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.

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  • Marketing Leadership
  • David Truog
  • For Marketing Leadership Professionals

    Report:Graduate From Email To Integrated Messaging

    Executive Overview: The Email Marketing Playbook

    The rules for how to best message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

    • Downloads: 679
  • For Marketing Leadership Professionals

    Report:Topic Overview: Interactive Marketing Maturity

    A Guide To Forrester's Resources For Maturing Your Interactive Marketing

    As an interactive marketer your role is growing more important than ever, but the resulting increased visibility brings closer scrutiny and pressure to clarify your direction, budgets, staffing, and...

    • Downloads: 228
  • For Marketing Leadership Professionals

    Blog:Get ready for the ultra-connected customer to upturn marketing in 2013

    Are you thinking hard about what you should be on the lookout for as a marketer in 2013? We think it will be a transformative year. Here’s why. The biggest change we see underway is the...

    • For Marketing Leadership Professionals

      Charts & Figures:The Email Marketing Playbook

    • For Marketing Leadership Professionals

      Report:The Path To Mobile Marketing Mastery

      Executive Overview: The Mobile Marketing Playbook

      Many marketers realize that more and more customers are mobile-dominant, but few recognize the bigger picture: the ballooning numbers of what Forrester calls always addressable customers —...

      • Downloads: 540
    • For Marketing Leadership Professionals

      Blog:Can Marketers And IT Work Together To Master The Flow Of Your Customer Data?

      Marketers, how are you getting along with IT these days? It matters more than it used to. The job your company expects you to do is more and more entwined with technology. And so are the people in...