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
8/2015 Stakeholder marketing: theoretical foundations and required capabilities Academy of Marketing Science. Journal Free
1/2012 Customer Journey: Driving income and growth in tough markets Martin Wright Associates Free
12/2015 DIGITAL & MEDIA PREDICTIONS 2016: MARKETING, TECHNOLOGY AND THE EVOLVING MEDIA MIX Millward Brown Free
7/2017 The 2017 Voice of Customer Toolkit Medallia Free
6/2015 Breaking Through the Noise Canada Post Free
4/2017 People-Based Marketing: Intelligence for a New Age Visual IQ Free
6/2016 Designing the customer journey in a service delivery network: evidence from cancer patient treatments 14th International Research Conference in Service Management Free
7/2017 The Evolving E-Commerce Consumer Journey Channel Advisor Free
1/2015 Competing on Customer Journeys Harvard Business Review Loyalty Free
6/2016 Emotionally engaging customers in the digital age: the case study of "Burberry love" Journal of Fashion Marketing and Management Loyalty Free
4/2017 Customer Data Management: Next-Gen Tools for the Retail Industry Session M Free
1/2016 Value Creation in an Omnichannel World: Understanding the Customer Journey Conference Paper from University of St. Gallen Free
8/2017 A Marketer's Guide to Forging Stronger Customer Relationships through Smarter Engagements Session M Free
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers Free
1/2017 The State of Cash Back Offers: Consumer Insights for Retailers Retail Me Not Free
5/2013 Applying Customer Journey Methods in SST-based Service Design: A Proposed Methodology Advanced Institutes of Convergence Information Technology Free
8/2017 Customer Experience 2017: The Journey Toward Customer-Centricity Continues eMarketer Free
9/2015 This Time It's Personal - Discover How Valued Mail Can Drive Value for Advertisers Royal Mail Awareness Free
12/2011 Customer experience quality: an exploration in business and consumer contexts using repertory grid technique Journal of the Academy of Marketing Science Consideration Free
12/2015 An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry GSTF Business Review Free
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

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