Optimization processes let you fine-tune your campaign to maximize effectiveness. You use optimization processes to generate scores to refine audience selection. They allow you to track contacts and responses, and use the results of predictive modeling from Campaign or from data mining products like PredictiveInsight to refine audience selection and maximize ROI. Optimization processes can also provide the ability to determine the most effective campaign, offer, and channel across your entire organization to use for contacting each individual prospect.