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
4/2017 Separating Signal From Noise Bazaar Voice Free
6/2014 Mapping customer journeys in multichannel decision-making Journal of Direct, Data and Digital Marketing Practice Free
8/2017 The Age of the Adaptive Marketer - Meeting the Needs of the Connected Customer with Adaptive Brand Content TradePub Free
2/2015 The Private Life of Mail: Mail in the Home, Heart and Head. Royal Mail Free
11/2012 Advertising effects vs. consumer consciousness - Results of an empirical study Periodica Polytechnica. Social and Management Sciences Free
3/2019 How to Use Social Media at Every Stage of the Funnel [Free Guide] Hubspot Free
12/2015 An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry GSTF Business Review Free
9/2017 4 Steps to Convert the Online Window-Shopper Oracle Free
6/2015 Enhancing the Value of Mail: The Human Response USPS OIG Awareness Free
10/2018 Subscription Scorecard Metric Deep Dive: Customer Lifetime Value and Customer Acquisition Cost Waterstone Free
4/2015 Do Marketers Act on Data Insights? eMarketer Free
5/2017 US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media e-Marketer Free
9/2017 Roundup: Path to Purchase Beyond the Retail Vertical eMarketer Free
5/2016 The Purpose-Built Experience CMO Council Free
10/2018 Measure The Return On Sales and Marketing Investments with the CLV:CAC Ratio Klipfolio Free
4/2016 Marketers Struggle to Map Multichannel Customers' Journeys eMarketer Free
5/2017 The Motivated Mobile Customer YieldBot Free
10/2017 The Customer-First Future of Marketing Sprinklr Free
8/2015 Brand Attraction From Enriched Interaction CMO Council Free
10/2018 A guide to customer lifetime value, customer acquisition cost, and unit economics TechInAsia Free
8/2015 Social Integration Tops CRM Users' Wish Lists eMarketer Free
How to Choose the Best Social Media Platforms for Your Business OttawayDigital Free
5/2016 Supporting Redesign of C2C Services Through Customer Journey Mapping Service Design Geographies. Proceedings of the ServDes.2016 Conference Free
4/2017 2017 Digital Marketing Campaigns Benchmark Report Listrak Free