Shar VanBoskirk

VP, Principal Analyst serving B2C Marketing PROFESSIONALS

Shar serves B2C Marketing 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 her 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 Professional 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. Shar is a frequent guest on CNBC and National Public Radio.


Shar is a graduate of Harvard University.

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28 results in Reports

  • Shar VanBoskirk
  • For B2C Marketing Professionals

    Report:Choose The Right ESP For Your Needs

    Tools And Technology: The Email Marketing Playbook

    This report helps marketing leaders select tools and technologies to enhance their email marketing programs. Most email marketers outsource the delivery of their email marketing programs because it...

    • Downloads: 531
  • For B2C Marketing Professionals

    Report:Balance User Needs With Business Goals

    Strategic Plan: The Email Marketing Playbook

    This report articulates a strategic plan for how marketing leaders can improve their email programs today and create humanized, integrated messages in the future. We recommend that marketers build...

    • Downloads: 618
  • For B2C Marketing Professionals

    Report:Brief: Search Marketing Innovations To Watch

    Tools And Technology: The Search Marketing Playbook

    In order to be discoverable, companies must be present based on where their users look for them and what they are looking for when they search. This report will highlight when and how B2C marketing...

    • Downloads: 168
  • For B2C Marketing Professionals

    Report:Brief: The Local Marketing Opportunity

    Showcase Your National Brand Where It Matters Most

    Now is the time to initiate a local digital marketing strategy; new technologies have lowered the barriers that previously made marketers shy away from the scale issues associated with local. This...

    • Downloads: 170
  • For B2C Marketing Professionals

    Report:Context In Email Marketing Pays Off

    Performance Management: The Email Marketing Playbook

    In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, which...

    • Downloads: 189
  • For B2C Marketing Professionals

    Report:The Time Is Right For Email Innovation

    Road Map: The Email Marketing Playbook

    There's no doubt about it: Contextual marketing will reorient the role that email plays in your digital marketing toolkit. But marketing leaders need not abandon existing email campaigns in the name...

    • Downloads: 271
  • For B2C Marketing Professionals

    Report:Context Enriches Email Marketing

    Continuous Improvement: The Email Marketing Playbook

    Shifting email marketing efforts to support customer context need not be a complete departure from marketing leaders' existing email best practices. In fact, just expanding your current use of...

    • Downloads: 160
  • For B2C Marketing Professionals

    Report:Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

    Customer-Obsessed Marketers Will Harness The Power Of Contextual Data To Deliver Highly Differentiating Brand Experiences

    The year 2015 will see the gap between customer-obsessed brands and the rest grow even wider. As more interaction data from multiple channels and touchpoints floods customer databases and marketing...

    • Downloads: 594
  • For B2C Marketing Professionals

    Report:When To Pick A Niche Email Vendor

    Even the best email marketing service providers with the broadest relevance can't suit every possible marketer situation. This report: 1) identifies when you should consider other vendor options in...

    • Downloads: 353
  • For B2C Marketing Professionals

    Report:US Financial Services Lead Interactive Marketing Spending

    US financial services interactive marketing spend will more than double by 2016 but won't grow its investments in every channel at the same pace. This brief report breaks down the increase by channel...

    • Downloads: 643
  • For B2C Marketing Professionals

    Report:How Consumers Find Websites In 2011

    And Why Multitouchpoint Campaigns Will Drive Value, Not Just Traffic

    As in years past, natural search results, links, and personal emails are the most cited resources for finding websites. But take note: Social media — in particular social networks —...

    • Downloads: 874
  • For B2C Marketing Professionals

    Report:US Interactive Marketing Forecast, 2011 To 2016

    Spend Will Near $77 Billion As Interactive Gains Legitimacy In The Mix

    By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and...

    • Downloads: 3740
  • For B2C Marketing Professionals

    Report:Case Study: InterContinental Hotels Group Consolidates Email And Data Management

    InterContinental Hotels Group (IHG) revamped its email program during a customer relationship management (CRM) system upgrade. It unified its customer data into one database, consolidated email...

    • Downloads: 500
  • For B2C Marketing Professionals

    Report:Case Study: Avis Uses Personas To Drive SEO

    We spoke with John Peebles, vice president of online marketing at Avis Budget Group, about a site redesign project he and his team undertook to improve the search engine optimization (SEO) results...

    • Downloads: 679
  • For B2C Marketing Professionals

    Report:The Future Of Interactive Marketing

    How Embracing CORE Directives Will Help You Foster Adaptability

    Interactivity is changing life as we know it, a scope too big for most firms' siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower...

    • Downloads: 2263
  • For B2C Marketing Professionals

    Report:Forrester's Email Marketing Review Scorecard

    Forrester updated its Email Marketing Review (EMR) methodology to reflect interactive media changes that affect email marketing efficiency and relevance. As with our past email review methodologies,...

    • Downloads: 33
  • For B2C Marketing 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: 1348
  • For B2C Marketing Professionals

    Report:How To Integrate Email With Social Media

    Email marketers must integrate social media into their campaigns to stay relevant to consumers. Doing so will create new opportunities for email list growth, extend campaign reach, and harness social...

    • Downloads: 1418
  • For B2C Marketing Professionals

    Report:Reaching Your Most Valuable Email Customers

    Influencers' Attitudes Toward Email Marketing

    A core group of consumers who value email and are also go-tos within their communities for product recommendations — a group Forrester calls promotion influencers — are email marketers'...

    • Downloads: 775
  • For B2C Marketing Professionals

    Report:Consumer Goods Interactive Spend Outpaces Other Industries'

    Consumer product goods (CPG) companies are expected to grow their interactive marketing spend by a 22% compound annual growth rate (CAGR) — more than any other industry. This shift occurs as...

    • Downloads: 826
  • For B2C Marketing Professionals

    Report:Getting Email Marketing Measurement Right

    Four Measures That Matter Most

    While more marketers focus on episodic measures of success that include click-through and open rates, less are honing in on more meaningful metrics that include returns on investment (ROIs),...

    • Downloads: 785
  • For B2C Marketing 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: 541
  • For B2C Marketing Professionals

    Report:Bing: The Next Big Search Thing

    Microsoft Introduces A User-Centric Approach To Search

    Microsoft's new "decision engine," Bing, changes the search game, not by catapulting Microsoft ahead of Yahoo! and Google but by introducing a new user-centric way of finding and displaying relevant...

    • Downloads: 748
  • For B2C Marketing Professionals

    Report:Search Loyalty Is Still Hard To Find

    Advertising Options Exist Beyond Just Google

    Google's lead in the share of online searchers continues to grow, and it has the most loyal searchers. But users find that other search engines are actually more effective for certain things —...

    • Downloads: 580
  • For B2C Marketing Professionals

    Report:US Financial Services Interactive Spend Outpaces Other Industries

    US financial services interactive marketing spend will nearly double by 2012 as financial services firms gravitate toward more accountable channels that will improve their overall Web presence. To...

    • Downloads: 518