Started in 1922 by 25 Army officers, the client has grown into a nationwide insurer serving 7.7 million members. As one of the only fully integrated financial services companies in America, it provides a full range of highly competitive financial products and services to the military and their families. The client’s marketing spans a range of traditional and new media. With a growing number of potential marketing channels, it has become increasingly more difficult to determine the optimal allocation across the various methods.