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
8/2017 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
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 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
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
9/2017 4 Steps to Convert the Online Window-Shopper Oracle Free
6/2015 Enhancing the Value of Mail: The Human Response USPS OIG Awareness Free
4/2015 Do Marketers Act on Data Insights? eMarketer Free
4/2017 WHAT CUSTOMER EXPERIENCE PROFESSIONALS MUST DO TO BE RELEVANT TO THE C-SUITE Walker Information Free
5/2016 The Purpose-Built Experience CMO Council Free
4/2016 Marketers Struggle to Map Multichannel Customers' Journeys eMarketer Free
5/2017 US Adults Now Spend 12 Hours 7 Minutes a Day Consuming Media e-Marketer Free
9/2017 Roundup: Path to Purchase Beyond the Retail Vertical eMarketer Free
8/2015 Brand Attraction From Enriched Interaction CMO Council Free
8/2015 Social Integration Tops CRM Users' Wish Lists eMarketer Free
5/2016 Supporting Redesign of C2C Services Through Customer Journey Mapping Service Design Geographies. Proceedings of the ServDes.2016 Conference Free
5/2017 The Motivated Mobile Customer YieldBot Free
10/2017 The Customer-First Future of Marketing Sprinklr Free
5/2015 Creating Optimal Customer Journeys with Programmatic Marketing WBR Digital Free

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