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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9 results in Reports

  • Shar VanBoskirk
  • Retail
  • For Marketing Leadership Professionals

    Report:The Best And Worst Of Email Marketing, 2014

    Benchmarks: The Email Marketing Playbook

    This report helps marketing leaders benchmark their email marketing campaigns against 98 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial services,...

    • Downloads: 328
  • For Marketing Leadership Professionals

    Report:The Best And Worst Of Paid Search In 2012

    Benchmarks: The Search Marketing Playbook

    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: 1314
  • For Marketing Leadership Professionals

    Report:Compare Your Campaigns To 70 Others

    This report helps interactive marketers benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed, from the consumer goods, retail, travel, financial services,...

    • Downloads: 1740
  • 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: 1728
  • For Marketing Leadership Professionals

    Report:Organizing For Interactive Marketing

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

    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: 1318
  • For Marketing Leadership Professionals

    Report:Retailers Boost IM Spend To Drive Online Sales

    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: 539
  • For Marketing Leadership Professionals

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

    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: 2767
  • 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: 1395
  • 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: 656