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.

Education

Shar is a graduate of Harvard University.

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22 results in Reports

  • Shar VanBoskirk
  • Past 18 months
  • 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 internet...

    • For B2C Marketing Professionals

      Report:Use Email To Spark Contextual Interactions

      Vision: The Email Marketing Playbook

      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 insights...

      • Downloads: 325
    • For B2C Marketing Professionals

      Report:Thriving In A Post-Digital World

      Adopt New Marketing Rules To Connect With Entitled Customers

      We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not more...

      • Downloads: 341
    • For B2C Marketing Professionals

      Report:Brief: Capture Customers With Click-To-Call

      Your customers are increasingly demanding contextually relevant experiences in their moments of need. Click-to-call ads offer a way to provide personal engagement through the facility of paid search...

      • Downloads: 116
    • For eBusiness & Channel Strategy Professionals

      Report:The Digital Maturity Model 4.0

      Benchmarks: Digital Business Transformation Playbook

      You know your firm needs to transform to place digital at the heart of its business strategy. But as a digital business leader, where do you start? Where do you focus your efforts? And as your firm...

      • Downloads: 653
    • For B2C Marketing Professionals

      Report:The Digital Maturity Model 4.0

      Measure Your Maturity And Develop A Digital Transformation Plan

      You know your firm needs to transform to place digital at the heart of its business strategy. But as a digital business leader, where do you start? Where do you focus your efforts? And as your firm...

      • Downloads: 193
    • For B2C Marketing Professionals

      Report:Positive Email Attitudes Continue

      Landscape: The Email Marketing Playbook

      Forrester has evaluated consumer email attitudes over the past five years, using our Consumer Technographics® data from 2012 through 2015. Overall, attitudes toward email have become...

      • Downloads: 741
    • For B2C Marketing Professionals

      Report:The Best And Worst Of Email Marketing, 2015

      Benchmarks: The Email Marketing Playbook

      This report helps marketing leadership professionals benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial...

      • Downloads: 476
    • For B2C Marketing Professionals

      Report:Choose The Right ESP For Your Needs

      Tools And Technology: The Email Marketing Playbook

      This report helps marketing leaders select tools and technologies to enhance their email marketing programs. Most email marketers outsource the delivery of their email marketing programs because it...

      • Downloads: 642
    • 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: 175
    • 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: 206
    • For B2C Marketing Professionals

      Report:Balance User Needs With Business Goals

      Strategic Plan: The Email Marketing Playbook

      This report articulates a strategic plan for how marketing leaders can improve their email programs today and create humanized, integrated messages in the future. We recommend that marketers build...

      • Downloads: 718
    • For Customer Insights Professionals

      Report:The Forrester Wave™: Customer Insights Services Providers, Q4 2015

      How 11 Vendors Compare Against Two Buying Scenarios

      We identified 11 significant customer insights (CI) services providers — Acxiom, Ansira, Epsilon, Experian Marketing Services, Harte Hanks, Merkle, Precision Dialogue, Rapp, Targetbase,...

      • Downloads: 434
    • For B2C Marketing Professionals

      Report:The Email Marketing Review

      Assessment: The Email Marketing Playbook

      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 review...

      • Downloads: 535
    • For B2C Marketing Professionals

      Report:Brief: Search Marketing Innovations To Watch

      In order to be discoverable, companies must be present based on where their users look for them and what they are looking for when they search. This report will highlight when and how B2C marketing...

      • Downloads: 250
    • For B2C Marketing Professionals

      Report:Brief: Count On Contextual Coupons

      Marketers Can Unlock Hidden Value With Deals And Discounts

      How consumers find, store, and use coupons has changed and marketers haven't kept up. This report reminds marketers of the benefits beyond sales that coupons can drive. It identifies coupon...

      • Downloads: 208
    • For B2C Marketing Professionals

      Report:Brief: Consumer Ad Attitudes Show Promise

      Use Context To Overcome Ad Fatigue

      Here's some good news for marketers: Advertising continues to drive sales and brand affinity, and ad attitudes have improved in several dimensions since 2012. However, consumers still feel...

      • Downloads: 156
    • For B2C Marketing Professionals

      Report:Brief: The Local Marketing Opportunity

      Showcase Your National Brand Where It Matters Most

      Now is the time to initiate a local digital marketing strategy; new technologies have lowered the barriers that previously made marketers shy away from the scale issues associated with local. This...

      • Downloads: 208
    • For B2C Marketing Professionals

      Report:How People Choose

      Get People To Do What You Want By Limiting Decision Stress

      Marketers miscalculate how consumers make purchase decisions. Why? Because the rapid adoption of digital technology gives marketers a false sense of precision about how they predict consumer behavior...

      • Downloads: 605
    • For B2C Marketing Professionals

      Report:Context In Email Marketing Pays Off

      Performance Management: The Email Marketing Playbook

      In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, which...

      • Downloads: 264
    • For B2C Marketing Professionals

      Report:The Time Is Right For Email Innovation

      Road Map: The Email Marketing Playbook

      There's no doubt about it: Contextual marketing will reorient the role that email plays in your digital marketing toolkit. But marketing leaders need not abandon existing email campaigns in the name...

      • Downloads: 367
    • For B2C Marketing Professionals

      Report:Context Enriches Email Marketing

      Continuous Improvement: The Email Marketing Playbook

      Shifting email marketing efforts to support customer context need not be a complete departure from marketing leaders' existing email best practices. In fact, just expanding your current use of...

      • Downloads: 220