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
5/2016 Understanding Customer Experience throughout the Customer Journey Journal of Marketing $
5/2016 Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues Journal of Interactive Marketing $
5/2016 Marketing Data Yields Accurate Decisions for SMBs Worldwide eMarketer Free
4/2016 Marketers Struggle to Map Multichannel Customers' Journeys eMarketer Free
4/2016 How to Align Customer Experience With Marketing Channel Operations Gartner $
4/2016 Brief: Choose From Four Approaches To Build Your Community Forrester $
4/2016 Multichannel Marketing—Navigating the Increasingly Complex Customer Journey eMarketer $
4/2016 State of Inbound Channel Marketing 2016 Averetek Free
3/2016 Ten Steps for Planning Your Customer Engagement Hub Gartner $
2/2016 Mobile payment technologies in retail: A review of potential benefits and risks International Journal of Retail & Distribution Management $
2/2016 Brief: Why You're Stuck With Content And Commerce Platforms For Now Forrester Report $
2/2016 Data governance and digital transformation: Using the customer journey to define a framework Applied Marketing Analytics $
1/2016 Customer Journey Maps for Demographic Online Customer Profiles International Journal of Virtual Communities and Social Networking $
1/2016 Path to Purchase in the UK: Digital Beginnings but Multiple Purchase Points eMarketer Consideration Free
1/2016 How To Assess The Quality Of Your Customer Journey Maps Forrester Report $
1/2016 Value Creation in an Omnichannel World: Understanding the Customer Journey Conference Paper from University of St. Gallen Free
12/2015 An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry GSTF Business Review Free
12/2015 Walking a Mile in the User's Shoes: Customer Journey Mapping as a Method to Understanding the User Experience Internet Reference Services Quarterly $
12/2015 How to Unite Advertising With Multichannel Marketing Gartner $
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
12/2015 Your Digital Experience Technology Strategy Starts With A Customer Journey Map Forrester Report $
12/2015 How to wow with service innovation: Trend-spotting approach to unique lifestyles Strategic Direction $
12/2015 Fresh perspectives on customer experience The Journal of Service Marketing $
12/2015 Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension International Journal of Research in Marketing Loyalty $