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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34 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: 461
  • 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: 91
  • 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: 479
  • 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: 320
  • 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: 296
  • For Enterprise Architecture Professionals

    Report:The Age Of The Customer Is Shaking Up Integration Technologies And Practices

    It's Time To Renew Your Integration Strategy And Architecture

    Application integration, the replication of operational data and data warehouses, and integration between trading partners all have a long history. While firms have established practices to achieve...

    • Downloads: 292
  • 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: 185
  • 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: 237
  • 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: 396
  • For Enterprise Architecture Professionals

    Report:Vendor Landscape: Integration-Platform-As-A-Service

    For Now, Most Enterprises Will Need To Make A Tactical Choice

    The need to integrate systems of engagement, the demand for greater agility, and execution in the cloud are driving the disruption of the integration landscape. Enterprise architecture (EA)...

    • Downloads: 217
  • 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: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: 401
  • 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: 560
  • For Enterprise Architecture Professionals

    Report:Brief: Data Stewardship Workbenches Instrument Data Value

    Valuing Data Helps To Drive More Effective Data Governance

    Data governance is hot. Despite the uncertainty around what data governance should cover, enterprise architecture (EA) professionals are recognizing that the practice is mandatory to succeed in the...

    • Downloads: 119
  • For Enterprise Architecture Professionals

    Report:Brief: Digital Business Requires Different Organizational Ways Of Working

    EA Professionals Must Leverage Networks To Help Their Business In Digital Transformation

    We're in the era of digital business, where technology-empowered customers and business relationships require new operating models. Because customers are in charge, businesses must become more agile....

    • Downloads: 238
  • 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: 826
  • For Enterprise Architecture Professionals

    Report:EA Methodologies Enlarge To Address The New Business Landscape

    Digital is increasingly part of products and services offerings — provoking disruption to the old ways of doing things. Companies are facing uncertain market changes and economic conditions,...

    • Downloads: 510
  • 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: 158
  • 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: 217
  • For Enterprise Architecture Professionals

    Report:Designing Your EA Operating Model And Organization

    Organization: The EA Practice Playbook

    When firms initiate enterprise architecture (EA) programs — or, more commonly, when they relaunch unsuccessful ones — EA leaders must decide what resources they need and how to organize...

    • Downloads: 681
  • For Enterprise Architecture Professionals

    Report:Market Overview: Enterprise Architecture Services 2014

    Navigating A Confusing EA Service Providers Landscape

    Digital business transformation is increasing the demands on enterprise architecture programs. The need to respond to this demand, but not through permanent hiring, is leading some enterprise...

    • Downloads: 218
  • For Enterprise Architecture Professionals

    Report:Planning Application Rationalization From Vision To Implementation

    Most firms' portfolios of business applications wouldn't qualify as "managed." New business initiatives add new applications, market or geographic expansions add more, and events like mergers and...

    • Downloads: 547
  • For Enterprise Architecture Professionals

    Report:Brief: Real World Experience With Data Governance Tools

    Evolving Needs Clash With Still-Maturing Products

    Data governance is complex and multifaceted. No single product from major vendors fully addresses every challenge — adding to the complexity of implementing a data governance strategy. On top...

    • Downloads: 253
  • 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: 172
  • For Enterprise Architecture Professionals

    Report:Technology Landscape: Metadata Management, Q2 2013

    The Foundation For Data Governance, Tooling, And More

    Metadata management is the foundation for data governance, management, and use. But despite this, firms have a spotty record of collecting, harmonizing, and managing the metadata inherent in their...

    • Downloads: 746