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

Datesort ascending Title Publication Touchpoints Pay/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 $
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 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 The Purpose-Built Experience CMO Council Free
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 Data governance and digital transformation: Using the customer journey to define a framework Applied Marketing Analytics $
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 $
1/2016 How To Assess The Quality Of Your Customer Journey Maps Forrester Report $
1/2016 Value Creation in an Omnichannel World: Understanding the Customer Journey Conference Paper from University of St. Gallen Free
1/2016 Customer Journey Maps for Demographic Online Customer Profiles International Journal of Virtual Communities and Social Networking $
1/2016 Path to Purchase in the UK: Digital Beginnings but Multiple Purchase Points eMarketer Consideration 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
12/2015 Your Digital Experience Technology Strategy Starts With A Customer Journey Map Forrester Report $
12/2015 DIGITAL & MEDIA PREDICTIONS 2016: MARKETING, TECHNOLOGY AND THE EVOLVING MEDIA MIX Millward Brown Free

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