A key marketing goal is to reach consumers at moments that most influence their decisions. 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. This page contains 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.

Customer Journey Research

Date Title Publication Touchpoints Pay/Freesort descending
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
11/2014 Creating Sustainable Digital Experiences GfK Marketing Intelligence Review Free
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel Free
9/2016 Postal Strategies for Omni-channel Marketing and Compliance Success GreyHair Free
2/2015 What Are the Benefits of Marketing Automation? eMarketer Consideration Free
11/2015 Design For Service Innovation Journal of Service Science (Online) Free
2/2017 2017 Mobile Wallet Playbook:"Engaging the Other 80%" 3Cinteractive Free
7/2013 Inferring marketing channel relevance in the customer journey to online purchase. Durham University Free
2/2017 10 Key Marketing Trends for 2017 IBM Marketing Cloud Free
7/2015 A Bias For Action Canada Post Awareness, Consideration Free
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
6/2015 Breaking Through the Noise Canada Post 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 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
1/2015 Competing on Customer Journeys Harvard Business Review 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
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers 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
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
9/2015 This Time It's Personal - Discover How Valued Mail Can Drive Value for Advertisers Royal Mail Awareness Free