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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    • For Marketing Leadership Professionals

      Blog:TNS Media Intelligence acquires Cymfony

      The news is out - TNS has acquired Cymfony.  The new operating unit will be called TNS Media Intelligence/Cymfony. I'm not surprised - in my opinion, this was inevitable.  In the Forrester...

      • For Marketing Leadership Professionals

        Blog:Boston's Recent Marketing Prank Turned Terrorist Scare

        No doubt many of you are already well aware of the ad-campaign-turned-terrorist-scare that rocked us in the city of Boston on January 30.  I'm a little behind the 8-ball in writing up my...

        • For Sourcing & Vendor Management Professionals

          Report:Offshore Agile Comes Of Age

          You Can Access Agile Resources In A Geographically Distributed Model — But Be Ready To Ask Providers New Questions

          Getting software products and services to market quickly, with the highest levels of quality, is a major business requirement in the age of the customer. Over the past few years, Forrester has seen...

          • Downloads: 267
        • For Enterprise Architecture Professionals

          Charts & Figures:Selected Untamed Processes By DCM Categories

        • For Marketing Leadership Professionals

          Blog:Super Bust XLI

          Outside of Indianapolis and Chicago (maybe Tennessee and Louisiana, too), most of the U.S. will have forgotten who won Super Bowl XLI by Monday evening.  Nationwide, most of the ads were...

          • For Sourcing & Vendor Management Professionals

            Blog:Great Customer Experience Is Tied To Great Sourcing Practices

            My recent report, “Driving Toward Communications Sourcing Excellence,” looks behind the scenes to find out why Formula One (F1) sourcing professionals enjoy such a great customer...

            • For Enterprise Architecture Professionals

              Charts & Figures:Selected Untamed Processes By DCM Categories

            • For eBusiness & Channel Strategy Professionals

              Blog:New “State Of Retailing Online” Doc To Be Released On Shop.org Next Week

              The findings from part two of Forrester’s annual survey conducted in conjunction with Shop.org will be available on the Shop.org site next week.  This installment of the "State Of...

              • For Application Development & Delivery Professionals

                Blog:Policy-based SOA Will Enable Increased Business Value And Agility

                One of my favorite Forrester survey statistics to quote about SOA is the proportion of service-oriented architecture (SOA) users that see how important SOA can be for changing their business. In our...

                • For Sourcing & Vendor Management Professionals

                  Report:Getting The Most Out Of Your Midsized Offshore Supplier

                  A Survey Of Select Client References Reveals Key Governance Imperatives To Optimize Your Engagements With Smaller Providers

                  Forrester's earlier report, "The Changing Value Proposition For Midsized Outsourcers" establishes how midsized outsourcing vendors may become increasingly relevant in a marketplace where clients...

                  • Downloads: 132
                • For Marketing Leadership Professionals

                  Blog:Why and where we blog

                  I stumbled across a new Forrester blog recently and thought you might be interested in hearing about where other Forrester analysts are blogging: New media and marketing: Charlene Li Social...

                  • For eBusiness & Channel Strategy Professionals

                    Report:Why Health Plan Consumer Portals Need A Makeover

                    A Call For eBusiness Professionals To Respond To Industry Transformation

                    The needs of online healthcare consumers are evolving, and many of the tools that plans make available to them aren't keeping up. The good news is that consumer-directed health plan (CDHP) members...

                    • Downloads: 559
                  • For Chief Information Officer Professionals

                    Blog:Double Down On Data: Who Ya Gonna Call?

                    An explosion of data is revolutionizing business practices. The availability of new data sources and delivery models provides unprecedented insights into customer and partner behavior and enables...

                    • For Enterprise Architecture Professionals

                      Charts & Figures:DCM Can Link Strategic Goals To Process Goals

                    • For Vendor Strategy Professionals

                      Blog:Mobility Momentum Intensifies Among Small And Medium-Size Businesses

                      The mobility priorities of small and medium-size businesses (SMBs) are increasingly similar to those of enterprise organizations. Results from Forrester’s survey of IT decision-makers in SMB...

                      • For Application Development & Delivery Professionals

                        Blog:The Multichannel Organization Revisited

                        In 2006, Forrester found that organizational structure, internal enterprise goal systems, and most urgent business requirements were key obstacles on many firms’ journey toward broad...

                        • For Enterprise Architecture Professionals

                          Blog:Best Practices To Avoid Marginalization

                          Architecture teams often spend a significant amount of their time working with or consulting for IT project teams. This is a recognized best practice for ensuring that project teams execute in line...

                          • For Sourcing & Vendor Management Professionals

                            Report:Best Practices For Continuous Improvement In Outsourcing

                            Continuous Improvement: The Services Sourcing Playbook

                            Many outsourcing relationships don't evolve much because they are lacking continuous improvement (CI), one of the important elements in outsourcing contracts. IT organizations want to keep their...

                            • Downloads: 334
                          • For Marketing Leadership Professionals

                            Blog:Google's Interest in Adscape Brings Credibility To Game Marketing

                            There has been a lot of buzz this week about Google buying Adscape Media, a San Francisco-based company specializing in in-game ad placements. I've been bullish about games as an advertising medium...

                            • For CMO Professionals

                              Report:Demystifying The WOM Consumer

                              An In-Depth Look At Those Who Give And Receive Product Advice

                              Word-of-mouth (WOM) consumers represent a valuable audience for marketers. Although difficult to win over at first, two-thirds of WOM consumers display lasting brand loyalty. Marketers can win over...

                              • Downloads: 1108
                            • For CIO Professionals

                              Survey:Forrsights Budgets And Priorities Tracker Survey, Q4 2011

                              Forrester's Forrsights Budgets And Priorities Tracker Survey, Q4 2011 was fielded to 3,752 IT executives and technology decision-makers located in Australia, Brazil, Canada, China, France, Germany,...

                              • For Chief Information Officer Professionals

                                Blog:How InterContinental Hotels Group (IHG) Makes Mobile Guest Moments Great

                                IHG, owner of InterContinental Hotels Group, wants to fully inhabit the mobile moments of its hotel guests in their journey from booking to arriving to staying to departing. Bill Keen is the Director...

                                • For Enterprise Architecture Professionals

                                  Charts & Figures:DCM Is Needed To Tame Most Untamed Processes

                                • For Customer Experience Professionals

                                  Blog:How Good Is The Brand Experience At Hotel Sites? Not Very

                                  As part of Forrester’s ongoing initiative to provide annual industry benchmarks of online customer experiences, we recently evaluated the Brand Experience of four hotel brands’ Web sites...

                                  • For Application Development & Delivery Professionals

                                    Blog:Choosing The Right Metrics For Your Customer Service Operations

                                    Measuring the success of your customer service by using a single metric is impossible. It’s like flying a plane by just looking at your speed without taking the altitude into account. You need...

                                    • For eBusiness & Channel Strategy Professionals

                                      Charts & Figures:What Kind Of Digital Company Are You?