A key marketing goal is to reach consumers at moments that most influence their decisions during the customer journey. Whether using television, radio, direct mail, or digital to connect with customers , understanding when in the buying process consumers are open to influences is crucial to maximize the effectiveness of each marketing channel and optimize customer experience. This page contains market research about when consumers’ absorb, retain, or act on various media types or how they can be optimally combined to yield the greatest return on investment for the marketer along the customer journey.

Customer Journey Research

Date Title Publication Touchpoints Pay/Freesort descending
10/2014 Real-Time Advertising Business & Information Systems Engineering Free
4/2016 State of Inbound Channel Marketing 2016 Averetek Free
6/2017 Mastering Identity Mapping of the Connected Consumer 4 Info Free
9/2016 A Global Perspective of Mobile Commerce Internet Advertising Bureau Consideration Free
1/2016 Path to Purchase in the UK: Digital Beginnings but Multiple Purchase Points eMarketer Consideration Free
1/2012 Augmenting Customer Journey Maps with quantitative empirical data: a case on EEG and eye tracking University of Madeira Free
11/2016 Full-Funnel Marketing Strategies Ad Roll Free
7/2016 Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops International Journal of Marketing Studies Free
6/2017 Building Consumer Brand Infatuation: How Popular Retail and Travel Brands are Crushing Customer Churn with Great Experiences Signal Free
6/2009 The Customer Decision Journey McKinsey Quarterly Free
5/2016 Marketing Data Yields Accurate Decisions for SMBs Worldwide eMarketer Free
11/2014 Creating Sustainable Digital Experiences GfK Marketing Intelligence Review Free
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel Free
6/2017 Roundup: Right Message, Right Time, Right Target eMarketer Free
9/2016 Postal Strategies for Omni-channel Marketing and Compliance Success GreyHair Free
12/2015 The Motives and Benefits Of Using Customer Experience Led Differentiators In The Re-Launching Of A Failed Product Advances in Business-Related Scientific Research Journal Free
2/2015 What Are the Benefits of Marketing Automation? eMarketer Consideration Free
11/2015 Design For Service Innovation Journal of Service Science (Online) Free
2/2017 2017 Mobile Wallet Playbook:"Engaging the Other 80%" 3Cinteractive Free
7/2013 Inferring marketing channel relevance in the customer journey to online purchase. Durham University Free
7/2017 How Brands Annoy Fans - The Impact of Digital Advertising Experiences on Consumer Perceptions and Purchase Intent Marketing Charts Free
2/2017 10 Key Marketing Trends for 2017 IBM Marketing Cloud Free
7/2017 Content Marketing: 11 Steps to Engage, Entertain, and Inform eMarketer Free
7/2015 A Bias For Action Canada Post Awareness, Consideration Free
8/2015 Stakeholder marketing: theoretical foundations and required capabilities Academy of Marketing Science. Journal Free

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