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Insider secrets to marketing optimization as a powerful organizational tool How much is too much when it comes to sending direct mail? How do I reconcile inbound and outbound campaigns? What are some experiences of people who have tried this? Focusing on the business value of optimization, Marketing Optimization offers a powerful organizational tool, explaining what it is and is not, with an exploration as well of customer strategies. Filled with examples of how to implement optimization, this book explores areas of interest such as contact policy and customer fatigue. Includes global case studies featuring companies from Australia, Italy, Belgium, Canada, and Japan Shows how the use of optimization has allowed companies to reap large rewards Focuses on the business value of optimization Discover the optimization analytical tool's benefits as well as the potential impact it can have on your company's bottom line with the guidance found in Marketing Optimization.