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This paper details challenges that affect how communications are planned and deployed, including limiting factors such as budget caps, campaign volumes and channel capacities. Communications often can't be anticipated until a trigger-based or real-time interaction uncovers a need and the opportunity for an additional communication. Successful processes utilize the latest analytical techniques and consider a company's corporate objectives and business rules. This paper discusses a process called adaptive contact planning as a way to create more effective, and thus more profitable, marketing campaigns.