Methods, systems and processor-readable media for modeling and optimizing multiple ITS (Intelligent Transportation System) strategies utilizing a systematic genetic algorithm. A traffic simulation model can be configured in conjunction with a genetic algorithm based optimization engine for optimizing the transportation models. An origin-destination matrix that minimizes discrepancies between a simulated and an observed link traffic count can be estimated by considering a road network and a traffic count with respect to a region. A driver behavior can then be determined utilizing the origin-destination matrix via calibration so that the simulation model can replicate a freeway traffic flow in the region. An optimal parameter with respect to the ITS strategies can be determined to optimize a set goal with respect to a given constraint. Such an approach meets a level of service (LOS) metric as well as a revenue target under the applied ITS strategies.