Speaker Biography

Shar VanBoskirk

VP, Principal Analyst

Sessions Featuring This Speaker

MARKETING 2016

04/26/2016

  • 08:45 AM - 10:20 AM

    Part One, featuring:

    THRIVING IN THE POST-DIGITAL AGE

     

    You've known for a while that your customers have increasing power over your competitive strategy. But remember that now empowered customers also believe they deserve something. And the boundary between physical and digital is irrelevant to your customers and even to the internal systems you use for planning and management. This means that even the most mature attempts at data-driven digital marketing are too siloed to meet customer needs and differentiate your brand. This session will equip you for your next marketing transformation.

    In this segment:

    Suzy Deering will explain the variety of valuable experiences eBay creates for its customers.

     

    Forrester Analyst Shar VanBoskirk will discuss how to advance your firm past digital into a post-digital reality.

     

    Mickey Mericle,will share her insights and learnings from Adobe’s journey and the broader evolution of digital transformation.

     

    Forrester SVP of Data Insights Jill Chiara will share a quick glimpse into the very different buying behaviors of women and men.

     

    Martine Reardon will sit down with Forum Host Carl Doty to discuss how Macy's uses mobile to build emotional connections with its customers.

Research Focus

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

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, display media, search marketing, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, ShopTalk, DMA, Shop.org, and the Email Service Provider Coalition events, among others. She is widely quoted in the press, including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal. Shar is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.