Marketing strategy & planning · Core
Customer journey
Also called: customer lifecycle, buyer journey
ELI5
The stages and interactions a customer experiences before, during and after purchase.
Used in conversation
“The report should separate the effect of customer journey from correlation.”
Pitch context
You will see “Customer journey” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches marketing strategy & planning.
Why it matters: It helps a reader interpret marketing strategy & planning without confusing the measure, decision, role or evidence being discussed.
Sources & evidence · 7
Direct term-level sources and supporting source families.
- U.S. Small Business Administration — Write your business planDirect source · primary · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandDirect source · institutional · checked 2026-08-16
- IFRS Foundation — IFRS GlossarySupporting source family · primary · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsSupporting source family · institutional · checked 2026-08-16