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

Datesort ascending Title Publication Touchpoints Pay/Free
10/2018 Understanding Customer Engagement - How to Map and Make Sense of the Metrics that Matter eMarketer Pro $
10/2018 Subscription Scorecard Metric Deep Dive: Customer Lifetime Value and Customer Acquisition Cost Waterstone Free
10/2018 Measure The Return On Sales and Marketing Investments with the CLV:CAC Ratio Klipfolio Free
10/2018 A guide to customer lifetime value, customer acquisition cost, and unit economics TechInAsia Free
10/2018 SaaS Metrics 2.0 – Detailed Definitions forEntrepreneurs.com Free
9/2018 Forrester Analytics: Video Advertising Forecast, 2018 To 2023 (US) Forrester $
6/2018 Mobile Advertising: A Framework and Research Agenda Journal of Interactive Marketing Free
2/2018 Snapshot Report: Marketing Trends Across Retail and Consumer Goods Salesforce Free
2/2018 The Business Case for Optimizing Customer Journeys Merkle Free
2/2018 eMarketer Roundup: Mobile Marketing & Advertising Trends eMarketer Free
2/2018 ForeSee Experience Index: Retail CX Rankings Foresee Free
2/2018 A Blueprint for Using Audience Insights in Marketing Strategies Yes LifeCycle Marketing Free
1/2018 Integrated Marketing for Seamless Customer Experiences Acxiom Free
1/2018 The 2017 Consumer Content Report: Influence in the Digital Age Stackla Free
11/2017 Roundup: Driving Customer Engagement eMarketer Free
10/2017 The Customer-First Future of Marketing Sprinklr Free
10/2017 Roundup: Consumer Behavior eMarketer Free
10/2017 Using Analytics to Manage and Master the Shopper's Journey Session M Free
9/2017 4 Steps to Convert the Online Window-Shopper Oracle Free
9/2017 Roundup: Path to Purchase Beyond the Retail Vertical eMarketer Free
8/2017 The Age of the Adaptive Marketer - Meeting the Needs of the Connected Customer with Adaptive Brand Content TradePub Free
8/2017 A Marketer's Guide to Forging Stronger Customer Relationships through Smarter Engagements Session M Free
8/2017 Customer Experience 2017: The Journey Toward Customer-Centricity Continues eMarketer Free
7/2017 How Brands Annoy Fans - The Impact of Digital Advertising Experiences on Consumer Perceptions and Purchase Intent Marketing Charts Free
7/2017 Content Marketing: 11 Steps to Engage, Entertain, and Inform eMarketer Free

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