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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33 results in Reports

  • Dan Bieler
  • For Infrastructure & Operations Professionals

    Report:Quick Take: Cisco Makes Its Long-Expected Change In Leadership

    Customers Are Safe As John Chambers Passes The Baton To Chuck Robbins

    John Chambers has been the face of Cisco for 20 years. Although an icon of the technology industry, his succession was inevitable. On May 4, 2015, Cisco made the formal announcement that Cisco...

    • Downloads: 58
  • For CIO Professionals

    Report:The Top Technologies Driving The Mobile Mind Shift

    Great Mobile Moments Leverage New Mobile Technologies

    CIOs need to help design great mobile moments that drive revenue growth, improve the customer experience, or even transform their companies' business models. This report highlights the most important...

    • Downloads: 505
  • For CIO Professionals

    Report:The Collaborative Economy Will Drive Business Innovation And Growth

    Over the past two decades, the Internet has triggered a tectonic shift in the concept of networking — one that has redefined how companies market and sell products. More recently, social media,...

    • Downloads: 338
  • For CIO Professionals

    Report:Quick Take: European Telco Consolidation Gains Further Momentum

    Hutchison Whampoa's Plans To Buy O2 Point To A Bigger Telco Shakeout In Europe

    Mergers and acquisitions (M&A) activity by technology vendors is increasing again and will have a lasting effect on CIOs and their portfolio strategies in 2015. Last week, Telefónica entered...

    • Downloads: 119
  • For CIO Professionals

    Report:Connected Business: A New Style Of Doing Business

    CIOs Need To Prepare For Cultural And Organizational Transformation

    Macro trends in technology and shifting customer behavior are giving rise to the connected business — which is not defined by technology but is rather a new style of doing business. The...

    • Downloads: 535
  • For CIO Professionals

    Report:Don't Wait For Governments To Pave The Way For Digital Business

    Digital Agendas Of European Governments Fail To Address CIO Issues

    Digital transformation will fundamentally affect all aspects of business and society, which makes it not only a key theme for business leaders and CIOs but also for governments. Over the past few...

    • Downloads: 116
  • For CIO Professionals

    Report:Quick Take: Observations From IFA 2014

    CIOs Need To Recognize The Value Of Consumer Electronics For Their Business Technology Strategies

    Forrester recently visited the oldest and largest global consumer electronics trade fair, Internationale Funkausstellung (IFA), which took place in Berlin. IFA 2014 demonstrated that smart consumer...

    • Downloads: 91
  • For CIO Professionals

    Report:Customer Privacy Is A European CIO Priority

    Companies Across Europe Will Differentiate On The Way They Handle Privacy Issues

    The ruling by the European Court of Justice in May 2014 that an individual can demand that "irrelevant or outdated" information is deleted from search results should remind chief information officers...

    • Downloads: 166
  • For CIO Professionals

    Report:Case Study: How Data Can Enable Business Disruption

    German E-tailer reBuy Disrupts Retail Dynamics Through Intelligent Data Usage

    The use of data has evolved to the point where data has become the enterprise's most critical business asset in the age of the customer. The business model of reBuy reCommerce — the leading...

    • Downloads: 189
  • For CIO Professionals

    Report:Customer-Obsessed Businesses Need Digital Ecosystems

    Landscape: The CIO Digital Business Transformation Playbook

    Digital businesses need digital ecosystems that support the continuous exchange of information and data to create value. CIOs must understand the complexity of digital ecosystems and learn to create...

    • Downloads: 205
  • For CIO Professionals

    Report:Brief: Observations From Mobile World Congress That Will Shape Your B2B Digital Transformation

    This year's big technology themes at Mobile World Congress (MWC) can be summarized as big data, Internet of Things (IoT), 5G, and virtual/augmented reality (VR/AR). These themes will be important for...

    • Downloads: 139
  • For CIO Professionals

    Report:Brief: Digital Reinvention Is The Key To Future Growth

    CIOs Can Learn From Telstra's Attempts To Renew Its Core Business While Innovating In Market Adjacencies

    Telstra is betting big on its ability to transform itself by renewing its core business operations and capabilities while simultaneously embracing new growth opportunities. This need for digital...

    • Downloads: 151
  • For Infrastructure & Operations Professionals

    Report:Equipped To Thrive: Help Employees Turn Mobile Moments Into Customer Value

    Enterprise mobility isn't about bring-your-own devices or apps. It's about enabling the people in your workforce to make the most of their mobile moments — to make the most of their interactions with...

    • Downloads: 200
  • For CIO Professionals

    Report:Brief: Telstra Bets Its Future On All Things Connected

    Observations From Telstra's Analyst Event In Sydney

    Asia has long been and looks set to remain one of the most important growing regions globally — despite some recent cooling off of the Chinese economy. In particular, multinational companies...

    • Downloads: 100
  • For CIO Professionals

    Report:The Forrester Wave™: Personal Communications Services, Q3 2013

    The Rise Of Personal Communications Tools In The Enterprise

    Empowered employees are embracing personal cloud-based communications and collaboration services, like Skype or Facebook Messenger. Any empowered employees expect to use these collaboration channels...

    • Downloads: 465
  • For Sourcing & Vendor Management Professionals

    Report:The Expectation Gap Increases Between Business And IT Leaders

    Sourcing Managers Need To Moderate A Dialogue About Network And Communication Technologies

    Forrester survey data indicates gaps in opinion about network infrastructure aspects between business and IT leaders. There is a clear risk that IT will purchase network and collaboration assets that...

    • Downloads: 303
  • For CIO Professionals

    Report:The B2B Mobile Mind Shift Changes The Way Businesses Collaborate

    Developing B2B Mobile Moments Will Require Business Process Transformation

    Embracing mobility offers the opportunity for business innovation beyond the business-to-consumer (B2C) relationship. Increasingly, mobile engagement frames business-to-business (B2B) relationships...

    • Downloads: 196
  • For CIO Professionals

    Report:Mobile Becomes A Key Success Imperative For CIOs

    Forrester Survey Data Highlights The Urgency For The CIO To Complete The Mobile Mind Shift

    Mobile is a vital part of the CIO's business technology agenda to help improve customer experience, employee productivity, and new revenue channels. The most visionary and forward-looking CIOs,...

    • Downloads: 190
  • For CIO Professionals

    Report:The Forrester Wave™: Innovation Management Solutions, Q2 2016

    The 15 Innovation Management Solutions Providers That Matter Most And How They Stack Up

    This evaluation of innovation management solutions providers analyzes 15 vendors: Brightidea, CogniStreamer, Hype Innovation, IdeaScale, Imaginatik, inno360, InnoCentive, innosabi, InnovationCast,...

    • Downloads: 151
  • For CIO Professionals

    Report:The Rise Of Personal Communications

    Social Media Collaboration Hijacks The Enterprise

    Employees are embracing a new type of communication and collaboration dynamic in the form of over-the-top (OTT)-based social media applications, like Skype, Google Hangouts, and Facebook Messenger....

    • Downloads: 369
  • For CIO Professionals

    Report:Understanding Cisco's Role In Your BT Strategy

    Recalibrate Your Cisco Relationship And Investments To Align With Your Business Technology Strategy

    As the business technology (BT) agenda gains momentum, CIOs will reassess and evolve their technology vendor portfolio. CIOs need to evaluate if their main technology vendors support the required new...

    • Downloads: 135
  • For CIO Professionals

    Report:The Enterprise Network Enables Business Innovation

    Business And Network Strategies Will Become More Integrated

    The enterprise network is the ugly duckling of enterprise technology landscape, looked at disparagingly by CIOs and often ignored by the business. The enterprise network is much less exciting than...

    • Downloads: 385
  • For CIO Professionals

    Report:Quick Take: Vodafone Transforms Itself To Support The Business Technology Agenda

    Observations From The Recent Vodafone Analyst Summit

    Collaboration and communication, both internally and externally with customers, partners, and suppliers, plays a much greater role in driving positive customer experience, hence it becomes the...

    • Downloads: 105
  • For CIO Professionals

    Report:Use The Power Of B2B Digital Ecosystems

    CIOs Will Be Orchestrators Of Digital Ecosystems To Boost Innovation, Production, And Go-To-Market Capabilities

    Business-to-business (B2B) digital ecosystems drive a fundamental shift in the way companies cooperate and compete with one another. Through the continuous exchange of information and the...

    • Downloads: 291
  • For CIO Professionals

    Report:Quick Take: Nokia Takes Over Alcatel-Lucent

    Age-Of-The-Customer Dynamics Drive Consolidation Of Traditional Network Solution Vendors

    Nokia and Alcatel-Lucent entered into a memorandum of understanding under which Nokia will make an offer for Alcatel-Lucent in an all-share transaction that values Alcatel-Lucent at €15.6...

    • Downloads: 67