Online and offline channels are becoming more tightly integrated. The pressure for financial accountability of marketing is increasing. Marketers are faced with complex scenarios of multiple channels, products and messages combined with 'real world' business constraints. Using a contact optimization approach, the sophisticated marketer is able to utilize every bit of data collected in the context of business rules and constraints to maximize response and drive up ROI for every campaign. Contact Optimization is a revolutionary tool for marketers to use to project the best, most profitable way to reach targets, down to the individual level.