Shar VanBoskirk

VP, Principal Analyst serving CMO PROFESSIONALS

Shar serves CMOs. 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.

Shar VanBoskirk's Research

  • For B2C Marketing Professionals

    Report: The Email Marketing Review

    This report for marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic r...

  • For B2C Marketing Professionals

    Report: The Future Of Email Hinges On Context

    Today customers access their email from multiple devices, in parallel with social media and text messages. And they expect contextually relevant communications to fit their immediate need and pr...

  • For B2C Marketing Professionals

    Report: Brief: Bad Email Deliverability Hurts Customer Relationships

    Ensuring that email messages make it to the inbox still matters to email marketers. Spam volumes continue to increase, while internet service providers (ISPs) continuously adjust their spam filt...

  • For B2C Marketing Professionals

    Report: Quick Take: Verizon Takes On Google And Facebook With Yahoo Acquisition

    On July 25, 2016, Verizon announced that it would add Yahoo to its innovation and new businesses division, which picked up AOL in May 2015. This move marks the end of the slow decline of interne...

  • For B2C Marketing Professionals

    Report: Use Email To Spark Contextual Interactions

    We're in a post-digital world, and B2C marketers must use email to identify and act upon customer context in order to improve email marketing performance and embed the resulting contextual insig...

  • For B2C Marketing Professionals

    Report: US Interactive Marketing Forecast, 2009 To 2014

    Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertisi...

  • For B2C Marketing Professionals

    Report: US Interactive Marketing Forecast, 2007 To 2012

    Interactive marketing over the next five years will not be dominated by a single revolutionary channel. Forrester forecasts that interactive marketing spend will grow to $61 billion by 2012, an ...

  • For B2C Marketing Professionals

    Report: US Interactive Marketing Forecast, 2011 To 2016

    By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and...

  • For B2C Marketing Professionals

    Report: Topic Overview: Interactive Marketing

    Interactive marketing tactics are crucial for marketers who seek new ways to create relevant and engaging customer communications. Forrester's interactive marketing research studies current and ...

  • For B2C Marketing Professionals

    Report: US Interactive Marketing Forecast By Industry, 2009 To 2014

    Although interactive marketing is poised to grow at a 17% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest ...

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