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
  • Digital Marketing
  • Consumer Electronics & Technology
  • 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: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: 1591
  • 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: 1694
  • 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: 1734
    • Comments: 1
  • For Marketing Leadership Professionals

    Report:Interactive Marketing Channels To Watch In 2010

    Display media, email, and search are still the most well-adopted interactive tactics. But this year's interactive marketing channel adoption study finds interactive marketers more willing than last...

    • Downloads: 1114
  • 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:Know Your Online Video Audience

    It's time to advertise in online video. Today's online video viewers are active broadband consumers who make valuable advertising targets. But not all online video viewers are created equal: Varied...

    • Downloads: 949
  • 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: 904
  • For Marketing Leadership Professionals

    Report:Bing: The Next Big Search Thing

    Microsoft Introduces A User-Centric Approach To Search

    Microsoft's new "decision engine," Bing, changes the search game, not by catapulting Microsoft ahead of Yahoo! and Google but by introducing a new user-centric way of finding and displaying relevant...

    • Downloads: 743
  • For Marketing Leadership Professionals

    Report:How Consumers Find Websites In 2011

    And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

    As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

    • Downloads: 857
  • For Marketing Leadership Professionals

    Report:Making The Most Of Mobile Search Marketing

    How To Decrease Waste And Improve Results From Mobile Search

    Search marketers are eager to launch mobile campaigns. But just plunking your online search strategies down in mobile won't address mobile users' needs or take advantage of mobile-specific...

    • Downloads: 839
  • For Marketing Leadership Professionals

    Report:How Europeans Search

    Many European online consumers start at search engines when doing product research, especially in the UK and Germany, and consumers across Europe exhibit a high level of trust in natural search...

    • Downloads: 533
    • Rating:
  • 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:Microsoft/Yahoo!: No Deal

    Microsoft's Withdrawal Of Premium Offer Hurts Yahoo! The Most

    Microsoft took its offer to buy Yahoo! off the table on Saturday after Yahoo! asked for $3 more per share. Forrester believes that the outcome of this three-month-long online media soap opera puts...

    • Downloads: 204
    • Comments: 1
  • For Marketing Leadership Professionals

    Report:How To Protect Your Email Data

    Data security isn't necessarily a sexy topic, but the impact of a recent data breach raised awareness within the email marketing industry, among consumers and Congress. To maintain consumer trust and...

    • Downloads: 309