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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4 results in Reports

  • Shar VanBoskirk
  • Marketing Measurement
  • Consumer Electronics & Technology
  • For Marketing Leadership Professionals

    Report:Interactive Marketing Channels To Watch, 2008

    Better Goals Will Unlock New Channel Adoption

    Consistent with past studies, email, search, and display media are still the most heavily penetrated interactive channels; this year, they reach near ubiquitous adoption. Online video and most social...

    • Downloads: 1693
  • For Marketing Leadership Professionals

    Report:Getting More Out Of Online Ads

    What Beyond Ad Format Will Improve Display Media Performance

    Many marketers believe that ad format determines campaign performance. While ad format does influence campaign results, it is not the only factor that does so. Forrester advises that marketers use...

    • Downloads: 1591
  • For Marketing Leadership Professionals

    Report:Know Your Online Video Audience

    It's time to advertise in online video. Today's online video viewers are active broadband consumers who make valuable advertising targets. But not all online video viewers are created equal: Varied...

    • Downloads: 949
  • For Marketing Leadership Professionals

    Report:Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response

    Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

    • Downloads: 498