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
5/2016 The Purpose-Built Experience CMO Council Free
12/2013 The Service Delivery Network (SDN): A Customer-Centric Perspective of the Customer Journey Journal of Service Research : JSR $
1/2017 The State of Cash Back Offers: Consumer Insights for Retailers Retail Me Not Free
9/2013 The Truth About Customer Experience Harvard Business Review $
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel Free
12/2014 The voice as a relationship milestone Journal of Direct, Data and Digital Marketing Practice Consideration $
9/2015 This Time It's Personal - Discover How Valued Mail Can Drive Value for Advertisers Royal Mail Awareness Free
11/2013 Time-Weighted Multi-Touch Attribution and Channel Relevance in the Customer Journey to Online Purchase Journal of Statistical Theory and Practice $
12/2014 Transition From Search To Discovery Marketing Forrester $
5/2016 Understanding Customer Experience throughout the Customer Journey Journal of Marketing $
7/2016 Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops International Journal of Marketing Studies Free
5/2017 US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media e-Marketer Free
6/2016 Use Customer Journey Analytics to Align Marketing and Digital Commerce Gartner $
10/2015 Use Three Digital Commerce Marketing Techniques to Increase In-Store Sales Gartner $
10/2017 Using Analytics to Manage and Master the Shopper's Journey Session M Free
3/2013 Using the customer journey to road test and refine the business model Strategy & Leadership $
1/2016 Value Creation in an Omnichannel World: Understanding the Customer Journey Conference Paper from University of St. Gallen 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 $
2/2015 What Are the Benefits of Marketing Automation? eMarketer Consideration Free
9/2015 What CX Pros Need To Know About The Customer Life Cycle Forrester Report $
5/2012 What To Look For When Hiring Consultants To Help With Customer Journey Maps Forrester Report $
3/2015 Why You Need to Rethink Your Customer Self-Service Strategy Gartner $
12/2015 Your Digital Experience Technology Strategy Starts With A Customer Journey Map Forrester Report $