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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26 results in Reports

  • Henry Peyret
  • For Enterprise Architecture Professionals

    Report:Data Governance Equals Business Opportunity. No, Really

    Processes: The Data Management Playbook

    Forrester clients describe their data governance work as long on effort, but limited in success. Clients describe an inability to sustain data governance beyond a project, feel it is too...

    • Downloads: 564
    • Rating:
  • For Enterprise Architecture Professionals

    Report:Justify The Value Of Achieving Sustainable Business Agility

    This report outlines the business impact of Forrester's solution for enterprise architecture (EA) executives who want to enhance their current EA method to address both agility and costs at the same...

    • Downloads: 422
    • Comments: 1
    • Rating:
  • For Enterprise Architecture Professionals

    Report:Consider New Data Governance Software To Support Business-Led Efforts

    Line-of-business executives are thinking about data in new ways — it is not just something to be collected and stored, but a resource for competitive advantage. As business leaders gain a...

    • Downloads: 232
    • Rating:
  • For Enterprise Architecture Professionals

    Report:The Transformation Of Data Governance

    Changing The Business Data Landscape Requires New Governance Thinking

    Today's data governance is mainly about accuracy, compliance, security, and privacy. In this context, organizations run through a well-established repertoire of governance activities with a heavy...

    • Downloads: 599
    • Comments: 2
    • Rating:
  • For Enterprise Architecture Professionals

    Report:What EA Management Suite Vendors Are Doing Well (And What They're Not)

    What To Expect When Evaluating Offerings

    Forrester's recent evaluation of the enterprise architecture management suite (EAMS) market uncovered a wide variety of current vendor capabilities and future visions of the EAMS market. While each...

    • Downloads: 498
  • For Enterprise Architecture Professionals

    Report:Forrester's Data Governance Toolkit

    This toolkit provides a methodology to renew your data governance and adapt to data economy drivers. It also addresses the upcoming issues that IT trends like cloud, big data, and predictive...

    • Downloads: 66
    • Rating:
  • For Enterprise Architecture Professionals

    Report:Data Governance Archetypes Shape The Focus And Fate Of Your Business

    How To Succeed At Data Governance 2.0

    Data governance is one of the thorniest challenges of business technology. A clear cut, centralized approach is illusive and would not work in practice even if it were attainable. Organizations must...

    • Downloads: 230
    • Comments: 2
    • Rating:
  • For Enterprise Architecture Professionals

    Report:Align Application Rationalization Metrics To Your Objectives And Drivers

    Enterprises start application rationalization initiatives, but after the low-hanging fruit of little used business applications, they find it a struggle to progress. There are many root causes...

    • Downloads: 269
    • Rating:
  • For Enterprise Architecture Professionals

    Report:Planning Application Rationalization From Vision To Implementation

    Most firms' portfolios of business applications wouldn't qualify as "managed." New business initiatives add new applications, market or geographic expansions add more, and events like mergers and...

    • Downloads: 375
  • For Enterprise Architecture Professionals

    Report:EA Management Suite Dashboards: Samples For Application And Project Portfolio Management Roles

    An enterprise architecture (EA) tool can be a significant investment because of both the cost of the purchase or subscription and the cost of implementation. The best approach to demonstrate value is...

    • Downloads: 161
    • Rating:
  • For Enterprise Architecture Professionals

    Report:Technology Landscape: Metadata Management, Q2 2013

    The Foundation For Data Governance, Tooling, And More

    Metadata management is the foundation for data governance, management, and use. But despite this, firms have a spotty record of collecting, harmonizing, and managing the metadata inherent in their...

    • Downloads: 519
  • For Enterprise Architecture Professionals

    Report:EU Regulations And Public Opinion Shift The Scope Of Data Governance

    The European Commission is preparing an update of its Data Protection Directive, which will introduce new rights for consumers like the "right to be forgotten." This new directive is expected to be...

    • Downloads: 191
  • For Enterprise Architecture Professionals

    Report:Brief: Real World Experience With Data Governance Tools

    Evolving Needs Clash With Still-Maturing Products

    Data governance is complex and multifaceted. No single product from major vendors fully addresses every challenge — adding to the complexity of implementing a data governance strategy. On top...

    • Downloads: 108
  • For Enterprise Architecture Professionals

    Report:Refocus Application Rationalization Toward Business Service Optimization

    Right-Sized Business Services Replace One-Size-Fits-All Rationalization Objectives

    Your business model is embedded in your applications and technology. The alignment of the application portfolio with the business's strategy and operating model is a key element in business...

    • Downloads: 318
    • Rating:
  • For Enterprise Architecture Professionals

    Report:EAs: Use Social Technologies To Connect With Empowered HEROes

    A challenging trend for enterprise architecture teams is extending their influence across the enterprise, and a prerequisite for achieving this influence is a deep understanding of "what's going on...

    • Downloads: 352
  • For Enterprise Architecture Professionals

    Report:Fuse Technology, Innovation, And Business Change In Your Planning Cycle

    In most businesses today, technology has become a strong driver for innovation. The fruits of technology innovation are experienced all across the business model — from the point of customer...

    • Downloads: 555
  • For Enterprise Architecture Professionals

    Report:Barclays Bank's Consolidation Road Maps Focus On Process And Rendering

    A Profile Of One Of The Winners Of The InfoWorld/Forrester Enterprise Architecture Award

    Forrester teamed up with InfoWorld to identify five leading EA organizations using practices that yield measurable business value. In large organizations such as Barclays Bank, which spans 50...

    • Downloads: 432
  • For Enterprise Architecture Professionals

    Report:EAs: Use POST To Define Your Collaboration Strategy

    An Empowered Document: Your Collaboration Strategy Should Be People-Centric, Not Tech-Centric

    Technology is diffusing throughout your business, and traditional means of IT oversight have become less effective in this age of empowered HEROes. Enterprise architects (EAs) should use new means of...

    • Downloads: 567
  • For Enterprise Architecture Professionals

    Report:Building An IT Strategy For IT Tooling

    Apply Business Architecture Techniques To The Business Of IT

    IT's implementation of process improvement frameworks such as the IT Infrastructure Library (ITIL), project portfolio management (PPM), and the Software Engineering Institute's (SEI's) Capability...

    • Downloads: 1253
  • For Enterprise Architecture Professionals

    Report:EA Methodologies Enlarge To Address The New Business Landscape

    Digital is increasingly part of products and services offerings — provoking disruption to the old ways of doing things. Companies are facing uncertain market changes and economic conditions,...

    • Downloads: 412
  • For Enterprise Architecture Professionals

    Report:Business Service Architecture: Shaping The Services Within Your Business Model

    Business Services Unify Portfolios And Help Firms Manage Business Change

    Business capability maps are an excellent conceptual tool for planning and assessment. But your business runs on the physical implementation of people, process, information, and technology, and while...

    • Downloads: 1716
  • For Enterprise Architecture Professionals

    Report:BCEA Performance Metrics Address Broader Business Outcomes

    A good enterprise architecture (EA) methodology focuses on business outcomes. Forrester's EA method addresses both business outcomes and business agility, starting with how the business plans to how...

    • Downloads: 296
    • Rating:
  • For Enterprise Architecture Professionals

    Report:EA Management Suite Dashboards: Samples For The CIO Role

    An EA tool can be a significant investment both because of the cost of the purchase or subscription and the cost of implementation. The best approach to demonstrate value is to directly serve the...

    • Downloads: 52
  • For Enterprise Architecture Professionals

    Report:Connecting Strategy To Execution

    A Profile Of Enterprise Architecture Award Winner MasterCard And Its Business-Centered EA

    In 2013, MasterCard received one of the five InfoWorld/Forrester Enterprise Architecture Awards for its innovative approach to connecting business strategy to project execution. In a period of...

    • Downloads: 318
    • Rating:
  • For Enterprise Architecture Professionals

    Report:Sustainably Executing Application Rationalization

    Application rationalization — the program to right-size your business application portfolio for your business — tests many of the processes and practices of an IT organization. For...

    • Downloads: 304
    • Rating: