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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15 results in Reports

  • Shar VanBoskirk
  • Customer Experience Management
  • For Marketing Leadership Professionals

    Report:Evaluate Your Discovery Marketing Programs

    Assessment: The Search Marketing Playbook

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 233
  • For Marketing Leadership Professionals

    Report:The Search Marketing Operations Scorecard

    Processes: The Search Marketing Playbook

    Search marketers looking to evolve current efforts into cross-channel discovery marketing programs will find they can't do so without setting up a solid operational foundation that includes...

    • Downloads: 688
    • Rating:
  • 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: 1853
  • For Marketing Leadership Professionals

    Report:Case Study: Avis Uses Personas To Drive SEO

    We spoke with John Peebles, vice president of online marketing at Avis Budget Group, about a site redesign project he and his team undertook to improve the search engine optimization (SEO) results...

    • Downloads: 631
  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2010

    Trends To Consider For Your 2011 Strategy

    Natural search results are still the most commonly used resource to navigate to websites. Although, compared with past studies, advertising has declined in popularity and social media gained ground,...

    • Downloads: 903
  • For Marketing Leadership Professionals

    Report:Forrester's Email Marketing Review Scorecard

    Forrester updated its Email Marketing Review (EMR) methodology to reflect interactive media changes that affect email marketing efficiency and relevance. As with our past email review methodologies,...

    • Downloads: 31
  • 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: 1848
    • Rating:
  • For Marketing Leadership Professionals

    Report:Financial Services Will Lead Interactive Spend By 2014

    US financial services will become the largest spender in interactive marketing by 2014 as financial services firms seek lower-cost marketing options, overcome regulatory barriers, expand search...

    • Downloads: 960
  • For Marketing Leadership Professionals

    Report:Case Study: Epicor Software Uses Personas To Boost B2B Search Marketing Results

    During the past two years, Epicor Software built a paid search marketing program that today provides a good model for B2B marketers initiating search marketing or those looking to better use search...

    • Downloads: 471
  • 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: 1693
  • For Marketing Leadership Professionals

    Report:Benchmark 2008: Gen Y Comes Of Age

    North American Consumer Technographics

    As early adopters of emerging media, Gen Yers have foretold interactive marketers' next priorities over the past few years. But they are more than just bellwethers of change. As consumers ages 18 to...

    • Downloads: 973
  • For Marketing Leadership Professionals

    Report:Microsoft Woos Yahoo! For Media Dominance

    by Shar VanBoskirk and Charlene Li

    Microsoft announced an unsolicited bid to buy Yahoo! for $44.6 billion, a deal that, if consummated, would create a media conglomerate second only to Google in the online space. Forrester believes...

    • Downloads: 290
  • 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: 1498
  • For Marketing Leadership Professionals

    Report:Email Can Start Your Social Computing Engine

    Marketers hesitant to trial emerging channels but eager to stay on top of customers' changing technology and media habits will find email marketing a viable entrée into the Social Computing...

    • Downloads: 272
  • For Marketing Leadership Professionals

    Report:Forrester's Email Marketing Review Scorecard Version 3.0

    Successful email marketing programs master the ¿human¿ elements of a conversation, such as tone, frequency of communication, and valuable information. Forrester¿s updated email marketing review...

    • Downloads: 2