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Shar VanBoskirk

Vice President, 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.

Research Coverage:

Accenture, Apple, Email Marketing & RSS, Emerging Media, Emerging Methods, Google, Interactive Marketing Strategy and Process, Marketing Organizational Structure, Mobile Advertising, Mobile Marketing, Online Advertising, Search Marketing

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12 results in Everything

  • Past 6 months
  • Marketing Automation

  • For Application Development & Delivery Professionals

    Report:Choose Digital Experience Tools To Engage With Customers In A Cross-Channel World

    Tools And Technology: The Digital Experience Delivery Playbook

    David AponovichFebruary 12, 2013

    Systems that support digital experiences present challenges to tech buyers, who are discovering a vast and immature market. Application development and delivery (AD&D) professionals face a...

    • Downloads: 596
    • Rating:

  • For Application Development & Delivery Professionals

    Report:Quantify The Business Value Of CRM

    Business Case: The CRM Playbook

    William BandMay 2, 2013

    Customer relationship management (CRM) initiatives must not only be technically sound but must answer the question, "What will we get for our money?" Application development and delivery (AD&D) pros...

    • Downloads: 212
    • Rating:

  • For Customer Insights Professionals

    Report:Take A Startup Approach To Develop Customer Relationships

    Organization: The Cross-Channel Campaign Management Playbook

    Robert BrosnanMarch 19, 2013

    Customers, empowered by always connected digital devices, can engage with brands at any time, from any place, and at any point within the customer life cycle. To respond with relevance in real time,...

    • Downloads: 476

  • Charts & Figures:Marketing Automation Business Can Be Found In Europe

    Local Vendors Continue To Innovate

    Peter O'NeillMarch 11, 2013

  • For Customer Insights Professionals

    Report:CI Professionals: Plan For The Future Of Cross-Channel Marketing

    James McCormickApril 26, 2013

    The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But...

    • Downloads: 900
    • Rating:

  • For Sales Enablement Professionals

    Report:The New Physics Of Lead-To-Revenue Management

    Vision: The Lead-To-Revenue Playbook

    Lori WizdoMarch 28, 2013

    The need to calibrate marketing spend to revenue generation was the seminal driver of lead-to-revenue management (L2RM). But savvy B2B marketing leaders are going beyond revenue performance...

    • Downloads: 245
    • Rating:

  • For Sales Enablement Professionals

    Report:European B2B Marketers Will Invest In Automation In 2013

    Local Vendors Continue To Innovate

    Peter O'NeillMarch 11, 2013

    Wake up, marketing automation vendors: The European market is getting hot! Forrester's Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey shows us that the rate of investment is...

    • Downloads: 127
    • Rating:

  • For Marketing Leadership Professionals

    Report:The SMART Tech Selection Guide For Community Marketers

    Tools And Technology: The B2B Online Community Playbook

    Kim CelestreFebruary 15, 2013

    Many IT managers tell us that marketers seem quick to jump to technology selection without first articulating the business reason for or the organizational impact of those choices. On the other hand,...

    • Downloads: 61

  • For Marketing Leadership Professionals

    Report:The Four Social Marketing Tools You Need

    Tools And Technology: The Social Marketing Playbook

    Nate Elliott, Zach Hofer-ShallFebruary 25, 2013

    Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

    • Downloads: 644

  • For CMO Professionals

    Report:2013 B2B CMO Imperatives

    Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

    Sheryl PattekJanuary 15, 2013

    Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

    • Downloads: 659
    • Rating:

  • For Marketing Leadership Professionals

    Report:Boost Marketing Returns With Model-Driven Insights

    Tools And Technology: The Marketing Mix Optimization Playbook

    Michael Glantz, Luca S. PaderniDecember 27, 2012

    Marketing mix modeling is undergoing a transformation as marketers increasingly demand that vendors provide solutions that can be updated frequently, easily aggregate data streams, provide...

    • Downloads: 306

  • For Customer Insights Professionals

    Report:The Online Marketing Suite Evolves

    James McCormickMarch 15, 2013

    In the age of the customer, the requirements for the online marketing suite have evolved and become even more acute. Customer expectations are greater than ever, and business demands more marketing...

    • Downloads: 290
    • Rating:

  • For Sourcing & Vendor Management Professionals

    Report:A New Path For IT SVM: Bridge The Marketing-Technology Sourcing Gap

    Chris AndrewsMay 23, 2013

    Your company's core relationship with its customers is being transformed by technology. In the "age of the customer," organizations that harness digital technologies to understand and engage with...

    • Downloads: 60
 
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