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: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

      Report:Five Data Center And IT Infrastructure Lessons From The Cloud Giants

      Processes: The IT Infrastructure Playbook

      Amazon. Microsoft. Rackspace. The economics and efficiencies of the world's largest cloud and hosting service providers are an aspiration for some in enterprise IT — but a...

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    • 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: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

          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: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:When Too Much Control Is a Bad Thing

              I know, more control is an axiom! But the above statement is more often true. When we're talking about configuration control in the public cloud it can be especially true, as control over the...

              • 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

                  Charts & Figures:Understanding CSP Business Models

                • For Infrastructure & Operations Professionals

                  Blog:Public Clouds Prove I&O Pros Are From Venus And Developers Are From Mars

                  Forrester just published parts I & II of its market overview of the public cloud market and these reports, written primarily for the Infrastructure & Operations (I&O) professionals, reveal as much...

                  • 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:Shining The Harsh Light On Cloud Washing

                      For years I have been railing about cloud washing -- the efforts by vendors and, more recently, enterprise I&O professionals to give a cloud computing name to their business-as-usual IT services and...

                      • For Infrastructure & Operations Professionals

                        Blog:Choose A Cloud Or A Cloud Network?

                        You've heard from us for a while that your cloud, whether public or private, should not be an island. Should this be true of your public cloud provider too? A growing number of service providers...

                        • 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: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:Grading our 2013 Cloud Predictions

                              At this time 12 months ago, we released our predictions for what changes in the market would be brought about by the maturing of cloud computing. Looking back on the year, we can now see that, while...

                              • For Infrastructure & Operations Professionals

                                Charts & Figures:Within The Tiers Lie Three Core Models

                              • For Infrastructure & Operations Professionals

                                Blog:Adobe proves that the cloud is good for IT Ops

                                Adobe Systems is a pioneer and fast mover in the public cloud and in so doing is showing that there is nothing for infrastructure & operations professionals (IT Ops) to fear about this move. Instead,...

                                • For Infrastructure & Operations Professionals

                                  Blog:What the CIA Cloud Does and Doesn't Tell Us

                                  Much has been written about the US Government Central Intelligence Agency's award of its private cloud business to Amazon Web Services and the subsequent protest and government ruling on this...

                                  • 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: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:Oracle Finally Gets Serious About Cloud, But It's IaaS, Not PaaS

                                          After three days of cloudwashing, cloud-in-a-box and erector set private cloud musings at Oracle OpenWorld in San Francisco this week, CEO Larry Ellison chose day four to take the wraps off a...

                                        • 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: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:May Your Best Laid Plans Not Go To Waste Any Longer — Selling AWS Reserved Capacity Is A Killer Innovation

                                              From the company that brought shelf space retail thinking and pork belly economics to the world of Internet hosting comes yet another mechanism from another market putting them even further...