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  • Marketing Measurement
  • Shar VanBoskirk

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The Marketing Measurement And Insights Playbook For 2019

Cross-Channel Attribution Puts The Science In Marketing Measurement

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

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  • Report Positive Email Attitudes Continue

    Consumers Are Satisfied With The Email Experience
    January 3, 2017 | Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly...

  • Report Context In Email Marketing Pays Off

    Use Forrester's Cost-Benefit Calculator To Measure ROI
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we provide a cost-benefit calculator to help marketing...

  • Report Predictions 2016: Personal At Last For CI Professionals

    How CI Pros Will Crack The Contextual Code To Reach And Engage Individuals

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate...

  • Report Predictions 2016: Personal At Last For B2C Marketers

    How Innovative B2C Marketers Will Crack The Contextual Code To Reach And Engage Individuals
    November 13, 2015 | Shar VanBoskirk, Luca S. Paderni, Brigitte Majewski

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate...

  • Report The Search Marketing Operations Scorecard

    December 4, 2014 | Shar VanBoskirk

    Marketing leaders looking to evolve current search marketing efforts into customer-obsessed discovery marketing programs will find they can't do so without setting up a solid operational foundation...

  • Report Search Marketing Metrics Are Too Much And Not Enough

    November 26, 2014 | Shar VanBoskirk

    Marketing leaders struggle to gain insights from the muck of search marketing metrics they track. In this report, we organize metrics to help create order and recommend that marketing leaders apply...

  • Report The Forrester Wave™: SEO Platforms, Q4 2012

    Rio SEO Leads, With BrightEdge Following As A Strong Performer
    October 31, 2012 | Shar VanBoskirk

    Forrester's 21-criteria evaluation of SEO platforms evaluates the four largest providers of tools for organic search auditing, ranking support, measurement, and project management: BrightEdge,...

  • Report Value Your Subscribers More Accurately

    What Is An Email Subscriber Worth?
    August 8, 2012 | Shar VanBoskirk

    This report provides interactive marketers with advice on email marketing performance management, with a focus specifically on list maintenance. We've outlined a basic formula for calculating email...

  • Report How B2B Firms Can Improve Their Email Marketing

    October 12, 2011 | Shar VanBoskirk

    B2B email marketing programs still trail B2C programs in terms of their customer centricity, in part because of the complexity of business products, the poor alignment of marketing and sales, and...

  • Report Benchmark Your Interactive Marketing Maturity

    Five Key Metrics For Tracking Progress
    October 5, 2011 | Shar VanBoskirk

    Are your interactive marketing efforts keeping pace with the marketplace? In this report for interactive marketers, Forrester identifies the five key benchmarks that help you gauge how well you are...

  • Report The New Interactive Marketing Maturity Model

    How CORE Can Help Improve Your Interactive Sophistication
    July 27, 2011 | Shar VanBoskirk

    Interactive marketer maturity today looks strikingly like it did when we introduced our original interactive marketing maturity model in 2008. This is likely due to increased market complexity and...

  • Report Case Study: InterContinental Hotels Group Consolidates Email And Data Management

    May 9, 2011 | Shar VanBoskirk

    InterContinental Hotels Group (IHG) revamped its email program during a customer relationship management (CRM) system upgrade. It unified its customer data into one database, consolidated email...

  • Report The Future Of Interactive Marketing

    How Embracing CORE Directives Will Help You Foster Adaptability
    April 4, 2011 | Shar VanBoskirk, Emily Riley

    Interactivity is changing life as we know it, a scope too big for most firms' siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower...

  • Report Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response
    March 21, 2011 | Shar VanBoskirk

    Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

  • Report Automation Helps Marketers Scale Organic Search

    February 22, 2011 | Shar VanBoskirk

    Marketers can now use standalone technologies to automate the SEO audits, prioritize SEO tactics, and measure results — efforts that have been available primarily through services engagements to...

  • Report How To Integrate Email With Search Marketing

    Coordinating Email And Search Can Jump-Start Integrated Marketing
    September 10, 2010 | Shar VanBoskirk

    Interactive marketers can ease into integrated marketing by starting small and coordinating the efforts of two of the more established channels: email and search. This process requires simple...

  • Report Getting Email Marketing Measurement Right

    Four Measures That Matter Most
    December 30, 2009 | Shar VanBoskirk, David Daniels

    While more marketers focus on episodic measures of success that include click-through and open rates, less are honing in on more meaningful metrics that include returns on investment (ROIs),...

  • Report Retailers Boost IM Spend To Drive Online Sales

    December 24, 2009 | Shar VanBoskirk

    Retailers today account for the largest interactive marketing (IM) spend of all industries due to their direct marketing heritage and reliance on the Web as a sales channel. We expect retail...

  • Report Consumer Advertising Attitudes Rebound

    A Customer-Guided Approach Will Further Ad Relevance
    July 13, 2009 | Shar VanBoskirk

    Consumer attitudes toward advertising improved in 2008. US adults find ads more conversational, helpful during the purchase process, and less disruptive. This result is due to marketer improvements...

  • Report Who Still Loves Ads?

    Use Ad Affirmers To Drive Sales And Brand Awareness
    November 7, 2008 | Shar VanBoskirk

    Amid the increasing consumer disdain for advertising, there is one glimmer of light: 6% of US adults — a group Forrester calls Ad Affirmers — like advertising and are valuable marketer targets. Not...

  • Report Know Your Online Video Audience

    November 4, 2008 | Shar VanBoskirk

    It's time to advertise in online video. Today's online video viewers are active broadband consumers who make valuable advertising targets. But not all online video viewers are created equal: Varied...

  • Report Interactive Marketing Channels To Watch, 2008

    Better Goals Will Unlock New Channel Adoption
    August 29, 2008 | Shar VanBoskirk

    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...

  • Report Getting More Out Of Online Ads

    What Beyond Ad Format Will Improve Display Media Performance
    April 30, 2008 | Shar VanBoskirk

    Many marketers believe that ad format determines campaign performance. While ad format does influence campaign results, it is not the only factor that does so. Forrester advises that marketers use...

  • Report Get Serious With Search Marketing

    How to Move Past Current Search Marketing Attitudes And Behaviors
    August 20, 2007 | Shar VanBoskirk

    Search is well-adopted as a marketing medium — 85% of marketers are using, piloting, or planning to pilot search marketing programs this year. Yet most search marketing programs are tiny, and...

  • Report DoubleClick Makes Google A One-Stop Shop

    But Marketers Should Still Advertise Across Media Partners
    April 18, 2007 | Shar VanBoskirk

    Online behemoth Google showed that it still had room to grow on April 13 when it announced it would acquire long-time online advertising veteran DoubleClick for $3.1 billion. The deal trumps...

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