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.

Education

Shar is a graduate of Harvard University.

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37 results in Reports

  • Henry Peyret
  • For Enterprise Architecture Professionals

    Report:TechRadar™: Integration Technologies, Q2 2015

    The Range Of Integration Technologies Is Diversifying

    Integration technologies are a middleware category of products to develop, maintain, and execute interfaces between applications and databases. The integration domain is a renewed hot topic for...

    • Downloads: 625
  • For Enterprise Architecture Professionals

    Report:Forrester's Data Governance Toolkit

    This toolkit provides a methodology to renew your data governance and adapt to data economy drivers. It also addresses the upcoming issues that IT trends like cloud, big data, and predictive...

    • Downloads: 107
  • For Enterprise Architecture Professionals

    Report:The Transformation Of Data Governance

    Changing The Business Data Landscape Requires New Governance Thinking

    Today's data governance is mainly about accuracy, compliance, security, and privacy. In this context, organizations run through a well-established repertoire of governance activities with a heavy...

    • Downloads: 862
  • For Enterprise Architecture Professionals

    Report:The Forrester Wave™: Data Governance Stewardship Applications, Q1 2016

    Seven Providers Support The Data Governance 2.0 Journey

    Data has proven itself a strategic asset for digital transformations and is becoming key to everything from improved marketing to exploring new business models. In this expanded role, data governance...

    • Downloads: 190
  • For Enterprise Architecture Professionals

    Report:Design Your Integration Architecture For The Internet Of Things

    IoT Integration Is Complex — Plan For The Long Term In Your Integration Strategy

    The internet of things (IoT) depends on integration, but once you move beyond the simplest use cases, integration becomes complex. Enterprise architects face a wide range of different technology...

    • Downloads: 19
  • For Enterprise Architecture Professionals

    Report:Data Governance Archetypes Shape The Focus And Fate Of Your Business

    How To Succeed At Data Governance 2.0

    Data governance is one of the thorniest challenges of business technology. A clear cut, centralized approach is illusive and would not work in practice even if it were attainable. Organizations must...

    • Downloads: 466
  • For Enterprise Architecture Professionals

    Report:Brief: Business Services Must Be A Central Artifact For EA

    Use Business Service Reference Models To Support Digital Transformation

    "Business services" is a much-used term within technology management to describe how technology components are assembled to provide an outcome. Unfortunately, everyone defines and documents business...

    • Downloads: 209
  • For Enterprise Architecture Professionals

    Report:Consider New Data Governance Software To Support Business-Led Efforts

    Line-of-business executives are thinking about data in new ways — it is not just something to be collected and stored, but a resource for competitive advantage. As business leaders gain a...

    • Downloads: 420
  • For Enterprise Architecture Professionals

    Report:Brief: TM Forum Defines An Architecture Framework For Digital Business

    TM Forum Live 2014 Highlights Its Relevance To Enterprise Architecture

    The challenges that many industries are now facing with the transformation to digital business have been faced by the telco industry for many years. Nonprofit industry association TM Forum (formerly...

    • Downloads: 227
  • For Enterprise Architecture Professionals

    Report:Refocus Application Rationalization Toward Business Service Optimization

    Right-Sized Business Services Replace One-Size-Fits-All Rationalization Objectives

    Your business model is embedded in your applications and technology. The alignment of the application portfolio with the business's strategy and operating model is a key element in business...

    • Downloads: 499
  • For Enterprise Architecture Professionals

    Report:Develop Your Enterprise Architecture Skills

    With growing recognition of the importance of enterprise architecture (EA) as an essential capability in digital business, firms are beefing up their EA groups — relaunching underperforming EA...

    • Downloads: 604
  • For Enterprise Architecture Professionals

    Report:Brief: Establish A Data Governance Journey Toward Data Citizenship

    Data governance (DG) has long struggled because it oversimplified three key elements of a governance model: objectives, structure, and processes. As firms become more insights-driven, the...

    • Downloads: 86
  • For Enterprise Architecture Professionals

    Report:Brief: What Customers Look For In Data Governance Stewardship Applications

    Data architects and data managers must optimize their use of new data governance stewardship applications to get the most out of them. While this is true for any new application, this nascent market...

    • Downloads: 109
  • For Enterprise Architecture Professionals

    Report:Vendor Landscape: Data Governance Stewardship Applications

    Data Governance 2.0 Triggers A New Application Category

    In 2013, Forrester identified an emerging market of data stewardship tools to give data stewards and governance teams a workbench to support data management and data governance. While workflows,...

    • Downloads: 190
  • For Enterprise Architecture Professionals

    Report:Brief: Use Ecosystem Architecture To Analyze Business Model Disruption

    Comparing Uber's And Traditional Taxis' Business Model By What Customers Value

    Ecosystem architecture is an advanced business architecture technique that enterprise architect professionals can use to capture and understand the forces of change on a business ecosystem. This...

    • Downloads: 119
  • For Enterprise Architecture Professionals

    Report:Brief: The "Systems Of X" Concept Drives Architecture Zoning

    Systems Of Engagement, The First Use Case Requiring A Different Architecture Practice, Will Be Followed By Many More

    At large enterprises, enterprise architecture (EA) leaders and their sponsors too often strive for "one EA": a single approach to the standardization, governance, and guiding principles of enterprise...

    • Downloads: 214
  • For Enterprise Architecture Professionals

    Report:The Foundational Architecture Roles And How They Are Changing

    Two Additional EA Roles Are Needed For Digital Businesses

    Forrester described six foundational architecture roles in the organization report of the enterprise architecture practice playbook, which we published June 8, 2012. Since then, Forrester has...

    • Downloads: 624
  • For Enterprise Architecture Professionals

    Report:Brief: Build An Ecosystem Architecture For Digital Business

    Ecosystem Architecture Models Bring More Visibility To Internal And External Stakeholders

    Digital businesses operate in multiple ecosystems of value — their customers' and their own. Executives developing digital business strategies must understand the participants and relationships...

    • Downloads: 282
  • For Enterprise Architecture Professionals

    Report:Cloud Platforms Will Turn Enterprise Architecture Inside Out

    Enterprise Architects Need New Practices, And Changes To Existing Ones, For The Digital Business Era

    Firms have adopted cloud services in an ad hoc fashion, driven by opportunity and expediency more than by strategy. Cloud use cases and the architectural decisions surrounding them are different from...

    • Downloads: 421
  • For Enterprise Architecture Professionals

    Report:Brief: Choosing Data Governance Tools

    Bring Architecture And Strategy To Bear On Your Selection

    Data governance helps businesses ensure that they can trust their data enough to base decisions on it and lower the risk of innovation. Companies have already invested in a range of tools to ensure...

    • Downloads: 322
  • For Enterprise Architecture Professionals

    Report:Align Application Rationalization Metrics To Your Objectives And Drivers

    Enterprises start application rationalization initiatives, but after the low-hanging fruit of little used business applications, they find it a struggle to progress. There are many root causes...

    • Downloads: 437
  • For Enterprise Architecture Professionals

    Report:Sustainably Executing Application Rationalization

    Application rationalization — the program to right-size your business application portfolio for your business — tests many of the processes and practices of an IT organization. For...

    • Downloads: 472
  • For Enterprise Architecture Professionals

    Report:EU Regulations And Public Opinion Shift The Scope Of Data Governance

    The European Commission is preparing an update of its Data Protection Directive, which will introduce new rights for consumers like the "right to be forgotten." This new directive is expected to be...

    • Downloads: 242
  • For Enterprise Architecture Professionals

    Report:Connecting Strategy To Execution

    A Profile Of Enterprise Architecture Award Winner MasterCard And Its Business-Centered EA

    In 2013, MasterCard received one of the five InfoWorld/Forrester Enterprise Architecture Awards for its innovative approach to connecting business strategy to project execution. In a period of...

    • Downloads: 501
  • For Enterprise Architecture Professionals

    Report:Predictions 2015: Customer Experience And Digital Business Rise In EA's Agenda

    Over the past few years, enterprise architecture (EA) programs have been strengthening their engagement with tech management and business leaders — still within an EA box. However, some leaders...

    • Downloads: 425