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.

Education

Shar is a graduate of Harvard University.

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32 results in Reports

  • Shar VanBoskirk
  • Past 18 months
  • 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: 39
  • 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: 70
  • 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: 267
  • 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: 97
  • 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: 183
  • For B2C Marketing Professionals

    Report:The Email Marketing Review

    Assessment: The Email Marketing Playbook

    This report for marketing leaders 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...

    • Downloads: 166
  • 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: 105
  • For B2C Marketing Professionals

    Report:Use Email To Spark Contextual Interactions

    Vision: The Email Marketing Playbook

    This report of the email marketing playbook introduces Forrester's most recent vision of email marketing for marketing leaders: use email to identify and act upon customer context in order to improve...

    • Downloads: 154
  • For B2C Marketing Professionals

    Report:The Future Of Email Hinges On Context

    Executive Overview: The Email Marketing Playbook

    The rules for how best to message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

    • Downloads: 873
  • For B2C Marketing Professionals

    Report:The Best And Worst Of Paid Search In 2014

    Benchmarks: The Search Marketing Playbook

    Forrester applied its search marketing review methodology to more than 300 paid search ads from the travel, consumer packaged goods (CPG), automotive, financial services, business services, and...

    • Downloads: 240
  • For B2C Marketing Professionals

    Report:Transition From Search To Discovery Marketing

    Road Map: The Search Marketing Playbook

    Users are discovering brands across many types of media, while marketers still focus their acquisition efforts on search. To stay in the discovery path of their multichannel customers, search...

    • Downloads: 513
  • For B2C Marketing Professionals

    Report:Evolve From Search To Discovery Marketing

    Executive Overview: The Search Marketing Playbook

    The ways that consumers find websites, products, or answers have expanded from traditional search engines to include myriad social networks, content sites, and applications, among others. And the...

    • Downloads: 635
  • For B2C Marketing Professionals

    Report:The State Of Search Marketing, 2014

    Landscape: The Search Marketing Playbook

    Consumers continue to discover through myriad ways; affluent ones search more and through more channels. Even so, marketing leaders are not prepared to help targets find their products and services....

    • Downloads: 226
  • For B2C Marketing Professionals

    Report:The Search Marketing Operations Scorecard

    Processes: The Search Marketing Playbook

    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: 855
  • For B2C Marketing Professionals

    Report:Evaluate Your Search Marketing Programs

    Assessment: The Search Marketing Playbook

    Successful search marketers today must increasingly account for how well they help users discover their brands and products across mobile devices, social media, and nontraditional search engines such...

    • Downloads: 128
  • For B2C Marketing Professionals

    Report:Search Marketing Metrics Are Too Much And Not Enough

    Performance Management: The Search Marketing Playbook

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

    • Downloads: 465
  • For B2C Marketing Professionals

    Report:Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

    Customer-Obsessed Marketers Will Harness The Power Of Contextual Data To Deliver Highly Differentiating Brand Experiences

    The year 2015 will see the gap between customer-obsessed brands and the rest grow even wider. As more interaction data from multiple channels and touchpoints floods customer databases and marketing...

    • Downloads: 486
  • For B2C Marketing Professionals

    Report:US Digital Marketing Forecast, 2014 To 2019

    Spend Will Top $100 Billion, Overtaking Television Advertising

    By 2019, marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing — more than they will on broadcast and cable...

    • Downloads: 896
  • For B2C Marketing Professionals

    Report:Take Advantage Of Positive Email Attitudes

    Landscape: The Email Marketing Playbook

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2010 through 2014. Overall, attitudes toward email have become...

    • Downloads: 524
  • 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: 530
  • For B2C Marketing Professionals

    Report:Apply Best Practices To Your Email Marketing

    Processes: The Email Marketing Playbook

    This report highlights key processes that constitute best practices for interactive marketers whose responsibilities include email marketing. In an FAQ format, we address longstanding issues such as...

    • Downloads: 1580
  • For B2C Marketing Professionals

    Report:Topic Overview: 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: 481
  • For B2C Marketing Professionals

    Report:The Forrester Wave™: Email Marketing Vendors, Q3 2014

    An Evaluation Of Nine Enterprise-Class Email Vendors

    In Forrester's 34-criteria evaluation of email marketing vendors, we identified the nine most significant providers — Acxiom, Epsilon, Experian Marketing Services, Oracle Responsys, Salesforce...

    • Downloads: 779
  • For B2C Marketing Professionals

    Report:The Best And Worst Of Email Marketing, 2014

    Benchmarks: The Email Marketing Playbook

    This report helps marketing leaders benchmark their email marketing campaigns against 98 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial services,...

    • Downloads: 531
  • For B2C Marketing Professionals

    Report:Brief: Don't Worry About Encrypted Search

    Multiple Data Sources Can Help You Pivot To Discovery Marketing

    In September 2013, Google confirmed that it had restricted access to all organic search activity. Several months later, in April 2014, the company had also blocked paid search query data. No doubt...

    • Downloads: 99