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Companies today have to make difficult decisions about targeting the right customers with the right offers while staying within budget and channel capacities, and without cannibalizing future sales or saturating customers with too many messages. Optimization is a process that resolves these complex issues by balancing the constraints of an organization with the need to improve results.

This paper provides an introduction to marketing optimization. You will learn how optimization can help improve campaign revenues by up to 25 percent and how other companies have successfully implemented such technology. You will also learn about SAS' powerful, easy-to-use approach to marketing optimization.