Campaign optimization saves time and money while helping marketers achieve and improve upon media and marketing objectives by efficiently collecting the necessary data to analyze marketing campaigns and make informed data-driven business decisions. Campaign analysis helps marketers to reduce waste but can also provide the marketer with insight into maximizing the lifetime value of a customer over time. The campaign analysis and optimization process can be divided into two major categories: a) Harvesting Low Hanging Fruit: areas in need of improvement that are relatively easy to identify and provide quick and effective results; and, b) Long Term Optimization: the process of continual optimization over time and includes improving the customer’s overall lifetime value.