"Marketing Mix Optimization has been used successfully by thousands of companies to redistribute media spend, identify effective media channels, and even optimize spend based on a variety of budget levels. In this session, you will learn the essentials of MMO - what is it, how does it work, what will it tell me. Although most MMO programs are executed by advanced statisticians, learning what elements drive your business, and how best-practice companies are using MMO for business making will help provide better insight into how you can capture and leverage data. Similarly, you will come away with the ability to build a business case to help convince your executive leadership of the importance of these techniques.

It seems like there is a regular flood of new media coming at us from all directions - word of mouth, text messaging, blogs, videos podcasts, you name it. How does the marketing practitioner make sense of the available options, especially Direct Marketers, for whom the ability to target and test is core to our expertise? This session should help you gain a high level understanding of which media elements merit consideration for your business, and how new media companies use targeting to create campaigns and programs. "