The Markowitz mean-variance portfolio optimization problem is to find the optimal allocation, $w_{optimal}$ by solving:
\begin{equation} w = \mathrm{argmax} \ \mu_{t}^Tw - \frac{\gamma}{2}w^{T}\Sigma_{t}w \end{equation}
where $\mu_t$ and $\Sigma_t$ are the conditional expected value and conditional variance respectively at time t. $\gamma$ is the risk aversion parameter.
So, doing this in practice, one has to get an estimate of $\mu$. The most naive solution is to use the mean of previous returns. Can anyone provide what other standard methods that are available?