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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23 results in Reports

  • Shar VanBoskirk
  • Marketing Measurement
  • For B2C Marketing Professionals

    Report:The Future Of Interactive Marketing

    How Embracing CORE Directives Will Help You Foster Adaptability

    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...

    • Downloads: 2277
  • For B2C Marketing Professionals

    Report:Interactive Marketing Channels To Watch, 2008

    Better Goals Will Unlock New Channel Adoption

    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 social...

    • Downloads: 1708
  • For B2C Marketing Professionals

    Report:Getting More Out Of Online Ads

    What Beyond Ad Format Will Improve Display Media Performance

    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...

    • Downloads: 1612
  • For B2C Marketing Professionals

    Report:Get Serious With Search Marketing

    How to Move Past Current Search Marketing Attitudes And Behaviors

    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...

    • Downloads: 1616
  • For B2C Marketing Professionals

    Report:Benchmark Your Interactive Marketing Maturity

    Five Key Metrics For Tracking Progress

    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...

    • Downloads: 914
  • Report:Know Your Online Video Audience

    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...

    • Downloads: 959
  • For B2C Marketing Professionals

    Report:The New Interactive Marketing Maturity Model

    How CORE Can Help Improve Your Interactive Sophistication

    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...

    • Downloads: 816
  • For B2C Marketing Professionals

    Report:The Search Marketing Operations Scorecard

    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...

    • Downloads: 919
  • For B2C Marketing Professionals

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

    Rio SEO Leads, With BrightEdge Following As A Strong Performer

    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,...

    • Downloads: 754
  • For B2C Marketing Professionals

    Report:Getting Email Marketing Measurement Right

    Four Measures That Matter Most

    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),...

    • Downloads: 792
  • For B2C Marketing Professionals

    Report:How To Integrate Email With Search Marketing

    Coordinating Email And Search Can Jump-Start Integrated Marketing

    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 changes...

    • Downloads: 817
  • For B2C Marketing Professionals

    Report:Value Your Subscribers More Accurately

    What Is An Email Subscriber Worth?

    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...

    • Downloads: 777
  • For B2B Marketing Professionals

    Report:How B2B Firms Can Improve Their Email Marketing

    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...

    • Downloads: 661
  • For B2C Marketing Professionals

    Report:Consumer "Ad-itudes" Stay Strong

    Better Trust Will Improve Ad Response

    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...

    • Downloads: 512
  • For B2C Marketing Professionals

    Report:Consumer Advertising Attitudes Rebound

    A Customer-Guided Approach Will Further Ad Relevance

    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...

    • Downloads: 465
  • For B2C Marketing Professionals

    Report:Retailers Boost IM Spend To Drive Online Sales

    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...

    • Downloads: 543
  • For B2C Marketing Professionals

    Report:Search Marketing Metrics Are Too Much And Not Enough

    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...

    • Downloads: 534
  • For B2C Marketing Professionals

    Report:Who Still Loves Ads?

    Use Ad Affirmers To Drive Sales And Brand Awareness

    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...

    • Downloads: 391
  • For B2C Marketing Professionals

    Report:Automation Helps Marketers Scale Organic Search

    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...

    • Downloads: 536
  • For B2C Marketing Professionals

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

    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...

    • Downloads: 510
  • For B2C Marketing Professionals

    Report:Predictions 2016: Personal At Last For B2C Marketers

    How Innovative B2C Marketers 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...

    • Downloads: 198
  • For B2C Marketing Professionals

    Report:DoubleClick Makes Google A One-Stop Shop

    But Marketers Should Still Advertise Across Media Partners

    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...

    • Downloads: 202
  • For Customer Insights Professionals

    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...

    • Downloads: 169