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.

Refine your results

Date Range





Market Imperatives




Sorry — your search returned 0 results, so we expanded it to include Everything.

51560 results in Everything

    • For CMO Professionals

      Blog:Making Sense of Blockbuster and Circuit City

      This Wall Street Journal story seemingly has the goods on Blockbuster's bid for Circuit City. It has nothing to do with industries or markets or even - gawd forbid - "synergy" or "convergence", and...

      • For CMO Professionals

        Blog:For Pete's Sake, Don't Base (Mobile) Forecasts on User Attitudes Toward Advertising

        It's a little disconcerting that the normally supply-side biased -- and that's a good thing in many cases -- Silicon Alley Insider parrots lame not-all-that-relevant consumer research on mobile ads....

        • For CIO Professionals

          Blog:Do You Have A Handle On Game-Changing IT Trends?

          Maybe it’s because it’s planning season. Maybe it’s because they’re just tired of focusing on cost-cutting and incremental improvements. Or maybe the IT to Business...

          • Charts & Figures:Global And Domestic Trends Of Mobile Business Initiatives

            The Mobile IDEA Cycle Is The Key To Improving Chinese Customer Engagement

          • Blog:US Mobile Advertising Spending To Reach $40 Billion By 2019

            The advertising industry mega-trend of the last decade — ad dollars shifting from offline to online media — is continuing in this decade, as well. This is because more and more users are...

            • For Enterprise Architecture Professionals

              Charts & Figures:Global And Domestic Trends Of Mobile Business Initiatives

              The Mobile IDEA Cycle Is The Key To Improving Chinese Customer Engagement

            • Blog:SAP Acquires Sybase To Capture Mobile Momentum

              Earlier this week SAP acquired Sybase for $5.8 billion. Blogs from my colleagues Stefan Ried and Holger Kisker primarily address the database and business analytics components of the acquisition....

              • For CMO Professionals

                Blog:AOL to Acquire Bebo

                Not bad. Bebo has a good youth focus with its social network, strong presence in the UK, and is doing smart things with more professional content. Not entirely clear what AOL brings to the picture...

                • For CMO Professionals

                  Blog:An Agency's First Step To Getting "Connected"

                  [Posted by Peter Kim] Thanks to Mary Beth Kemp, my colleague and co-author of The Connected Agency report, for taking the lead on this new Forrester blog called Agency Futures.  So...

                  • For eBusiness & Channel Strategy Professionals

                    Report:Brief: Five Lessons From Five Cyber Mondays

                    Insights From US eCommerce's Biggest Day Of The Year

                    Cyber Monday, the Monday after Black Friday, is now the biggest shopping day of the year for online retailers in the US. In fact, online retail sales exceeded $2 billion on Cyber Monday in 2014. In...

                    • Downloads: 124
                  • For B2C Marketing Professionals

                    Blog:Embrace Utility Marketing — Even If You're Not A US Brand

                    Last month I blogged about the impressive growth of always addressable customers among US online adults. We've just seen the data for Europe, and I can confirm what we all knew...

                    • For Enterprise Architecture Professionals

                      Charts & Figures:Mobile Development Platform Preferences In China And Globally

                      The Mobile IDEA Cycle Is The Key To Improving Chinese Customer Engagement

                    • For Enterprise Architecture Professionals

                      Blog:The Future Of EA

                      A client recently requested a presentation on the future of enterprise architecture. I always enjoy these types of topics, partly because they give me some latitude to think creatively but also...

                      • For B2C Marketing Professionals

                        Blog:Guest Post: James McDavid On How Smirnoff's "Nightlife Exchange" Brought Social Media Offline

                        I've always loved examples of the crossover between online and offline influence; my 2009 report The Analog Groundswell contains some of my favorite examples of that overlap. Our new...

                        • For CMO Professionals

                          Blog:So That's Journalism...

                          In a 1,100 word story about the alleged prostitute who brought down NY governor Eliot Spitzer, the NY Times' two bylined reporters (with help from three others) spend about 250 words on an interview...

                          • For CMO Professionals

                            Blog:The New Mediators of Media Get Mediated

                            This is a fascinating debate, and I'm not just saying that because bloggers are being hoist by their own petard. There's more than a little disagreement on whether it's good to have your content...

                            • For B2C Marketing Professionals

                              Report:Executive Q&A: Five Key Questions To Kick Off Your Mobile Video Advertising Strategy

                              It's Time To Think Outside The Reel

                              Mobile video advertising is the new shiny object in the nascent mobile ad market, and marketing leaders want more clarity on the merits and execution of this promising format. Too many marketers...

                              • Downloads: 97
                            • For Customer Experience Professionals

                              Charts & Figures:CFM Solutions Support Key VoC Activities

                            • For CIO Professionals

                              Report:Three Fundamentals Of BPM Governance

                              Large, cross-functional business process management (BPM) programs cannot function without well-designed governance, undertaken with substantial involvement from business stakeholders and process...

                              • Downloads: 845
                            • For B2B Marketing Professionals

                              Blog:Two Upcoming Reports On Marketing Automation Made In Europe

                              Forrester is about to publish two of my reports discussing the state of marketing automation in Europe; one focuses on European buyers and the other on European vendors (they are currently with the...

                              • For Enterprise Architecture Professionals

                                Charts & Figures:On-Premises Versus Public Database-As-A-Service

                              • For CIO Professionals

                                Blog:SAP’s Sustainability Journey To A Next Gen ERP

                                On Thursday, May 13, 2010 SAP released its new sustainability report. The report achieved an A+ GRI rating versus the B+ for the previous 2008 one. It uses videos and interactive elements to tell a...

                                • For B2B Marketing Professionals

                                  Blog:The Credibility Crisis Of Competitive And Market Intelligence

                                  Leaders of competitive and market intelligence teams know that something is wrong. They tell Forrester this every day. They describe it as being similar to when your car doesn’t drive quite...

                                  • For Enterprise Architecture Professionals

                                    Charts & Figures:Firms Aren't Optimized To Handle Disruption And Seize Opportunities

                                    Assessment: The Emerging Technology Playbook

                                  • For CMO Professionals

                                    Charts & Figures:Hyundai's Journey To 21st Century Brand Prominence

                                  • For CMO Professionals

                                    Blog:Plug.IN Webinar Today

                                    Join me and Michael Gartenberg today for what will be a lively discussion on the future of the music bidness. JupiterResearch's Plug.IN Webinar Digital Music Trends & Outlook March 11th, 2008 1pm...