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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126 results in Reports

  • Shar VanBoskirk
  • For Marketing Leadership Professionals

    Report:US Interactive Marketing Forecast, 2009 To 2014

    Spend Will Reach Nearly $55 Billion As Interactive Cannibalizes Traditional Media

    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 advertising,...

    • Downloads: 4774
  • For Marketing Leadership Professionals

    Report:US Interactive Marketing Forecast, 2007 To 2012

    Expect $61 Billion By 2012 As Marketers Distribute Spend Across Channels

    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: 3217
  • 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: 4013
  • For Marketing Leadership Professionals

    Report:US Interactive Marketing Forecast, 2011 To 2016

    Spend Will Near $77 Billion As Interactive Gains Legitimacy In The Mix

    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: 3663
  • 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 share...

    • Downloads: 2767
  • For Marketing Leadership Professionals

    Report:The Future Of Interactive Marketing

    How Embracing CORE Directives Will Help You Foster Adaptability

    Interactivity is changing life as we know it, a scope too big for most firms' siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower...

    • Downloads: 2229
  • For Marketing Leadership Professionals

    Report:Interactive Marketing Channels To Watch, 2008

    Better Goals Will Unlock New Channel Adoption

    Consistent with past studies, email, search, and display media are still the most heavily penetrated interactive channels; this year, they reach near ubiquitous adoption. Online video and most social...

    • Downloads: 1697
  • For Marketing Leadership Professionals

    Report:The Splinternet

    Preparing For An Internet Fragmented By Devices And Passwords

    The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs...

    • Downloads: 1867
  • For Marketing Leadership Professionals

    Report:The Email Marketing Scorecard

    Assessment: The Email Marketing Playbook

    This report for interactive marketers explains how to assess your email marketing capabilities as well as the quality of the user experience for recipients of your marketing emails. Like Forrester's...

    • Downloads: 1909
  • For Marketing Leadership Professionals

    Report:The Interactive Marketing Maturity Model

    Forrester's Framework Benchmarks Interactive Capabilities And Provides A Road Map For Progress

    Marketers are far from mastering the performance and integration of interactive channels. To mature, they should use Forrester's interactive marketing maturity model to classify their firms into one...

    • Downloads: 1532
  • For Marketing Leadership Professionals

    Report:Getting More Out Of Online Ads

    What Beyond Ad Format Will Improve Display Media Performance

    Many marketers believe that ad format determines campaign performance. While ad format does influence campaign results, it is not the only factor that does so. Forrester advises that marketers use...

    • Downloads: 1597
  • For Marketing Leadership Professionals

    Report:The Forrester Wave™: Email Marketing Vendors, Q1 2012

    Responsys, ExactTarget, And Experian CheetahMail Lead The Market

    In Forrester's 37-criteria evaluation of email marketing vendors, we identified the six significant providers in this category — Epsilon, ExactTarget, Experian CheetahMail, Responsys,...

    • Downloads: 1860
  • For Marketing Leadership Professionals

    Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

    Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend the...

    • Downloads: 1725
  • For Marketing Leadership Professionals

    Report:The Forrester Wave™: US Search Marketing Agencies, Q1 2011

    iCrossing Takes Top Honors, With 360i And Impaqt Close Behind

    Forrester's 60-criteria evaluation of search marketing vendors scores iCrossing the best because of its forecast-based approach to campaign planning, qualitative and quantitative research skills,...

    • Downloads: 1406
  • For Marketing Leadership Professionals

    Report:The Future Of Search Marketing

    And What You Should Do About It

    Search marketing faces a number of changes that will force interactive marketers to think more like business planners than like channel managers. While we expect the future of search to extend...

    • Downloads: 1743
  • For Marketing Leadership Professionals

    Report:The Forrester Wave™: US Search Marketing Agencies, Q1 2009

    iProspect, iCrossing, And 360i Emerge As Leaders

    Forrester's evaluation of search marketing agencies against 72 criteria finds this market more mature than during our 2006 Wave. iProspect leads the study again, this time because of its strategy and...

    • Downloads: 1469
  • For Marketing Leadership Professionals

    Report:Get Serious With Search Marketing

    How to Move Past Current Search Marketing Attitudes And Behaviors

    Search is well-adopted as a marketing medium — 85% of marketers are using, piloting, or planning to pilot search marketing programs this year. Yet most search marketing programs are tiny, and...

    • Downloads: 1606
  • For Marketing Leadership Professionals

    Report:Compare Your Campaigns To 70 Others

    This report helps interactive marketers benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed, from the consumer goods, retail, travel, financial services,...

    • Downloads: 1738
  • For Marketing Leadership Professionals

    Report:Interactive Marketing Channels To Watch In 2009

    The Recession Inhibits Firms From Trialing Emerging Channels

    Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead,...

    • Downloads: 1393
  • For Marketing Leadership Professionals

    Report:Search Engine Optimization Starts With Good Site Design

    Optimizing a site for good rankings within natural search engine results need not disrupt the user experience of the site. In fact, the fundamentals of Scenario Design correspond well to the elements...

    • Downloads: 1510
  • For Marketing Leadership Professionals

    Report:The Search Marketing Review

    Introducing Forrester's Methodology For Evaluating And Improving Your Search Marketing Efforts

    To move their search marketing programs beyond the basics, marketers must create search experiences that answer users' search needs rather than just promote Web sites. At the same time, they must...

    • Downloads: 1391
  • For Marketing Leadership Professionals

    Report:Midyear Planning: Predictions For 2011

    Marketers Move Toward Multichannel Planning And Execution

    Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect...

    • Downloads: 1328
  • For Marketing Leadership Professionals

    Report:The Best And Worst Of Paid Search In 2012

    Benchmarks: The Search Marketing Playbook

    Forrester applied an adjusted version of its search marketing review methodology to 300 paid search ads from the retail, travel, consumer packaged goods (CPG), media and entertainment, financial...

    • Downloads: 1313
  • For Marketing Leadership Professionals

    Report:Organizing For Interactive Marketing

    You Should Prepare For A Distributed Organizational Model — Here's How

    The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall...

    • Downloads: 1317
  • For CMO Professionals

    Report:How To Organize For The Digital Future

    Assign An Owner To Digital Strategy, Governance, And Execution

    To survive the destructive forces of digital disruption, firms must use eBusiness and interactive marketing capabilities to become customer obsessed. Yet most current digital organizations are too...

    • Downloads: 1196