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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11 results in Reports

  • Shar VanBoskirk
  • Branding
  • For B2C Marketing Professionals

    Report:Interactive Marketing Channels To Watch In 2009

    The Recession Inhibits Firms From Trialing Emerging Channels

    Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead,...

    • Downloads: 1396
  • For B2C Marketing Professionals

    Report:2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

    • Downloads: 1152
  • For B2C Marketing Professionals

    Report:2010 North American Interactive Marketing Predictions

    Disciplined Interactive Approaches Lead To Innovation Across Channels

    In 2010, interactive marketers recovering from the recession will find that their focus on data-driven strategy, automation, and building customer relationships will bring discipline and definition...

    • Downloads: 1103
  • 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: 867
  • 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: 821
  • 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: 770
  • For B2C Marketing Professionals

    Report:Mobile Marketing — A Forrester Compilation

    More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

    • Downloads: 359
  • For B2C Marketing Professionals

    Report:Accessible Innovation

    How Interactive Marketers Can Reduce The Risk Of Innovating In A Recession

    A down economy provides the perfect environment for interactive marketers to innovate; emerging media provides cost-effective ways to keep firms ahead of competition and customer needs. Forrester's...

    • Downloads: 489
  • 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: 477
  • 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: 476
  • 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