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The strategy was to use the database to send a series of direct-mail pieces that would stand out in the small-business owner s mailbox. The idea was to make them colorful and vibrant, with bold, oversized type on all outer envelopes. Many of the pieces were designed to help the customers calculate their return on investment from a Yellow Pages ad. Contact frequency and messaging were based on segments de ned by the advertisers tenure and their propensity scores on the various models. A minimum spending level was set as a quali cation, so that the marketers could focus their efforts on the top 50 percent of the customer base. All contacts were timed to match various stages of the sales cycle: Tenure. Advertisers were divided into multiple segments on the basis of seniority. Newer segments received more value-reinforcement and relationship-building messages. Segments that had been customers longer received both relationship and up-selling communications. Propensity scores. Model scores were then added to the segments in order to further target messaging. Advertisers who were at high risk for attrition received stronger reinforcement communication focusing on educating them on the value of a Yellow Pages ad and

Casting................................................................................................................................................439

Types of Conversions...................................................................................................440 Numeric Conversions...................................................................................................440

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how to measure the success of such an ad. Advertisers who had a high possibility of increasing spending in certain areas were given strong sales messages in those speci c areas. Those customers with high scores in both lifetime value and risk of defection received messages showing them how to optimize their product mix and encouraging trial. Those who scored low in all areas received more relationship-building messages. All mailings were sent rst class so that any pieces with bad addresses would be returned. The returned mail was keyed into the database. The impact of the direct-mail communications program was tremendous. The goal was to get a 1 percent increase in sales revenue, or $6 million in additional Yellow Pages ad sales. Control groups that did not get the mailings were set up to measure the results. These showed that the program generated a 3.8 percent increase in overall annual sales revenue, with an additional $13,361,000 in incremental Yellow Pages advertising. Comparing these results with the cost of the mailings and the database, Verizon realized a 1681 percent return on investment. The success of this program dramatically changed the way Verizon communicated with its advertisers. In subsequent sales cycles, a newsletter was added to increase communication with and education of the customer. Email retention messages were incorporated to make the program more robust. Budgets for these programs were increased in the following year. The marketing data mart became the cornerstone not just for database marketing, but for all loyalty and database marketing programs companywide. It became the preferred source for information on Verizon customers.

Implicit Numeric Conversions.............................................................................................................441 Overflow Checking Context ................................................................................................................442 Explicit Numeric Conversions .............................................................................................................444

Reference Conversions................................................................................................448

Recency, frequency, monetary (RFM) analysis has been around for more than 50 years. It works wonderfully in managing offers to customers. It is worthless for prospects, however, because it is based on transactions. Companies that use RFM have saved millions of dollars by not

Implicit Reference Conversions ..........................................................................................................449 Explicit Reference Conversions ..........................................................................................................451 Valid Explicit Reference Conversions .................................................................................................452

So in order to check whether the point is inside the triangle, you ll calculate the cross vector for each boundary of the triangle They are pointing in the same direction when the signs of their components are the same So, this is the method you end up with: private bool PointInsideTriangle(Vector3 p0, Vector3 p1, Vector3 p2, Vector3 point) { if (floatIsNaN(pointX)) return false; Vector3 A0 = point - p0; Vector3 B0 = p1 - p0; Vector3 cross0 = Vector3Cross(A0, B0); Vector3 A1 = point - p1; Vector3 B1 = p2 - p1; Vector3 cross1 = Vector3Cross(A1, B1); Vector3 A2 = point - p2; Vector3 B2 = p0 - p2; Vector3 cross2 = Vector3Cross(A2, B2); if (CompareSigns(cross0, cross1) && CompareSigns(cross0, cross2)) return true; else return false; } The method receives the corner position of the triangle, as well as the position of the collisionPoint.

Boxing Conversions .....................................................................................................454 Boxing Creates a Copy.................................................................................................455

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