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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19 results in Reports

  • Shar VanBoskirk
  • Customer Experience Management
  • 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: 141
  • For B2C Marketing Professionals

    Report:Evaluate Your Search Marketing Programs

    Assessment: The Search Marketing Playbook

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 154
  • 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: 558
  • For B2C Marketing Professionals

    Report:Brief: Email Marketing Gets Responsive

    Mobile access to email is exploding, forcing marketers to develop a strategy for creating mobile-friendly email messages. This report recommends strategies for how to improve the performance of email...

    • Downloads: 314
  • For B2C Marketing Professionals

    Report:Organize To Support Integrated Messaging

    Organization: The Email Marketing Playbook

    The future of email is integration with other marketing channels. But most email organizations today are too small and too operationally focused to be prepared for customer-focused integrated...

    • Downloads: 235
  • For B2C Marketing Professionals

    Report:Evaluate Your Discovery Marketing Programs

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 274
  • For B2C Marketing Professionals

    Report:The Email Marketing Scorecard

    This report for interactive marketers explains how to assess your email marketing capabilities as well as the quality of the user experience for recipients of your marketing emails. Like Forrester's...

    • Downloads: 1990
  • 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: 677
  • For B2C Marketing Professionals

    Report:How Consumers Find Websites In 2010

    Trends To Consider For Your 2011 Strategy

    Natural search results are still the most commonly used resource to navigate to websites. Although, compared with past studies, advertising has declined in popularity and social media gained ground,...

    • Downloads: 908
  • 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:The Splinternet

    Preparing For An Internet Fragmented By Devices And Passwords

    The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs...

    • Downloads: 1899
  • For B2C Marketing Professionals

    Report:Financial Services Will Lead Interactive Spend By 2014

    US financial services will become the largest spender in interactive marketing by 2014 as financial services firms seek lower-cost marketing options, overcome regulatory barriers, expand search...

    • Downloads: 969
  • For B2C Marketing Professionals

    Report:Case Study: Epicor Software Uses Personas To Boost B2B Search Marketing Results

    During the past two years, Epicor Software built a paid search marketing program that today provides a good model for B2B marketers initiating search marketing or those looking to better use search...

    • Downloads: 478
  • For B2C Marketing Professionals

    Report:Interactive Marketing Channels To Watch, 2008

    Better Goals Will Unlock New Channel Adoption

    Consistent with past studies, email, search, and display media are still the most heavily penetrated interactive channels; this year, they reach near ubiquitous adoption. Online video and most social...

    • Downloads: 1705
  • For B2C Marketing Professionals

    Report:Benchmark 2008: Gen Y Comes Of Age

    North American Consumer Technographics

    As early adopters of emerging media, Gen Yers have foretold interactive marketers' next priorities over the past few years. But they are more than just bellwethers of change. As consumers ages 18 to...

    • Downloads: 975
  • For B2C Marketing Professionals

    Report:Microsoft Woos Yahoo! For Media Dominance

    by Shar VanBoskirk and Charlene Li

    Microsoft announced an unsolicited bid to buy Yahoo! for $44.6 billion, a deal that, if consummated, would create a media conglomerate second only to Google in the online space. Forrester believes...

    • Downloads: 294
  • For B2C Marketing Professionals

    Report:Search Engine Optimization Starts With Good Site Design

    Optimizing a site for good rankings within natural search engine results need not disrupt the user experience of the site. In fact, the fundamentals of Scenario Design correspond well to the elements...

    • Downloads: 1532
  • For B2C Marketing Professionals

    Report:Email Can Start Your Social Computing Engine

    Marketers hesitant to trial emerging channels but eager to stay on top of customers' changing technology and media habits will find email marketing a viable entrée into the Social Computing...

    • Downloads: 275
  • For B2C Marketing Professionals

    Report:Forrester's Email Marketing Review Scorecard Version 3.0

    Successful email marketing programs master the ¿human¿ elements of a conversation, such as tone, frequency of communication, and valuable information. Forrester¿s updated email marketing review...

    • Downloads: 3