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
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
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
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
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
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
2/2015 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
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
7/2017 The 2017 Voice of Customer Toolkit Medallia Free
6/2015 Breaking Through the Noise Canada Post Free
8/2015 Stakeholder marketing: theoretical foundations and required capabilities Academy of Marketing Science. Journal Free
1/2012 Customer Journey: Driving income and growth in tough markets Martin Wright Associates Free
4/2017 People-Based Marketing: Intelligence for a New Age Visual IQ Free