เปรียบเทียบวิธี

	การศึกษาประสิทธิผลของการโฆษณา	การทำแผนที่เส้นทางลูกค้า
สาขาวิชา	การตลาด	การตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1990s	2000s
ผู้ริเริ่ม	Marketing Science Institute and Media Effectiveness researchers	Adaptive Path and Service Design community
ประเภท	Experimental and observational evaluation methodology	Experience mapping methodology
แหล่งต้นตำรับ	Erdem, T., & Sun, B. (2002). A Fuzzy Aspect Model for CRM System Selection. Decision Support Systems, 29(3), 475-487.	Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Tensions in Service Quality and Service Marketing: An Introduction. Journal of Services Marketing, 19(7), 422-428.
ชื่อเรียกอื่น	Ad Effectiveness Testing, Campaign Evaluation, Marketing Attribution	Journey Mapping, CJM, Experience Mapping
ที่เกี่ยวข้อง	5	5
สรุป	Advertising Effectiveness Studies are research methods designed to measure the impact of advertising campaigns on consumer awareness, attitudes, purchase intention, and sales. Developed through work in marketing science and media measurement, these studies employ experimental designs, multivariate analysis, and attribution modeling to isolate the effect of advertising from other market factors.	Customer Journey Mapping is a service design methodology that visualizes the complete customer experience across all touchpoints and phases of a customer relationship, from awareness through advocacy. Developed through work in design and service management, journey mapping integrates behavioral data, customer emotions, pain points, and moments of truth to reveal opportunities for experience improvement and organizational alignment.