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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18 results in Reports

  • Shar VanBoskirk
  • eCommerce
  • 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: 148
  • 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: 197
  • 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: 127
    • Rating:
  • 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: 139
    • Rating:
  • For CMO Professionals

    Report:How To Organize For The Digital Future

    Assign An Owner To Digital Strategy, Governance, And Execution

    To survive the destructive forces of digital disruption, firms must use eBusiness and interactive marketing capabilities to become customer obsessed. Yet most current digital organizations are too...

    • Downloads: 1094
    • Rating:
  • For Marketing Leadership Professionals

    Report:How US Marketers Use Email

    Forrester periodically surveys marketers to get a pulse on how they employ the most veteran of tools in their interactive toolkits — email. We've found that more business-to-consumer (B2C) than...

    • Downloads: 1009
  • For Marketing Leadership Professionals

    Report:Why Care About Combination Clickers

    The Most Valuable Searchers Click On Both Paid And Natural Listings

    Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and...

    • Downloads: 328
    • Rating:
  • For Marketing Leadership Professionals

    Report:Mobile Marketing — A Forrester Compilation

    More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

    • Downloads: 353
    • Rating:
  • For Marketing Leadership Professionals

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

    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: 1692
  • For Marketing Leadership Professionals

    Report:How B2B Firms Can Improve Their Email Marketing

    B2B email marketing programs still trail B2C programs in terms of their customer centricity, in part because of the complexity of business products, the poor alignment of marketing and sales, and...

    • Downloads: 610
  • For Marketing Leadership Professionals

    Report:Making The Most Of Mobile Search Marketing

    How To Decrease Waste And Improve Results From Mobile Search

    Search marketers are eager to launch mobile campaigns. But just plunking your online search strategies down in mobile won't address mobile users' needs or take advantage of mobile-specific...

    • Downloads: 839
  • For Marketing Leadership Professionals

    Report:Reaching Your Most Valuable Email Customers

    Influencers' Attitudes Toward Email Marketing

    A core group of consumers who value email and are also go-tos within their communities for product recommendations — a group Forrester calls promotion influencers — are email marketers'...

    • Downloads: 758
  • For Marketing Leadership Professionals

    Report:How Europeans Search

    Many European online consumers start at search engines when doing product research, especially in the UK and Germany, and consumers across Europe exhibit a high level of trust in natural search...

    • Downloads: 533
    • Rating:
  • For Marketing Leadership Professionals

    Report:US Financial Services Interactive Spend Outpaces Other Industries

    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: 514
  • For Marketing Leadership Professionals

    Report:Case Study: Epicor Software Uses Personas To Boost B2B Search Marketing Results

    During the past two years, Epicor Software built a paid search marketing program that today provides a good model for B2B marketers initiating search marketing or those looking to better use search...

    • Downloads: 471
  • For Marketing Leadership Professionals

    Report:Retail Interactive Marketing Spend Grows Steadily

    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: 653
  • For Marketing Leadership Professionals

    Report:High-Tech And Manufacturing Marketers Ramp Up Interactive Marketing Spend

    Forrester projects that as high-tech and manufacturing marketers shift spending online, their interactive marketing spend will grow at a compound annual growth rate (CAGR) of 37% to 1.6 billion by...

    • Downloads: 414
  • For Marketing Leadership Professionals

    Report:Topic Overview: Interactive Marketing

    Interactive marketing tactics are crucial for marketers who seek new ways to create relevant and engaging customer communications. Forrester's interactive marketing research studies current and...

    • Downloads: 4011