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
3/2013 Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course Forrester Report $
2/2016 Data governance and digital transformation: Using the customer journey to define a framework Applied Marketing Analytics $
3/2012 Is An Advertisement Worth The Paper It's Printed on? The Impact of Premium Print Advertising On Consumer Perceptions Journal of Advertising Research $
8/2012 Rapid e-learning puts Canon sales team in the picture Training & Management Development Methods $
12/2015 Your Digital Experience Technology Strategy Starts With A Customer Journey Map Forrester Report $
1/2012 How Does Social Media Contribute To Customer Experience? Let Us Count The Ways Forrester Report $
5/2013 Listening to Students: Customer Journey Mapping at Birmingham City University Library and Learning Resources New Review of Academic Librarianship $
8/2015 Play Three: Predict the Customer Journey for Life Cycle Marketing Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data $
3/2014 Innovative ways companies are using design thinking Strategy & Leadership $
1/2016 How To Assess The Quality Of Your Customer Journey Maps Forrester Report $
6/2016 Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys Journal of Retailing Consideration $
6/2016 Market Guide for Customer Journey Analytics Gartner $
4/2015 Experience co-creation in financial services: an empirical exploration Journal of Service Management $
6/2013 Customer journey measures - State of the art research and best practices SINTEF Research $
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 $
2/2015 Smart technologies for personalized experiences: a case study in the hospitality domain Electronic Markets $
11/2015 Four Approaches To Customer Journey Mapping: When And How To Use Them Forrester Report $
9/2013 The case of Amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus Journal of Services Marketing $
5/2015 Technology Overview for Customer Journey Analytics Gartner $
1/2011 Executive Q&A: Design Personas And Customer Journey Maps Forrester Report $
3/2013 Using the customer journey to road test and refine the business model Strategy & Leadership $
11/2015 Connecting Process to Customer: Take the Customer Journey Gartner $
12/2015 How to wow with service innovation: Trend-spotting approach to unique lifestyles Strategic Direction $
6/2014 Expanded Customer Journey Map: Interaction Mapping Framework Based on Scenario Communications in Computer and Information Science $
9/2018 Forrester Analytics: Video Advertising Forecast, 2018 To 2023 (US) Forrester $