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.


Shar is a graduate of Harvard University.

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  • James Staten
  • Infrastructure & Operations
  • For Infrastructure & Operations Professionals

    Blog:What’s Your Cloud Future?

    We know that cloud services and cloud platforms are here to stay and should be considered part of your overall IT portfolio but how much of that portfolio will these services occupy in your future?...

    • For Infrastructure & Operations Professionals

      Blog:You can learn from the clouds but you can’t compete

      If you want to be the best in data center operations you are right to benchmark yourself against the cloud computing leaders – just don’t delude yourself into thinking you can match them....

      • For Infrastructure & Operations Professionals

        Blog:How to Avoid the Hidden Costs of Cloud Computing

        We all know the conventional wisdom about cloud computing: it's cheap, fast and easy. But is it really that much cheaper? Or is it simply optics that make it appear cheaper? Optics can...

        • For Infrastructure & Operations Professionals

          Blog:Has Amazon Solved Its Private Cloud Dilemma?

          Amazon Web Services (AWS) is great, but many of our enterprise clients want those cloud services and values delivered on premise, behind their firewall, which may feel more comfortable for protecting...

          • For Infrastructure & Operations Professionals

            Report:TechRadar™ For Infrastructure & Operations Professionals: Cloud Computing, Q4 2011

            Maturity, Acquisitions, And Enterprise Experience Drive Cloud Use Forward

            With interest in and priority for investment in cloud rising, concern and challenges remain regarding what is (and isn't) a cloud computing service and which options are safe, mature choices. To help...

            • Downloads: 1779
          • For Infrastructure & Operations Professionals

            Blog:Scoring Our 2011 Cloud Predictions

            Around this time last year, Forrester published its predictions for what we expected to happen in the cloud computing market in 2011. While some of those prognostications were on the mark, in general...

            • For Infrastructure & Operations Professionals

              Blog:Cloud computing and highly secure data DO mix

              Every client (especially every government client) who says I’ll never use cloud services with highly secure data needs to hear this story. In no more sensitive a place than law enforcement is...

              • For Infrastructure & Operations Professionals

                Blog:Gelsinger Brings The "H" Word To VMware

                  The long-rumored changing of the guard at VMware finally took place last week and with it came down a stubborn strategic stance that was a big client dis-satisfier. Out went the...

                • For Infrastructure & Operations Professionals

                  Blog:Top 10 Cloud Predictions For 2012: The Awkward Teenage Years Are Upon Us

                  As 2011 begins to wind down, we can look back on the progress made over the last 11 months with a lot of pride. The market stepped significantly forward with big gains in adoption by leaders...

                  • For Infrastructure & Operations Professionals

                    Blog:When Will We Have IaaS Cloud Standards? Not Till 2015

                      Guest post from I&O Researcher Lauren E. Nelson If you’re sitting on the sidelines waiting for IaaS to become more standardized, stop it. You’ll be waiting there till 2015, while...

                    • For Infrastructure & Operations Professionals

                      Blog:Citrix Breaks Away From OpenStack

                      Today's move by Citrix to put its CloudStack IaaS solution into the Apache Foundation says more about the state of the cloud market than it does about OpenStack. As our Fall 2011 Forrsights...

                      • For Infrastructure & Operations Professionals

                        Blog:Forrester Wave: Public Cloud Platforms -- The Winner Is…

                        …not that simple and therefore not always Amazon Web Services. First off, we didn’t take what might be construed as the typical approach, which would be to look either at...

                        • For Infrastructure & Operations Professionals

                          Blog:The VMware Community Has the Innovator’s Dilemma

                            This week at the VMware Partner Exchange, CEO Pat Gelsinger and his executive staff decided to demonize Amazon Web Services and their public cloud brethren in a very short sighted defensive...

                          • For Infrastructure & Operations Professionals

                            Blog:Are You Like Oracle When It Comes to the Cloud?

                            Oracle makes itself an easy target for the ire of the cloud community when it makes dumb, cloudwashed announcements like last week's supposed IaaS offering. But then again, Oracle is just doing...

                            • For Infrastructure & Operations Professionals

                              Blog:2012 Cloud Predictions – Winners & Losers

                              The year 2012 brought a significant amount of growth in enterprise use of cloud services but did it fulfill our expectations? With just five weeks left in the year, it’s time to reflect on our...

                              • For Infrastructure & Operations Professionals

                                Blog:OpenStack Goes Grizzly, Azure IaaS Goes Live. No Big Deal. Good

                                  The OpenStack Foundation and Microsoft have released major updates to their cloud platforms and frankly there’s nothing really new or exciting here – which is a good thing. Sure,...

                                • For Infrastructure & Operations Professionals

                                  Blog:Are cloud platforms saying goodbye to the hypervisor?

                                  OpenStack, CloudStack, Dell, IBM SoftLayerand othersare pushing a new agenda in cloud computing, one that eschews the hypervisor. Is this the future of cloud platforms or just another feature? So...

                                  • For Infrastructure & Operations Professionals

                                    Report:Market Overview: Public IaaS Clouds, Q4 2011, Part 3

                                    Cloud Platforms: Foundational Systems Could Strengthen Your Preferred Service Providers

                                    A growing number of public infrastructure-as-a-service (IaaS) clouds are coming to market that share the same underlying capabilities, technologies, and interfaces. Rather than build their clouds...

                                    • Downloads: 1018
                                  • For Infrastructure & Operations Professionals

                                    Charts & Figures:The Typical CSP's Cloud Journey

                                  • For Infrastructure & Operations Professionals

                                    Report:What The Evolution Of Cloud Storage Means For I&O

                                    Over the last few years, the capabilities and reach of cloud storage services have evolved rapidly, with many organizations expressing interest in storage-as-a-service. With or without the support of...

                                    • Downloads: 399
                                  • For Infrastructure & Operations Professionals

                                    Blog:Top 10 Cloud Challenges Facing Media & Entertainment

                                      With video rapidly becoming the dominant content type on enterprise networks the issues being faced in the media market foreshadow the coming challenges for the rest of the market. And use of...

                                    • For Infrastructure & Operations Professionals

                                      Report:Market Overview: Public IaaS Clouds, Q4 2011, Part 1

                                      How To Sift Through The Cloud Washing And Uncover True Value

                                      While cloud computing is still in the early adopter phase, you're under executive pressure to develop a cloud strategy. And it's up to you to sort through the cloud washing and not only understand...

                                      • Downloads: 1339
                                    • For Infrastructure & Operations Professionals

                                      Blog:The State Of The Cloud Market — SVForum

                                      Curious about where we are in the development of the cloud computing market? Here is my opening keynote from the 2012 SV Forum in Santa Clara, CA....

                                      • For Infrastructure & Operations Professionals

                                        Report:Understand The Cloud Service Provider Market Landscape

                                        Landscape: The Cloud Computing Playbook

                                        With cloud computing services now formal members of the technology management portfolio, the challenge shifts from understanding cloud to selecting the right partners. Most hosting companies, managed...

                                        • Downloads: 600
                                      • For Infrastructure & Operations Professionals

                                        Blog:OpenStack: Time To Capitalize On The Momentum

                                        In the IaaS market the open source torch has officially been passed from Eucalyptus to OpenStack, a community effort that is showing strong momentum in both vendor participation and end user...