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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10 results in Reports

  • Shar VanBoskirk
  • Technology Product Strategies
  • 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: 1722
  • For Marketing Leadership Professionals

    Report:Interactive Marketing Channels To Watch In 2009

    The Recession Inhibits Firms From Trialing Emerging Channels

    Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead,...

    • Downloads: 1396
  • For Marketing Leadership Professionals

    Report:Accessible Innovation

    How Interactive Marketers Can Reduce The Risk Of Innovating In A Recession

    A down economy provides the perfect environment for interactive marketers to innovate; emerging media provides cost-effective ways to keep firms ahead of competition and customer needs. Forrester's...

    • Downloads: 487
  • 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: 618
  • 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: 415
  • For Marketing Leadership Professionals

    Report:Inspiring Interactive Innovation

    How To Convince Your Firm To Trial New Interactive Marketing Programs

    Organizations are naturally resistant to change, particularly ones that require adopting experimental interactive technologies. But interactive marketers can help their organizations adopt...

    • Downloads: 430
  • For Marketing Leadership Professionals

    Report:Microsoft Woos Yahoo! For Media Dominance

    by Shar VanBoskirk and Charlene Li

    Microsoft announced an unsolicited bid to buy Yahoo! for $44.6 billion, a deal that, if consummated, would create a media conglomerate second only to Google in the online space. Forrester believes...

    • Downloads: 291
  • For Marketing Leadership Professionals

    Report:Microsoft/Yahoo!: No Deal

    Microsoft's Withdrawal Of Premium Offer Hurts Yahoo! The Most

    Microsoft took its offer to buy Yahoo! off the table on Saturday after Yahoo! asked for $3 more per share. Forrester believes that the outcome of this three-month-long online media soap opera puts...

    • Downloads: 208
  • For Marketing Leadership Professionals

    Report:DoubleClick Makes Google A One-Stop Shop

    But Marketers Should Still Advertise Across Media Partners

    Online behemoth Google showed that it still had room to grow on April 13 when it announced it would acquire long-time online advertising veteran DoubleClick for $3.1 billion. The deal trumps...

    • Downloads: 200
  • For CMO Professionals

    Report:Brief: Business Models Determine Agency Strengths

    Not All Agencies Are Built On The Same Financial Foundation

    Recently, Forrester defined a new agency landscape, defined by the primary strategic objectives of marketers. The agency models we introduced — Innovator, Integrator, and Implementer —...

    • Downloads: 170