เปรียบเทียบวิธี

	การทำแผนที่เส้นทางลูกค้า	การศึกษาประสิทธิผลของการโฆษณา
สาขาวิชา	การตลาด	การตลาด
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	2000s	1990s
ผู้ริเริ่ม	Adaptive Path and Service Design community	Marketing Science Institute and Media Effectiveness researchers
ประเภท	Experience mapping methodology	Experimental and observational evaluation methodology
แหล่งต้นตำรับ	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.	Erdem, T., & Sun, B. (2002). A Fuzzy Aspect Model for CRM System Selection. Decision Support Systems, 29(3), 475-487.
ชื่อเรียกอื่น	Journey Mapping, CJM, Experience Mapping	Ad Effectiveness Testing, Campaign Evaluation, Marketing Attribution
ที่เกี่ยวข้อง	5	5
สรุป	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.	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.