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: Interactive Channels To Watch In 2014

    This report is the latest installment in an annual series on how marketing leaders leverage interactive channels. Email marketing and display advertising still top marketer's lists, but mobile a...

    • Downloads: 144
  • For eBusiness & Channel Strategy Professionals

    Report: Build A Digitally Savvy Organization

    To survive the destructive forces of digital disruption, eBusiness leaders must drive digital business transformation. Yet most current digital organizations are too tactical to create competiti...

    • Downloads: 197
  • For Marketing Leadership Professionals

    Report: How To Make The Most Of Google Enhanced Campaigns

    In mid-2013, Google introduced Google enhanced campaigns, an update to its AdWords system for pay-per-click ad management. This report explains what marketers should understand about Google enha...

    • Downloads: 168
  • For Marketing Leadership Professionals

    Report: Understand Operational Nuances To Achieve Success With Google Product Listing Ads

    Introduced in late 2012 as a paid model, Google's Product Listing Ads (PLAs) were readily embraced by marketers of all types. Throughout the past year, spend has increased and the number of PLA ...

    • Downloads: 127
    • Rating:
  • For Customer Insights Professionals

    Report: Quick Take: Marketo Jumps Onto The Email Marketing Bandwagon

    On October 17, marketing automation vendor Marketo introduced an email automation offering called Dialog Edition into an already saturated space. Email marketers may find value in this adjacent ...

    • Downloads: 113
  • 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: 4757
    • Rating:
  • 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: 3205
  • 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: 4011
  • 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: 3607
    • Comments: 2
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  • 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: 2759
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