They Already Are

    Few eBusiness professionals will see the majority of their customers download their app, nor will they own enough mobile moments to win, serve, and retain their customers effectively. Most apps...

    • Downloads: 565
  • 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: 186
  • For B2C Marketing Professionals

    Report:European Online Display Goes Programmatic

    Demystifying Programmatic Ad Trading In Key European Markets

    Programmatic trading of online display advertising is revolutionizing the way advertisers and publishers buy and sell display advertising. In 2014, we saw a dramatic increase in the adoption of...

    • Downloads: 131
  • For B2C Marketing Professionals

    Report:Forrester Research Online Display And Search Marketing Forecast, 2015 To 2020 (Asia Pacific)

    ForecastView Spreadsheet

    Forrester expects that total online display and search marketing spending for the five Asia Pacific countries covered in this forecast -- Australia, China, India, Japan, and South Korea -- will grow...

    • For B2C Marketing Professionals

      Report:Pick The Perfect Marketing Mix Model Partner

      Marketing mix models are a combination of processes and technologies that smart marketers increasingly adopt to understand the business impact of individual elements in their plans. Picking the right...

      • Downloads: 634
    • For Customer Insights Professionals

      Report:Elevate Your Approach To Cross-Channel Campaign Measurement

      Performance Management: The Enterprise Marketing Technology Playbook

      The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

      • Downloads: 660
    • For B2C Marketing Professionals

      Report:Forrester Research Social Media Forecast, 2015 To 2020 (Western Europe)

      ForecastView Spreadsheet

      We expect social media ad spending in Western Europe to grow at a five-year compound annual growth rate (CAGR) of 20% between 2015 and 2020. This impressive CAGR is primarily driven by the growth in...

      • Downloads: 4
    • For B2C Marketing Professionals

      Report:Build An Empowered Digital Media Buying Team

      Organization: The Digital Media Buying Playbook

      Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and...

      • Downloads: 665
    • For B2C Marketing Professionals

      Report:The Forrester Wave™: Video Advertising Demand-Side Platforms, Q4 2015

      The 10 Providers That Matter Most And How They Stack Up

      In our 21-criteria evaluation of video advertising demand-side platform (DSP) providers, we identified the 10 most significant vendors and researched, analyzed, and scored them. This report shows how...

      • Downloads: 320
    • For B2C Marketing Professionals

      Report:Don't Rerun Your TV Commercials For Mobile Video Ads

      Combine The Creative Strengths Of TV And Digital Ads For Mobile

      The mobile video ad format has captured the attention of marketers, publishers, and ad tech alike. But a 30-second TV creative execution designed for a lean-back living room experience fails to...

      • Downloads: 134
    • For Customer Insights Professionals

      Report:Fuel High-Performance Marketing With Modern Measurement Mechanics

      Processes: The Marketing Measurement And Insights Playbook

      Despite the tremendous amount of work customer insights (CI) professionals do to plan and create measurement processes, they often don't get the results they aim for. In this report, Forrester...

      • Downloads: 714
    • For Customer Insights Professionals

      Report:The Forrester Wave™: Cross-Channel Attribution Providers, Q4 2014

      The Eight Providers That Matter Most And How They Stack Up

      In Forrester's 56-criteria evaluation of cross-channel attribution vendors, we identified the eight most significant cross-channel attribution providers with advanced algorithmic-based models —...

      • Downloads: 790
    • For B2C Marketing Professionals

      Report:Marketers Embrace The Power Of Digital Video In China

      With the widespread adoption of online video viewing platforms by Chinese consumers, marketers have seized the moment and increased their investment levels in the new medium. However, marketers have...

      • Downloads: 202
    • For B2C Marketing Professionals

      Report:The Future Of Mobile Wallets Lies Beyond Payments

      Select Your Mobile Wallet Partners To Craft Valuable Mobile Moments

      Despite the accelerating rate of disruption and innovation in mobile payments, no one, including Apple, has yet cracked mobile wallets. Forrester believes that several players will emerge as winners...

      • Downloads: 962
    • For B2C Marketing Professionals

      Report:Native Advertising: Handle With Care

      Publishers Must Carefully Balance The Potential For Additional Revenues With The Need For Transparency

      Marketers and agencies alike are seeing great potential in native advertising, which offers the opportunity to present paid-for marketing messaging in editorial content formats. Amid the hype, a few...

      • Downloads: 269
    • For B2C Marketing Professionals

      Report:The State Of Online Video Advertising In North America, 2015

      How To Craft High-Performance Video Ad Plans

      This report follows assessments Forrester made in 2009, 2011, and 2013 on the state of the online video advertising market in the US and Canada. This advertising space has grown dramatically in the...

      • Downloads: 204
    • For B2C Marketing Professionals

      Report:Brief: The Power Of Borrowed Mobile Moments

      Engage Chinese Consumers By Borrowing Mobile Moments From Top Chinese Apps

      Marketers are struggling to keep up with Chinese consumers, who have high expectations of their mobile experiences. Mobile moments are the next competitive battleground, but very few brands actually...

      • Downloads: 91
    • For B2C Marketing Professionals

      Report:Embrace The New Marketing Performance Measurement Standard

      Executive Overview: The Marketing Measurement And Insights Playbook

      Marketing measurement has evolved beyond last-touch credit. More and more B2C marketers understand that assigning marketing credit must reflect the dynamic purchase path. And they're embracing...

      • Downloads: 1270