Shar VanBoskirk

VP, Principal Analyst serving Marketing Leadership PROFESSIONALS

Shar serves Marketing Leadership professionals. She is a leading expert on how businesses can leverage interactive marketing channels and technologies to drive sales and deepen customer relationships. During her 12 years with Forrester, Shar has been instrumental in the development of many of the company's interactive marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Shar's research focuses on overall interactive marketing strategies; crafting efficient, effective interactive programs; organizing for interactive marketing; and integrating interactive channels into the rest of the marketing mix. Specific subjects addressed in Shar's research include email marketing, online advertising, search engine marketing, ad serving and targeting, interactive budgeting and forecasts, and interactive marketing organizational models.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the Internet and has written research on customer loyalty, ad networks, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, MITX, DMA, and the Email Service Provider Coalition events, among others. She is on the board of SEMPO — the search engine marketing professionals organization — and is also widely quoted in the press including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal and is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.

Shar VanBoskirk's Research

  • For Marketing Leadership Professionals

    Report: Topic Overview: Choose The Right ESP For Your Needs

    This report helps marketing leaders select tools and technologies to enhance their email marketing programs. Most email marketers outsource the delivery of their email marketing programs because...

    • Downloads: 400
  • For Marketing Leadership Professionals

    Report: The Forrester Wave™: Email Marketing Vendors, Q3 2014

    In Forrester's 34-criteria evaluation of email marketing vendors, we identified the nine most significant providers — Acxiom, Epsilon, Experian Marketing Services, Oracle Responsys, Salesf...

    • Downloads: 336
  • For Marketing Leadership Professionals

    Report: The Best And Worst Of Email Marketing, 2014

    This report helps marketing leaders benchmark their email marketing campaigns against 98 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial services, autom...

    • Downloads: 328
  • For Marketing Leadership Professionals

    Report: Brief: Don't Worry About Encrypted Search

    In September 2013, Google confirmed that it had restricted access to all organic search activity. Several months later, in April 2014, the company had also blocked paid search query data. No dou...

    • Downloads: 79
  • For CMO Professionals

    Report: Brief: Business Models Determine Agency Strengths

    Recently, Forrester defined a new agency landscape, defined by the primary strategic objectives of marketers. The agency models we introduced — Innovator, Integrator, and Implementer ̵...

    • Downloads: 193
  • For Marketing Leadership Professionals

    Report: US Interactive Marketing Forecast, 2009 To 2014

    Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertisi...

    • Downloads: 4772
  • For Marketing Leadership Professionals

    Report: US Interactive Marketing Forecast, 2007 To 2012

    Interactive marketing over the next five years will not be dominated by a single revolutionary channel. Forrester forecasts that interactive marketing spend will grow to $61 billion by 2012, an ...

    • Downloads: 3218
  • For Marketing Leadership Professionals

    Report: Topic Overview: Interactive Marketing

    Interactive marketing tactics are crucial for marketers who seek new ways to create relevant and engaging customer communications. Forrester's interactive marketing research studies current and ...

    • Downloads: 4013
  • For Marketing Leadership Professionals

    Report: US Interactive Marketing Forecast, 2011 To 2016

    By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and...

    • Downloads: 3662
  • For Marketing Leadership Professionals

    Report: US Interactive Marketing Forecast By Industry, 2009 To 2014

    Although interactive marketing is poised to grow at a 17% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest ...

    • Downloads: 2767
View all of Shar VanBoskirk's Research

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