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For the past 15 years, Claritas has done a brilliant job of dividing the U.S. population into 62 clusters with catchy names like Shotguns & Pickups and Pools & Patios. These clusters roughly re ect household income and living style. For some products (although not for most), the cluster someone lives in has something to do with the products that person tends to buy. People in some clusters drink imported beer. People in others drink only domestic. Folks in some clusters read the New York Times. Folks in others read the New York Post. People in still others do not take a newspaper at all. If your product can be shown to be particularly attractive to people in certain clusters, you can use this in your retention program. In a previous book, I described how the Globe and Mail in Toronto made highly pro table use of cluster coding to determine who read its newspaper and who didn t. With that

Table 12-1 summarizes the use of constructors and destructors with structs. Table 12-1. Summary of Constructors and Destructors

Instance constructor (parameterless)

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knowledge, it was able to concentrate its telemarketing on the correct postal walks, saving millions of dollars per year in acquisition costs. Should you use cluster coding First of all, remember that cluster coding works only with consumer products. Second, consider whether your product appeals particularly to a certain class of people. If you think that it does, spend the money to have cluster coding af xed to 20,000 of your customers, ranked by revenue, and see if the clusters show you anything worthwhile. Any good service bureau can have cluster codes af xed to your le for about $120 per thousand, so your 20,000 will cost you a minimum of about $4000. In most cases, the clusters won t show you anything at all. If they do, you can use them to make some money. Let s assume that you have been sending direct mail to about 1.2 million customers per month, for which you spend about $650,000. Table 13-2 shows what your results might look like. It is costing you about $30 to acquire a customer. This is your control. Now let s try to beat that. We are going to select prospects for mailing mainly from the correct clusters, with some others added to make sure you are right. Your mailing next month could look like Table 13-3. Table 13-2 Results before Using Cluster Selection

Cannot be declared in the program. An implicit constructor is supplied by the system for all structs. It cannot be deleted or redefined by the program. Can be declared in the program. Can be declared in the program. Cannot be declared in the program. Destructors are not allowed.

Field initializers are not allowed in struct declarations, as shown in the following code: struct Simple { Not allowed public int x = 0; public int y = 10; } Not allowed

Nonselected direct mail Clusters with over 20% penetration Clusters with 5% to 19% penetration Clusters with less than 5% penetration Total customers 219,499 452,991 601,223 1,273,713 Cost $111,944 $231,025 $306,624 $649,594 Sales 7,463 9,513 4,810 21,786 Rate 3.4% 2.1% 0.8% Cost per sale $15.00 $24.29 $63.75 $29.82

Structs are always implicitly sealed, and hence you cannot derive other structs from them. Since structs do not support inheritance, the use of several of the class member modifiers with struct members would not make sense; thus, they cannot be used in their declarations. The modifiers that cannot be used with structs are the following: protected internal abstract virtual

if (modelList[index].ModelID == modelID) { dModel = modelList[index]; modelList.Remove(dModel); } } int child = 0; while ((dModel == null) && (child < childList.Count)) { dModel = childList[child++].RemoveDrawableModel(modelID); } return dModel; } private void AddDrawableModel(DrawableModel dModel) { if (childList.Count == 0) { modelList.Add(dModel); bool maxObjectsReached = (modelList.Count > maxObjectsInNode); bool minSizeNotReached = (size > minSize); if (maxObjectsReached && minSizeNotReached) { CreateChildNodes(); foreach (DrawableModel currentDModel in modelList) { Distribute(currentDModel); } modelList.Clear(); } } else { Distribute(dModel); } } private void CreateChildNodes() { float sizeOver2 = size / 2.0f; float sizeOver4 = size / 4.0f; nodeUFR = new OcTreeNode(center + new Vector3(sizeOver4, sizeOver4, -sizeOver4), sizeOver2);

Structs themselves are, under the covers, derived from System.ValueType, which is derived from object. The two inheritance-associated keywords you can use with struct members are the new and override modifiers, when creating a member with the same name as a member of base class System.ValueType, from which all structs are derived.

Selected direct mail Clusters with over 20% penetration Clusters with 5 to 19% penetration Clusters with less than 5% penetration Total customers Cluster coding Total costs 950,000 200,000 50,000 1,200,000 1,200,000 1,200,000 Cost $484,500 $102,000 $25,500 $612,000 $144,000 $756,000 Sales 32,300 4,200 400 36,900 36,900 Rate 3.4% 2.1% 0.8% Cost per sale $15.00 $24.29 $63.75 $16.59 $20.49

As with other value type data, if you want to use a struct instance as a reference type object, you must make a boxed copy. Boxing and unboxing are explained in 18.

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