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sending communications to those who are unlikely to respond. The principles are described in detail in my book Strategic Database Marketing.1 As an example of the way RFM works, look at Figure 6-1, which diagrams an actual mailing to 500,000 customers coded by RFM. The company did not break even on those customers in cells below the 0 line; in other words, the pro t from sales to them was less than the cost of mailing to them. This type of analysis is done to a small test sample coded by RFM. From the results of that small test sample, you can accurately predict the behavior of 2 million customers coded in the same way. The result was that this rm mailed only to those cells that were pro table. It doubled its response rate. This is the power of RFM. It still is a vital tool in direct marketing using regular mail. The Web has changed the situation, however. Since emails are so inexpensive, there is little point in restricting offers to existing customers in order to save money. You email to everyone. RFM, however, is still a useful way to categorize customers, even email customers.

You can combine the two steps by initializing the variable with the object-creation expression. Declare variable. Dealer theDealer = new Dealer();

Initialize with an object-creation expression. In the case of local variables, but not fields, you can simplify the syntax a bit more by having the compiler infer the type in the declaration part on the left. But I ll cover that in the section on local variables in the next chapter.

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The Air Miles reward program is Canada s largest coalition loyalty program. Over 60 percent of Canadian households have enrolled in the program for free. Under this program, members earn Air Miles reward miles by buying goods and services from a variety of merchants. The Air Miles for Business program allows members to earn reward miles on their business purchases as well as their personal purchases as consumers. In the spring, the Loyalty Group, the creators and managers of the program, offered bonus reward miles to Canadian farmers in a direct-mail campaign urging them to buy products from such merchants as United Grain Growers, John Deere Credit, AgLine, Shell, and Goodyear.

A class declaration acts as a blueprint from which you can create as many instances of the class as you like. Instance members: Each instance of a class is a separate entity that has its own set of data members, distinct from the other instances of the same class. These are called instance members since they are associated with an instance of the class. Static members: Instance members are the default, but you can also declare members called static members that are associated with the class, rather than the instance. I ll cover these in 6.

1 RFM software is available free for downloading at www.dbmarketing.com. During the last 5 years, an average of three companies per week have downloaded this software. It works wonderfully for direct mail. In the standard RFM coding, there are 125 cells, from 555 (the most responsive) to 111 (the least responsive).

As an example of instance members, the following code shows the poker program with three instances of class Player. Figure 4-4 shows that each instance has a different value for the Name field. class Dealer { ... } class Player { string Name; ... } class Program { static void Main() { Dealer theDealer Player player1 Player player2 Player player3 ... } } // Declare class // Declare class // Field

= = = =

Figure 6-1

If the ray was parallel to the plane, no collisionPoint was found, and the point will contain NaNs for all of its components (NaN means Not a Number) If this is the case,.

Dealer(); Player(); Player(); Player();

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