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
4/2016 Multichannel Marketing—Navigating the Increasingly Complex Customer Journey eMarketer $
11/2017 Roundup: Driving Customer Engagement eMarketer Free
1/2016 Path to Purchase in the UK: Digital Beginnings but Multiple Purchase Points eMarketer Consideration Free
10/2018 Understanding Customer Engagement - How to Map and Make Sense of the Metrics that Matter eMarketer Pro $
9/2016 Retentionomics: The Path to Profitable Growth Forbes Insights Loyalty Free
10/2018 SaaS Metrics 2.0 – Detailed Definitions forEntrepreneurs.com Free
2/2018 ForeSee Experience Index: Retail CX Rankings Foresee Free
9/2018 Forrester Analytics: Video Advertising Forecast, 2018 To 2023 (US) Forrester $
11/2018 Case Study: Max Factor China Rejuvenates Customers' Loyalty With Social CRM Forrester $
6/2011 Brand And The Impact For eBusiness Forrester $
4/2016 Brief: Choose From Four Approaches To Build Your Community Forrester $
12/2014 Transition From Search To Discovery Marketing Forrester $
2/2013 Emerging Touchpoints Require A Marketing Mind Shift Forrester $
2/2015 Fix The Data Problems That Destroy Your Customer Effectiveness Forrester Report Loyalty $
11/2014 Better Customer Relationships Require Trusted Data Forrester Report Loyalty $
3/2013 Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course Forrester Report $
12/2015 Your Digital Experience Technology Strategy Starts With A Customer Journey Map Forrester Report $
1/2016 How To Assess The Quality Of Your Customer Journey Maps Forrester Report $
11/2015 Four Approaches To Customer Journey Mapping: When And How To Use Them Forrester Report $
1/2011 Executive Q&A: Design Personas And Customer Journey Maps Forrester Report $
9/2015 What CX Pros Need To Know About The Customer Life Cycle Forrester Report $
7/2015 Augment Customer Journey Work With Expectation Mapping Forrester Report $
8/2014 Bridge Complex Customer Journeys With Continuous Business Services Forrester Report $
10/2014 Brief: Customer Journey Mapping Is Becoming Key To Digital Transformation Forrester Report $
9/2014 Brief: How Journey Maps Unify Customer Experience And Business Technology Efforts Forrester Report $