Understanding Contact Optimization Technology

Yesterday was a banner day for me in my young career as a Forrester analyst - my first research piece was published. It's a marketing technology brief titled "Understanding Contact Optimization technology." So what is contact optimization? We define it as a mathematical approach to determining the best mix of messages for each customer in order to maximize marketing objectives while satisfying business constraints. Put simply - this technology is for high volume direct marketers intent on transforming themselves from a product centric organization to one that emphasizes customer need.

Here is the executive summary -

Read more