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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12 results in Reports

  • Shar VanBoskirk
  • Past 12 months
  • For eBusiness & Channel Strategy Professionals

    Report:Build A Digitally Savvy Organization

    Organization: The Digital Business Transformation Playbook

    To survive the destructive forces of digital disruption, eBusiness leaders must drive digital business transformation. Yet most current digital organizations are too tactical to create competitive...

    • Downloads: 372
  • For Marketing Leadership Professionals

    Report:Interactive Channels To Watch In 2014

    This report is the latest installment in an annual series on how marketing leaders leverage interactive channels. Email marketing and display advertising still top marketer's lists, but mobile and...

    • Downloads: 292
  • For Marketing Leadership Professionals

    Report:The Best And Worst Of Email Marketing, 2014

    Benchmarks: The Email Marketing Playbook

    This report helps marketing leaders benchmark their email marketing campaigns against 98 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial services,...

    • Downloads: 266
  • For Marketing Leadership Professionals

    Report:How To Make The Most Of Google Enhanced Campaigns

    In mid-2013, Google introduced Google enhanced campaigns, an update to its AdWords system for pay-per-click ad management. This report explains what marketers should understand about Google enhanced...

    • Downloads: 202
  • For Marketing Leadership Professionals

    Report:Brief: Email Marketing Gets Responsive

    Mobile access to email is exploding, forcing marketers to develop a strategy for creating mobile-friendly email messages. This report recommends strategies for how to improve the performance of email...

    • Downloads: 213
  • For CMO Professionals

    Report:Brief: Business Models Determine Agency Strengths

    Not All Agencies Are Built On The Same Financial Foundation

    Recently, Forrester defined a new agency landscape, defined by the primary strategic objectives of marketers. The agency models we introduced — Innovator, Integrator, and Implementer —...

    • Downloads: 166
  • For Customer Insights Professionals

    Report:Quick Take: Marketo Jumps Onto The Email Marketing Bandwagon

    Dialog Edition Heralds New Market Dynamics, But Not A Competitive Threat

    On October 17, marketing automation vendor Marketo introduced an email automation offering called Dialog Edition into an already saturated space. Email marketers may find value in this adjacent...

    • Downloads: 130
  • For Marketing Leadership Professionals

    Report:Case Study: SunGard Boosts Lead Quality And Deal Size With Improved Email Marketing

    Global technology services giant SunGard Availability Services revamped its email program as part of a larger project to improve the firm's demand generation productivity. It aligned marketing goals...

    • Downloads: 157
  • For Marketing Leadership Professionals

    Report:Organize To Support Integrated Messaging

    Organization: The Email Marketing Playbook

    The future of email is integration with other marketing channels. But most email organizations today are too small and too operationally focused to be prepared for customer-focused integrated...

    • Downloads: 133
  • For Marketing Leadership Professionals

    Report:Understand Operational Nuances To Achieve Success With Google Product Listing Ads

    Introduced in late 2012 as a paid model, Google's Product Listing Ads (PLAs) were readily embraced by marketers of all types. Throughout the past year, spend has increased and the number of PLA...

    • Downloads: 156
  • For Marketing Leadership Professionals

    Report:The Forrester Wave™: Email Marketing Vendors, Q3 2014

    An Evaluation Of Nine Enterprise-Class Email Vendors

    In Forrester's 34-criteria evaluation of email marketing vendors, we identified the nine most significant providers — Acxiom, Epsilon, Experian Marketing Services, Oracle Responsys, Salesforce...

    • Downloads: 125
  • For Marketing Leadership Professionals

    Report:Brief: Don't Worry About Encrypted Search

    Multiple Data Sources Can Help You Pivot To Discovery Marketing

    In September 2013, Google confirmed that it had restricted access to all organic search activity. Several months later, in April 2014, the company had also blocked paid search query data. No doubt...

    • Downloads: 69