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.

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83 results in Everything

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

    Report:Facebook's Place In A BT Application Development Strategy

    Access To Its Customer Community Is Facebook's Biggest Asset, But Login And Mobile Services Have Broader Potential

    Facebook is the best-known social network in the world, but for developers it's becoming much more. Facebook's APIs and recent acquisitions position it for developing customer-facing systems of...

    • Downloads: 91
  • For Security & Risk Professionals

    Report:API Management For Security Pros

    Security professionals increasingly must respond to the needs of business owners exploring web application programming interfaces (APIs) as a new channel for recognizing business value. APIs can...

    • Downloads: 448
  • 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: 390
  • 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 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: 185
    • For eBusiness & Channel Strategy Professionals

      Report:Improve Mobile Moment Design With iOS 8

      Introducing The Top Ten Ways To Leverage Apple's New Tech

      The release of iOS 8 along with Apple's iPhone 6 series offers eBusiness professionals new opportunities to win, serve, and retain customers in their mobile moments by breaking down the walls between...

      • Downloads: 190
    • 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: 262
    • For eBusiness & Channel Strategy Professionals

      Report:The State Of Mobile App Development

      Few eBusiness Teams Keep Pace With Customer App Expectations

      eBusiness professionals struggle to keep pace with consumer expectations of mobile apps. Competitors, entrepreneurs, and brands outside their industry push the envelope on what defines "best in...

      • Downloads: 125
    • For Application Development & Delivery Professionals

      Report:Best Practices: Adopt Open Source Software To Improve Development Effectiveness

      Open source software (OSS) is increasingly ubiquitous as application development professionals look to trim enterprise software costs while simultaneously creating new, modern applications. OSS seeps...

      • Downloads: 1421
    • 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: 930
    • For Application Development & Delivery Professionals

      Report:The Forrester Wave™: Mobile Enterprise App Services Providers — Large Providers, Q1 2015

      The 10 Providers That Matter Most And How They Stack Up

      In Forrester's fifteen-criteria emerging market evaluation of mobile enterprise app services providers, we identified the 10 most significant services providers — Accenture, Capgemini,...

      • Downloads: 176
    • For Application Development & Delivery Professionals

      Report:Choose The Right Mobile Development Solutions

      Tools And Technology: The Mobile App Development Playbook

      Traversing the mobile app development technology landscape is challenging — particularly in light of different mobile development approaches, the range of infrastructure capabilities, and the...

      • Downloads: 1271
    • For Application Development & Delivery Professionals

      Report:Quick Take: Adobe Accelerates Its Mobile Engagement Efforts

      Adobe Experience Manager-PhoneGap Integration Targets Mixed Mobile Workloads

      Most enterprises have both content professionals and developers, but there are gaps in how each group approaches the mobile mind shift. As a result, we often see conflicting strategies: Content...

      • Downloads: 169
    • 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: 184
    • For Application Development & Delivery Professionals

      Report:Building High-Performance Mobile Experiences

      Performance Management: The Mobile Application Development Playbook

      The early days of enterprise mobile app development focused on creating a functional experience and getting it out the door quickly, leaving "quality" as a problem for another day. As organizations...

      • Downloads: 307
    • For CIO Professionals

      Report:Quick Take: IBM-As-A-Service

      IBM's Impact 2014 Is A Milestone In Reshaping IBM's Core Business

      IBM is one of the mega oil tankers navigating slowly on the technology ocean, surrounded by speedboats of "startups" and heavy "clouds" on the horizon. Stowaways talking strange languages like...

      • Downloads: 341
    • For Infrastructure & Operations Professionals

      Report:Brief: Forrester's Shopping Guide For Mobile Application Performance Management Solutions

      Mobile Application Performance Management Is A Critical BT Agenda Solution For Optimizing Mobile Moments

      Your firm needs a mobile strategy to transform into a digital business. A well-executed strategy will ensure that customers are continually engaged with your firm and employee productivity is...

      • Downloads: 121
    • For Application Development & Delivery Professionals

      Report:Quick Take: Google Amps Up Android

      Android L-Preview Links Phones and Tablets To Cars, TVs, And Wearables

      Google I/O is the hottest developer conferences in the world for a reason: Android is the fastest growing and most-used mobile platform. That's not to say that Google is not a web juggernaut, too....

      • Downloads: 126
    • For CIO Professionals

      Report:CIOs: Organize For Mobile Success

      Build And Support IDEA Teams To Drive Mobile Moments

      Customer expectations are soaring as the mobile mind shift accelerates. In order to meet those expectations, CIOs must work closely with their business peers. Where to start? We suggest a four-part...

      • Downloads: 261
    • For Application Development & Delivery Professionals

      Report:The Forrester Wave™: Mobile Enterprise App Services Providers — Midsize Providers, Q1 2015

      The Nine Midsize Providers That Matter Most And How They Stack Up

      Mobile moments in the enterprise — with employees and business partners — have the power to make or break your customer experience. But, these mobile enterprise moments represent...

      • Downloads: 36
    • For Application Development & Delivery Professionals

      Blog:Open Source: An Emerging Driver For "Mobile First" Strategy

      Yesterday the folks from Black Duck published some interesting information on the use and growth of open source projects in the mobile space. Their data confirms that open source mobile projects are...

      • For Application Development & Delivery Professionals

        Blog:Emerging HCI Platforms Will Demand Cooperation In Aesthetics And Engineering For Innovative Design

        We’ve all heard the aphorism “a picture is worth a thousand words.” These days, that’s certainly true of the balance between content and behavior that modern application...

        • For Application Development & Delivery Professionals

          Charts & Figures:Front-Load Requirements, Verification, And Validation

        • For Application Development & Delivery Professionals

          Report:IBM Reinforces MobileFirst

          On-Premises Software Converges With Cloud Services

          At two recent customer conferences, IBM showcased the latest rendition of its "MobileFirst" initiative for developers. IBM MobileFirst comprises a set of products, including Worklight, MaaS360,...

          • Downloads: 175
        • For Application Development & Delivery Professionals

          Charts & Figures:Open Source Adoption Best And Next Practices