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 Publicationsort descending Touchpoints Pay/Free
1/2016 Customer Journey Maps for Demographic Online Customer Profiles International Journal of Virtual Communities and Social Networking $
12/2014 The voice as a relationship milestone Journal of Direct, Data and Digital Marketing Practice Consideration $
1/2012 Augmenting Customer Journey Maps with quantitative empirical data: a case on EEG and eye tracking University of Madeira 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
2/2017 2017 Mobile Wallet Playbook:"Engaging the Other 80%" 3Cinteractive Free
6/2017 Mastering Identity Mapping of the Connected Consumer 4 Info Free
8/2015 Stakeholder marketing: theoretical foundations and required capabilities Academy of Marketing Science. Journal Free
11/2016 Full-Funnel Marketing Strategies Ad Roll Free
5/2013 Applying Customer Journey Methods in SST-based Service Design: A Proposed Methodology Advanced Institutes of Convergence Information Technology Free
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
2/2016 Data governance and digital transformation: Using the customer journey to define a framework Applied Marketing Analytics $
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers Free
4/2016 State of Inbound Channel Marketing 2016 Averetek Free
4/2017 Separating Signal From Noise Bazaar Voice Free
4/2011 Storytelling Group - a co-design method for service design Behavior and Information Technology $
2/2017 The Updated Buyer’s Journey: Why Web Tracking Matters Bright Funnel Free
10/2014 Real-Time Advertising Business & Information Systems Engineering Free
7/2015 A Bias For Action Canada Post Awareness, Consideration Free
6/2015 Breaking Through the Noise Canada Post Free
7/2017 The Evolving E-Commerce Consumer Journey Channel Advisor Free
5/2016 Lightweight Journey Mapping: The Integration of Marketing and User Experience through Customer Driven Narratives CHI EA '16 Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems $
8/2015 Brand Attraction From Enriched Interaction CMO Council Free
5/2016 The Purpose-Built Experience CMO Council Free
6/2014 Expanded Customer Journey Map: Interaction Mapping Framework Based on Scenario Communications in Computer and Information Science $
1/2014 Customer Journey Mapping of an Experience-Centric Service by Mobile Self-reporting: Testing the Qualiwall Tool Conference Paper from Aalto University $

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