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Shar VanBoskirk

Vice President, 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.

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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15 results in Reports

  • Shar VanBoskirk
  • Customer Intelligence Strategy and Process

  • For Marketing Leadership Professionals

    Report:The Best And Worst Of Paid Search In 2012

    Benchmarks: The Search Marketing Playbook

    Shar VanBoskirkFebruary 14, 2013

    Forrester applied an adjusted version of its search marketing review methodology to 300 paid search ads from the retail, travel, consumer packaged goods (CPG), media and entertainment, financial...

    • Downloads: 1117

  • For Marketing Leadership Professionals

    Report:2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing

    Melissa Parrish, Nate Elliott, Anthony Mullen, Jim Nail, Joanna O'Connell, Shar VanBoskirk, Jennifer WiseFebruary 11, 2013

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

    • Downloads: 611

  • For Marketing Leadership Professionals

    Report:The Email Marketing Scorecard

    Assessment: The Email Marketing Playbook

    Shar VanBoskirkSeptember 12, 2012

    This report for interactive marketers explains how to assess your email marketing capabilities as well as the quality of the user experience for recipients of your marketing emails. Like Forrester's...

    • Downloads: 1545

  • For Marketing Leadership Professionals

    Report:US Financial Services Lead Interactive Marketing Spending

    Shar VanBoskirkFebruary 02, 2012

    US financial services interactive marketing spend will more than double by 2016 but won't grow its investments in every channel at the same pace. This brief report breaks down the increase by channel...

    • Downloads: 552
    • Comments: 1

  • For Marketing Leadership Professionals

    Report:Better Triggers, More Relevance

    How Interactive Marketers Must Make Digital Messaging More Engaging

    Shar VanBoskirkJanuary 06, 2012

    As a marketer you want to be timely and relevant when you send a message and basic triggered messaging has addressed one side of this equation — timeliness — for many marketers. But when...

    • Downloads: 452

  • For Marketing Leadership Professionals

    Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

    Shar VanBoskirkNovember 15, 2011

    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: 1551

  • For Marketing Leadership Professionals

    Report:The New Paid Search Automation Landscape

    Shar VanBoskirkFebruary 22, 2011

    The paid search automation landscape has grown to include more vendors that provide enterprise-level bid optimization, campaign management, and reporting. And automation can help marketers control...

    • Downloads: 494
    • Rating:

  • For Marketing Leadership Professionals

    Report:Organizing For Interactive Marketing

    You Should Prepare For A Distributed Organizational Model — Here's How

    Shar VanBoskirkAugust 13, 2010

    The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall...

    • Downloads: 1249

  • For Marketing Leadership Professionals

    Report:Consumer Goods Interactive Spend Outpaces Other Industries'

    Shar VanBoskirkApril 07, 2010

    Consumer product goods (CPG) companies are expected to grow their interactive marketing spend by a 22% compound annual growth rate (CAGR) — more than any other industry. This shift occurs as...

    • Downloads: 796

  • For Marketing Leadership Professionals

    Report:Financial Services Will Lead Interactive Spend By 2014

    Shar VanBoskirkJanuary 08, 2010

    US financial services will become the largest spender in interactive marketing by 2014 as financial services firms seek lower-cost marketing options, overcome regulatory barriers, expand search...

    • Downloads: 941

  • For Marketing Leadership Professionals

    Report:Retailers Boost IM Spend To Drive Online Sales

    Shar VanBoskirkDecember 24, 2009

    Retailers today account for the largest interactive marketing (IM) spend of all industries due to their direct marketing heritage and reliance on the Web as a sales channel. We expect retail...

    • Downloads: 531

  • For Marketing Leadership Professionals

    Report:US Interactive Marketing Forecast By Industry, 2009 To 2014

    Shar VanBoskirkNovember 11, 2009

    Although interactive marketing is poised to grow at a 17% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share...

    • Downloads: 2722

  • For Marketing Leadership Professionals

    Report:US Financial Services Interactive Spend Outpaces Other Industries

    Shar VanBoskirkOctober 07, 2008

    US financial services interactive marketing spend will nearly double by 2012 as financial services firms gravitate toward more accountable channels that will improve their overall Web presence. To...

    • Downloads: 509

  • For Marketing Leadership Professionals

    Report:Retail Interactive Marketing Spend Grows Steadily

    Shar VanBoskirkAugust 01, 2008

    Retail marketers are responsible for more than one-third of all interactive marketing spend: an expected $8.2 billion by year end 2008. As veterans in the interactive space, retailers will grow IM...

    • Downloads: 642

  • For Marketing Leadership Professionals

    Report:Consumer Products IM Spend: Big, But Not Explosive

    Shar VanBoskirkMay 02, 2008

    Some of the largest advertisers in the world — consumer products firms — will at last add significant share to the interactive marketing pie: $4.5 billion by 2012. Although still less...

    • Downloads: 335
 
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