Shar VanBoskirk

Vice President, Principal Analyst

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$122 Billion: The Marketing Technology and Services Investment Sticker Shock

Shar VanBoskirk April 24, 2018

At $90 billion today and growing to $122 billion by 2022, CMOs are pouring budgets into investments which align their organization’s operations with greater customer and experience focus. Planning and budgeting for the technology and services investments supporting these goals stands as a critical task for CMOs and will only get harder in the future. […]

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Alphabet's Earnings Emphasize A Skewed Value On Monopolies

Shar VanBoskirk April 28, 2017

I was speaking with my colleague Fatemeh Khatibloo about the strong Q1 2017 earnings that Alphabet just announced this week (I mean Alphabet the parent company of Google here, not the soup or anything to do with Letter People).  Alphabet revenues are up 29%, due largely to growth in mobile search and video ad sales. And […]

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Is Email Marketing As Good As It Is Ever Going To Get?

Shar VanBoskirk April 27, 2017

Many of you may know that at the beginning of March my colleague Rebecca McAdams who had been leading Forrester's email marketing research for the previous 18 months moved into an Advisor position with Forrester's customer experience leadership board.  With this change, I'm proud to reclaim email marketing as my very own.  Some of you […]

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How To Launch Customer Obsession

Shar VanBoskirk February 9, 2017

Since 2010, you’ve heard Forrester beating our customer obsessed drum.  It is our idea that in The Age of the Customer, your relationship with your customers are your primary competitive differentiator.  We’ve written a lot about how to put the customer at the center of your total operating model.  But a total customer-obsessed transformation can be […]

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US Digital Marketing Spend Will Near $120 Billion By 2021

Shar VanBoskirk January 24, 2017

Hot off the press: Forrester’s US Digital Marketing Forecast 2016 To 2021.  I’m proud to say that Forrester has been sizing spend on online and digital media for nearly twenty years.  My colleague Jim Nail launched this research in 1998, and I have been authoring our forecast reports since 2004.  Good thing neither Jim nor […]

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Brace Yourself. 2017 Is Coming.

Shar VanBoskirk October 31, 2016

Check out our Predictions 2017: The Post-Digital CMO Appears piece that just went live this morning. We can’t help but think CMOs feel a great deal of empathy for the characters in, Game of Thrones.  Westeros is a cutthroat environment riddled with cunning strategy, but also a profound amount of character turnover, shall we say. […]

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A Verizon/Yahoo! Deal Could Usher In Customer-Obsessed Omnichannel Experiences

Shar VanBoskirk July 8, 2016

Yahoo!'s assets are on the sales block. And of the several potentials in the final stages of the bidding process, Verizon is getting a lot of speculation, perhaps because many consider it unlikely that Verizon will/should take Yahoo! too after picking up that other Web fossil, AOL, one year ago.   Here are my thoughts: […]

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Post-Digital Marketers Use Customer Experience To Demonstrate Their Brand Promises

Shar VanBoskirk May 23, 2016

Customer experience is critical to business success.  But customer experience simply for customer experience sake can leave businesses chasing customer whims that don't align with operational goals or brand identity. (See Figure 5 in Thriving In A Post Digital World).  Forrester Senior Analyst Joana van den Brink-Quintanilha tackled this difficulty of balancing customer experience and […]

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Marketing Leaders Will Provoke Customer Obsession By Developing Post-Digital Strategies

Shar VanBoskirk May 23, 2016

And Forrester's Marketing 2016 Europe forum is under way! Forum host Melissa Parrish just kicked off our two days in London by acknowledging that ideas related to customer obsession aren't new per se.  John Spedan Lewis, originated the John Lewis Partnership in 1929 which distributed profits from the John Lewis department stores to employees, specifically so […]

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Has Technology Changed How We Think?

Shar VanBoskirk January 14, 2015

I've just started work on a report tentatively titled "How People Choose." I'm interested in studying how technology is influencing user decision processes. My hypothesis is that technology is fundamentally rewiring us so we actually rely more heavily on gut-based decisions than on well-rationalized ones. If you buy Daniel Kahneman's notions of fast and slow […]

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US Digital Marketing Will Pass TV In Two Years, Topping $100B By 2019

Shar VanBoskirk November 6, 2014

I am happy to announce the latest release of Forrester's five-year digital marketing forecast, a data-rich tool for budgeting, benchmarking, and identifying key trends to watch as you set your 2015 strategic plan. What you need to know: US Digital marketing spend will top $100 billion in five years. Just think about how big that is. […]

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SalesForce/ExactTarget Deal Means More Complexity For Marketers

Shar VanBoskirk June 4, 2013

This morning, salesforce.com announced plans to acquire marketing technology ExactTarget for $2.5 billion, a 53% premium over ExactTarget's (ET) closing price on Monday, June 3, 2016. My colleague Rob Brosnan and I put our heads together to think about the ramifications of this deal for the marketer clients we work with. We think the deal is a […]

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Epsilon Emphasizes Email Product (At Last!)

Shar VanBoskirk July 31, 2012

  I had breakfast a week ago with Taleen Ghazarian, the VP of Strategy and Planning and Bob Zurek the new SVP of Products from Epsilon.  The meeting was to re-introduce me to Zurek (full disclosure, he is a former Forrester analyst; worked on a lot of our CRM research several years ago) and brief me on his […]

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Marissa Mayer Doesn't Fit Yahoo!'s Needs

Shar VanBoskirk July 16, 2012

Yahoo! announced tonight that Google's Marissa Mayer would take over tomorrow as Yahoo!'s CEO and President.  Obviously Mayer has long experience in the space and brings good competitive knowledge, particularly related to search marketing.  But I'm disappointed by this choice, here's why. *Yahoo! needs a strategic visionary, not a product engineer.  Yahoo!'s fundamental problem is […]

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Kicking Off Forrester's Search Marketing Wave(s)

Shar VanBoskirk June 5, 2012

I’m doing it.  Waving three vendor categories at the same time.  And I can’t wait (seriously, no satire intended.) For those of you less familiar, Forrester’s Waves are detailed analyses of technology vendor and service providers done in order to help our user clients select the best partners for them. (Please note: the keyword in the […]

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Direct Marketers Share Smart Online Lessons

Shar VanBoskirk March 29, 2012

My colleague Sarah Takvorian attended the New England Direct Marketing Association’s (NEDMA) spring Marketing Technology Summit in Boston. Here are the lessons learned in Sarah’s words:  Create socially enabled marketing campaigns. In his keynote address, Harry Gold, CEO of Boston’s digital marketing firm Overdrive Interactive, reminded us that you don’t need a million Facebook fans […]

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CMO Best Practices For Hiring And Retaining Digital Talent

Shar VanBoskirk September 16, 2011

I’m currently working on a report around how to hire and retain good digital talent. So the CMO panel featuring Brian Lauber of OneAmerica, Jared Blank of Tommy Hilfiger, and Chris Krohn of Restaurant.com that addressed hiring and staffing was music to my ears.  A few takeaways on how to nurture your digital employees:  *Create an […]

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Best Buy CTO Shares How Marketing And IT Should Collaborate

Shar VanBoskirk September 16, 2011

I’m co-presenting next week at Forrester’s first-ever CIO/CMO Forum with my colleague Craig Symons, a VP and Principal Analyst from Forrester’s IT client group.  We’re hosting a discussion around how to budget for marketing technology purchases. So it was perfect to hear Robert Stephens, the CTO of Best Buy, talk at the Exact Target Connections Conference […]

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Making Connections Through Exact Target

Shar VanBoskirk September 16, 2011

I just spent the first part of the week at the Exact Target Connections Event. What a top-notch conference.  3,000 attendees Assiduous attention to detail Inspiring and fun speakers including a presentation from Aron Ralston whose survival story was retold in the movie 127 Hours And terrific industry content – I’ll post the lessons I […]

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With Or Without Bartz, Yahoo! Lacks Vision

Shar VanBoskirk September 7, 2011

Carol Bartz was fired by phone from her post as CEO of Yahoo! in what must have been a Trump-worthy conversation with Roy Boystock, Yahoo!'s Chairman of the Board. Tim Morse, Yahoo!'s current CFO will act as interim CEO and part of a larger executive committee to manage Yahoo! operations until a replacement CEO is found. I like […]

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