Forrester Research : Analyst

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Shar VanBoskirk

Vice President, Principal Analyst serving Marketing Leadership PROFESSIONALS

Blog: Marketing Leadership Blog

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.

Research Coverage:

Accenture, Apple, Email Marketing & RSS, Emerging Media, Emerging Methods, Google, Interactive Marketing Strategy and Process, Marketing Organizational Structure, Mobile Advertising, Mobile Marketing, Online Advertising, Search Marketing

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Client Inquiries
Shar VanBoskirk

For Marketing Leadership Professionals
Client Inquiry:Email Marketing
Shar VanBoskirkDecember 19, 2011
What are the effects of different types of content on email campaigns, particularly video and social media, and what is the effect of personalization on email campaigns? Namely, what is the ROI and...
For Marketing Leadership Professionals
Client Inquiry:Privacy And Email Marketing
Shar VanBoskirkApril 14, 2011
Can abandoned cart emails be sent to consumers who have opted out from email marketing? Are abandoned cart emails considered marketing messages (under CAN-SPAM) or customer service messages? Our...
For Marketing Leadership Professionals
Client Inquiry:Paid Search For Finding Websites
Shar VanBoskirkFebruary 23, 2011
The folks who run our paid search budget would like to better understand the role of paid search and discuss the reasons for its significant year-over-year (YOY) drop as a source for finding sites....
For Marketing Leadership Professionals
Client Inquiry:What Resources Are Available For Electronic Email Messaging?
Shar VanBoskirkJanuary 24, 2011
Can you direct me to any resources around electronic email messaging? We have several different email aliases: me, company global marketing, and then each of my managers. Should all marketing...
For Marketing Leadership Professionals
Client Inquiry:Email Trends: Shift In Email Usage
Shar VanBoskirkOctober 29, 2010
1) We are investigating changes in email usage and need help finding out shifting trends. Now that there are more ways to email via the mobile and via social networks, has there been a shift in the...
For Marketing Leadership Professionals
Client Inquiry:Choosing A Search Marketing Partner
Shar VanBoskirkOctober 22, 2010
We have done some optimization using our own resources with guidance from a small firm but are looking to put together a larger effort to improve our natural search results. Could you update us on...
For Marketing Leadership Professionals
Client Inquiry:Google SEO
Shar VanBoskirkOctober 17, 2010
What are all of the known elements that go into Google's results ranking beyond the basic keyword-embedding and purchasing a spot at the top of the results list? The root of this question comes from...
For Marketing Leadership Professionals
Client Inquiry:Team And Organizational Structures
Shar VanBoskirkOctober 07, 2010
We would like to discuss team/organizational structures from an interactive marketing perspective.
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For Marketing Leadership Professionals
Client Inquiry:Email Channel Management
Shar VanBoskirkOctober 06, 2010
What are best practices for managing the email communication channel? I am specifically interested in the number of subdomains that should be used to optimize the customer experience and the...
For Marketing Leadership Professionals
Client Inquiry:US Interactive Marketing Forecast
Shar VanBoskirkOctober 06, 2010
With reference to Forrester's November 11, 2009, "US Interactive Marketing Forecast By Industry, 2009 To 2014" report, has this model or forecast been updated? What is the detailed definition of...
For Marketing Leadership Professionals
Client Inquiry:Search Optimization
Shar VanBoskirkSeptember 29, 2010
I am interested in search optimization, specifically long-tail search (finding the data that supports a term that is under-optimized but has a big impact, not a ton of traffic on a few sites)....
For Marketing Leadership Professionals
Client Inquiry:Search Ads
Shar VanBoskirkSeptember 23, 2010
We are looking at our national ad campaign — online and mobile ads — and would like some research behind what makes people click on ads.

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Shar VanBoskirk

Vice President, Principal Analyst serving Marketing Leadership PROFESSIONALS

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For Marketing Leadership Professionals

Client Inquiry:Email Marketing

For Marketing Leadership Professionals

Client Inquiry:Privacy And Email Marketing

For Marketing Leadership Professionals

Client Inquiry:Paid Search For Finding Websites

For Marketing Leadership Professionals

Client Inquiry:What Resources Are Available For Electronic Email Messaging?

For Marketing Leadership Professionals

Client Inquiry:Email Trends: Shift In Email Usage

For Marketing Leadership Professionals

Client Inquiry:Choosing A Search Marketing Partner

For Marketing Leadership Professionals

Client Inquiry:Google SEO

For Marketing Leadership Professionals

Client Inquiry:Team And Organizational Structures

For Marketing Leadership Professionals

Client Inquiry:Email Channel Management

For Marketing Leadership Professionals

Client Inquiry:US Interactive Marketing Forecast

For Marketing Leadership Professionals

Client Inquiry:Search Optimization

For Marketing Leadership Professionals

Client Inquiry:Search Ads

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