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mail. The effect of the email can be seen in Table 5-16. The gain to the chain is $12 million in pure pro t in the third year. Now we can evaluate the retention messages as shown in Table 5-17. As you can see, increases in retention and lifetime value are much more dif cult to measure than other direct marketing factors. You have to set up control groups that do not get the retention messages and then see, after a year or so, whether there is a difference in the retention rate and the lifetime value. The only difference between email and direct mail here is that direct mail is probably more effective in building retention than email. A thank-you letter that is printed and mailed means more than a thank-you email. The same might be true of birthday cards and other retention messages. On the face of it, however, it is a lot easier to

static void Main( string[] args) {...} static int static int Main() {...}

Main( string[] args) {...}

get management to spring for $8000 for email birthday cards than for $100,000 for direct-mail ones. The probability is that emails will be much more widely used as people come to see their value. So the email will probably be the clear winner in retention messages.

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The first two forms don t return a value to the execution environment when the program terminates. The second two forms return an int value. A return value, if one is used, is generally used to report success or failure of the program, where 0 is generally used to indicate success. The second and fourth forms allow you to pass actual parameters, also called arguments, from the command line into the program, when it starts. Some important characteristics of command-line arguments are the following: There can be zero or more command-line arguments. Even if there are no arguments, the args parameter is not null. Instead, it is an array with no elements. The arguments are separated by spaces or tabs. Each argument is interpreted by the program as a string, but you don t need to enclose them in quotation marks on the command line.

For example, the following program, called CommandLineArgs, accepts command-line arguments and prints out each argument supplied: class Program { static void Main(string[] args) { foreach (string s in args) Console.WriteLine(s); } } The following command line executes program CommandLineArgs with five arguments: CommandLineArgs Jon Peter Beth Julia Tammi Executable Name Arguments

Here is an area where email wins in a walk. When people order something, you follow up with an email con rmation (or a mailed con rmation). When the product is about to be shipped, you email a notice with the tracking number (it is too late to do this by mail). When the product arrives, you send an email survey: Did it arrive OK, and was it to your liking Here, again, the email wins. The value is measured in customer retention and increased lifetime value, as shown in Table 5-18. Table 5-17 Name Value from Retention Messages

The preceding program and command line produce the following output: Jon Peter Beth Julia Tammi Other important things to know about Main are the following: Main must always be declared static. Main can be declared in either a class or a struct.

Figure 4-23. Points of interest when tilting a car You can find the position of both points easily by taking the average of their neighboring wheels. You can find the vector between them, backToFront, by subtracting them from each other: Vector3 front = (frontLeft + frontRight) / 2.0f; Vector3 back = (backLeft + backRight) / 2.0f; Vector3 backToFront = front - back; Remember, you want to find how much you should rotate your car around its Side vector, so its front point is moved upward or downward. Ideally, you want your frontToBack vector to have the same inclination as the terrain slope, as shown in Figure 4-24. The angle you want to calculate is denoted fbAngle in Figure 4-24. You first need to find the height difference of the terrain at both points. Use the GetExactHeightAt method constructed in recipe 5-9: float frontTerHeight = terrain.GetExactHeightAt(front.X, -front.Z); float backTerHeight = terrain.GetExactHeightAt(back.X, -back.Z); float fbTerHeightDiff = frontTerHeight - backTerHeight;

Direct mail Sent Cost for each Promotion cost Increased retention Current LTV Increased LTV Total LTV increase Net pro ts Eight messages per year Annual name value 200,000 $0.50 $100,000 0.080% $111.01 $0.80 $160,000 $60,000 $480,000 $2.40 Email 200,000 $0.04 $8,000 0.050% $111.01 $0.50 $100,000 $92,000 $736,000 $3.68

A program can contain only one declaration of the four acceptable entry point forms of Main. You can, however, legally declare other methods named Main, as long as they don t have any of the four entry point forms but doing this is inviting confusion.

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