Even without a looming recession, 2008 was already shaping up to be the year of accountability for marketers—it’s time for firms to digest the “Web 2.0” experiments they undertook in 2007 and identify the ones worth future investment. In this session, Brea will explore specific examples of the impact of multi-channel optimization of marketing and customer experience efforts, presenting an analytic framework Monitor Group has developed to help find optimization opportunities and discussing how different organizations are deploying new tools and capabilities to operationalize their ability to detect and act on them.