How do you effectively allocate your marketing budget across different channels to yield the greatest ROI? The answer is different for everyone. This session will bring together experts from various marketing channels, such as Search Engine Marketing, Direct Mail and Email, who will share with you techniques and practices to help you optimize spend within each channel. Speakers will share case studies on how others have had success in implementing channel optimization. After the session, you will be armed with how to create a customized marketing spend plan that's right for your budget, industry, product or service, and customer profile.