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
2/2015 The Private Life of Mail: Mail in the Home, Heart and Head. Royal Mail Free
2/2015 Fix The Data Problems That Destroy Your Customer Effectiveness Forrester Report Loyalty $
2/2015 What Are the Benefits of Marketing Automation? eMarketer Consideration Free
1/2015 Competing on Customer Journeys Harvard Business Review Loyalty Free
12/2014 The Bot Baseline: Fraud in Digital Advertising Association of National Advertisers Free
12/2014 The voice as a relationship milestone Journal of Direct, Data and Digital Marketing Practice Consideration $
12/2014 Transition From Search To Discovery Marketing Forrester $
12/2014 How Journey Maps Improve CX Measurement Efforts Forrester Report $
11/2014 Creating Sustainable Digital Experiences GfK Marketing Intelligence Review Free
11/2014 Better Customer Relationships Require Trusted Data Forrester Report Loyalty $
10/2014 Brief: Customer Journey Mapping Is Becoming Key To Digital Transformation Forrester Report $
10/2014 Customer experience from a self-service system perspective Journal of Service Management $
10/2014 Real-Time Advertising Business & Information Systems Engineering Free
9/2014 Brief: How Journey Maps Unify Customer Experience And Business Technology Efforts Forrester Report $
8/2014 Bridge Complex Customer Journeys With Continuous Business Services Forrester Report $
6/2014 Expanded Customer Journey Map: Interaction Mapping Framework Based on Scenario Communications in Computer and Information Science $
6/2014 Mapping customer journeys in multichannel decision-making Journal of Direct, Data and Digital Marketing Practice Free
6/2014 Small details that make big differences: A radical approach to consumption experience as a firm's differentiating strategy Journal of Service Management $
3/2014 Manage The Cross-Touchpoint Customer Journey Forrester Report $
3/2014 Innovative ways companies are using design thinking Strategy & Leadership $
1/2014 Customer Journey Mapping of an Experience-Centric Service by Mobile Self-reporting: Testing the Qualiwall Tool Conference Paper from Aalto University $
12/2013 The Service Delivery Network (SDN): A Customer-Centric Perspective of the Customer Journey Journal of Service Research : JSR $
11/2013 Extreme trust: the new competitive advantage Strategy & Leadership Loyalty $
11/2013 Time-Weighted Multi-Touch Attribution and Channel Relevance in the Customer Journey to Online Purchase Journal of Statistical Theory and Practice $
9/2013 The case of Amazon.com: towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus Journal of Services Marketing $

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