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 Titlesort descending Publication Touchpoints Pay/Free
2/2017 10 Key Marketing Trends for 2017 IBM Marketing Cloud Free
12/2018 10 Statistics You Need to Know About Influencer Marketing Influence.co Free
11/2018 12 CRM Features and Why You Need Them Capterra Free
4/2017 2017 Digital Marketing Campaigns Benchmark Report Listrak Free
2/2017 2017 Mobile Wallet Playbook:"Engaging the Other 80%" 3Cinteractive Free
9/2017 4 Steps to Convert the Online Window-Shopper Oracle Free
7/2015 A Bias For Action Canada Post Awareness, Consideration Free
2/2018 A Blueprint for Using Audience Insights in Marketing Strategies Yes LifeCycle Marketing Free
5/2016 A Design Process for a Customer Journey Map: A Case Study on Mobile Services Human Factors and Ergonomics in Manufacturing & Service Industries $
9/2016 A Global Perspective of Mobile Commerce Internet Advertising Bureau Consideration Free
10/2018 A guide to customer lifetime value, customer acquisition cost, and unit economics TechInAsia Free
8/2017 A Marketer's Guide to Forging Stronger Customer Relationships through Smarter Engagements Session M Free
7/2015 A Study Customer Journey Map for User Experience Analysis of Information and Communications Technology Service Design, User Experience, and Usability: Users and Interactions 14th International Research Conference in Service Management $
11/2012 Advertising effects vs. consumer consciousness - Results of an empirical study Periodica Polytechnica. Social and Management Sciences Free
12/2015 An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry GSTF Business Review Free
5/2013 Applying Customer Journey Methods in SST-based Service Design: A Proposed Methodology Advanced Institutes of Convergence Information Technology Free
7/2015 Augment Customer Journey Work With Expectation Mapping Forrester Report $
1/2012 Augmenting Customer Journey Maps with quantitative empirical data: a case on EEG and eye tracking University of Madeira Free
6/2016 B2B Marketers Must Step Up to Support Sales eMarketer Consideration $
11/2018 B2B Marketing Data Capturing and Managing Data for Actionable Insights emarketer $
10/2015 Best Practices for Making Live Chat a Must-Have Engagement Channel Gartner $
11/2014 Better Customer Relationships Require Trusted Data Forrester Report Loyalty $
6/2011 Brand And The Impact For eBusiness Forrester $
8/2015 Brand Attraction From Enriched Interaction CMO Council Free
6/2015 Breaking Through the Noise Canada Post Free