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

Datesort ascending Title Publication Touchpoints Pay/Free
9/2016 Retentionomics: The Path to Profitable Growth Forbes Insights Loyalty Free
9/2016 A Global Perspective of Mobile Commerce Internet Advertising Bureau Consideration Free
9/2016 Postal Strategies for Omni-channel Marketing and Compliance Success GreyHair Free
7/2016 Understanding the Customer Journey to Create Excellent Customer Experiences in Bookshops International Journal of Marketing Studies Free
6/2016 Emotionally engaging customers in the digital age: the case study of "Burberry love" Journal of Fashion Marketing and Management Loyalty 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
6/2016 Use Customer Journey Analytics to Align Marketing and Digital Commerce Gartner $
6/2016 B2B Marketers Must Step Up to Support Sales eMarketer Consideration $
6/2016 Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys Journal of Retailing Consideration $
6/2016 Market Guide for Customer Journey Analytics Gartner $
5/2016 A Design Process for a Customer Journey Map: A Case Study on Mobile Services Human Factors and Ergonomics in Manufacturing & Service Industries $
5/2016 The Purpose-Built Experience CMO Council 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 $
5/2016 Supporting Redesign of C2C Services Through Customer Journey Mapping Service Design Geographies. Proceedings of the ServDes.2016 Conference Free
5/2016 Understanding Customer Experience throughout the Customer Journey Journal of Marketing $
5/2016 Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues Journal of Interactive Marketing $
5/2016 Marketing Data Yields Accurate Decisions for SMBs Worldwide eMarketer Free
4/2016 Marketers Struggle to Map Multichannel Customers' Journeys eMarketer Free
4/2016 How to Align Customer Experience With Marketing Channel Operations Gartner $
4/2016 Brief: Choose From Four Approaches To Build Your Community Forrester $
4/2016 Multichannel Marketing—Navigating the Increasingly Complex Customer Journey eMarketer $
4/2016 State of Inbound Channel Marketing 2016 Averetek Free
3/2016 Ten Steps for Planning Your Customer Engagement Hub Gartner $
2/2016 Mobile payment technologies in retail: A review of potential benefits and risks International Journal of Retail & Distribution Management $
2/2016 Brief: Why You're Stuck With Content And Commerce Platforms For Now Forrester Report $

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