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.


Shar is a graduate of Harvard University.

Refine your results

Date Range





Market Imperatives



67 results in Everything

  • Jeffrey S. Hammond
  • For Application Development & Delivery Professionals

    Blog:The Best Way To Develop Mobile Apps? Don't Develop Mobile Apps!

    Nothing like starting off the day with a koan, right? How would one develop a mobile app without developing a mobile app? In my latest piece of research on the future of mobile application...

    • For Application Development & Delivery Professionals

      Report:Brief: Mobile Middleware — Right Or Wrong?

      When A Mobile Middleware Solution Makes Sense

      Mobile apps commonly access data stored in corporate systems of record; unfortunately, these systems were not architected for the demands of mobile clients. This creates a need for an interface layer...

      • Downloads: 269
    • For eBusiness & Channel Strategy Professionals

      Report:Mobile Technologies That Drive Sales

      Tools And Technology: The Mobile eBusiness Playbook

      New mobile features, capabilities, and devices are cropping up seemingly by the day. This fast-paced change is dramatically affecting how eBusiness professionals interact with their teams and...

      • Downloads: 1749
    • For Application Development & Delivery Professionals

      Blog:Intel’s Acquisition Of Mashery Nets It Public API Smarts, Developers, And More...

      Co-authored with Eve Maler Yesterday Intel set off of a flurry of tweets and news stories when it announced it had acquired Mashery. For those who aren’t familiar with Mashery, it is one of the...

      • For eBusiness & Channel Strategy Professionals

        Report:Quick Take: Fire Phone Fails; Amazon Doesn't

        Insights, Not Sales, Will Define Amazon's Success

        On June 18, 2014, Amazon announced the launch of a smartphone, named the Fire Phone, with unique hardware and services designed to enhance its core businesses: retail and a digital platform....

        • Downloads: 155
      • For Application Development & Delivery Professionals

        Report:Build Five-Star Mobile Apps

        Processes: The Mobile App Development Playbook

        There are millions of mobile apps out there, and they're all competing for the same consumers. Companies hoping to reach customers through the mobile channel need to ensure that their apps get high...

        • Downloads: 1379
      • For Application Development & Delivery Professionals

        Blog:API Management: A Key Component Of Modern Application Architecture

        I’ve previously written about how modern application architectures are shifting toward compositional, service-oriented architectures — “for real” this time. RESTful services...

        • For CIO Professionals

          Report:Quick Take: Apple And IBM Team Up To Create A New Enterprise Mobile Platform

          New Partnership Melds Complementary Strengths In Consumer And Enterprise Markets

          The leading mobile OS devices from Apple and Google have blossomed in enterprise settings because individuals want the same mobile devices and apps at work that they use in their personal lives. But...

          • Downloads: 386
        • For Application Development & Delivery Professionals

          Report:The Offline Mobile Challenge

          Tackling Mobile Apps' Most Important And Difficult Feature

          Companies are adopting a business technology (BT) agenda with a focus on driving great customer experience, yet these experiences are increasingly delivered on devices with transient network...

          • Downloads: 179
        • For Application Development & Delivery Professionals

          Blog:Surfing The "Mobile Shift"

          Ever hear about the myth of the “seventh wave”?  Surfers use it to describe the big one — the wave that you can ride all the way into the beach. While it’s been a while...

          • For Security & Risk Professionals

            Report:Charter A Mobility Council With Seven Tasks

            Smartphones, tablets, and the rise of bring-your-own-device (BYOD) programs have put tremendous pressure on IT to revamp and rethink its mobile strategy: everything from procurement and development...

            • Downloads: 988
          • For Application Development & Delivery Professionals

            Report:Organize For Mobile Development Success

            Organization: The Mobile App Development Playbook

            Customer expectations are soaring as the mobile mind shift accelerates. In order to meet those expectations, mobile development teams must be capable of releasing high-quality apps multiple times a...

            • Downloads: 439
          • For Application Development & Delivery Professionals

            Report:The Engagement Platform's Aggregation Tier

            A Closer Look At The Heart Of Modern Enterprise Architecture

            The Forrester report "Mobile Needs A Four-Tier Engagement Platform" outlined the enterprise architecture required for a successful digital strategy that serves customers via web and mobile channels,...

            • Downloads: 256
          • For Application Development & Delivery Professionals

            Report:Brief: Box Bets Big On Content Services Platform

            Its Yellow Brick Road Will Be A Difficult Journey

            Like Dorothy, swept from the comfort of her home in Kansas, Box finds itself in an increasingly foreboding and threatening world as Dropbox, Google, and Microsoft crush the cost of file sync and...

            • Downloads: 111
          • For Application Development & Delivery Professionals

            Report:Measuring Mobile Apps

            Performance Management: The Mobile App Development Playbook

            When beginning to build and deploy mobile apps, development teams quickly discover that they need to deliver new versions and updates much faster: eight to 12 times a year or more. Mobile performance...

            • Downloads: 1007
          • For Application Development & Delivery Professionals

            Blog:Mobile Platform Priorities Show Divided Developer Loyalties

            Ok, confession time: Those who know me well know my upbringing holds a deep dark secret. Yes, I was born in West Virginia, and grew up in Kentucky. Yes, my dad worked in the coal mines (OK, he was an...

            • For Application Development & Delivery Professionals

              Report:Case Study: Old Dutch Foods Masters Employees' Mobile Moments

              A Modern Application Approach Optimizes Manufacturing, Distribution, And Sales

              It's easy for development teams to focus their mobile app development efforts exclusively on meeting customers in their mobile moments. But employees also have mobile moments, and there's just as...

              • Downloads: 80
            • For Application Development & Delivery Professionals

              Report:Mobile Feast Or Beggar's Banquet?

              Landscape: The Mobile App Development Playbook

              Application development and delivery (AD&D) leaders are mistaken if they believe they can model their enterprise mobile solutions as a simple extension of dot-com and Web 2.0. The variety of mobile...

              • Downloads: 921
            • For Application Development & Delivery Professionals

              Report:Energize Your Developers With A Hackathon

              What Enterprise Dev Leaders Need To Know About Hackathons

              The clock is ticking down. A small team — a couple developers and a single designer — huddles around laptops, rushing to put the finishing touches on an application user interface. They...

              • Downloads: 249
            • For Application Development & Delivery Professionals

              Report:Development Landscape: 2013

              Developer Forrsights North America And Europe

              Software development is changing rapidly; firms must use this to their advantage to avoid falling behind. The Forrsights Developer Survey, Q1 2013 shows that mobile development is among the hottest...

              • Downloads: 862
            • For Application Development & Delivery Professionals

              Report:Brief: 2014 Mobile Developer Platform Preferences

              Developers Disproportionately Target Android And iOS, With Windows Phone A Credible Third Option

              Android and iOS devices still attract the lion's share of developers because of their broad consumer support and bring-your-own-device (BYOD) adoption by employees. But they aren't the only mobile...

              • Downloads: 240
            • For Application Development & Delivery Professionals

              Charts & Figures:The Architectural Relationship Of Systems Of Engagement, Record, And Automation

            • For Application Development & Delivery Professionals

              Report:Brief: How TripIt Masters Mobile Moments For Frequent Fliers

              Concur's Travel Organizing App Powerfully Combines Operational Awareness With Mobile Engagement

              Customers' mobile mind shift means they expect service in their immediate context and moment of need. The battle for customers' attention and loyalty will be waged in mobile moments — any time...

              • Downloads: 182
            • For CIO Professionals

              Report:Quick Take: CIOs Must Respond To Amazon's Disruptive Cloud

              Amazon's Relentless Pace Continues At re:Invent With Nine New Services

              The Amazon Web Services (AWS) re:Invent 2014 conference is something of an understatement as far as names go. This year's AWS conference was bigger than ever, with more than 13,500 attendees from 63...

              • Downloads: 161