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The standard exit was intended to be simply a minimal exit for use when testing various entry strategies. As such it is not necessarily a very good exit. Unlike an optimal exit strategy, the standard exit is unable to hold onto sustained trends and

Another impact of the Web on database marketing is in the area of response to communications. Before 1996, customers responded to marketing communications by phone, mail, or fax. Now more and more, people are coming to a Web microsite to respond. Because of cookies, the Web site knows who they are and greets them by name, just as the old corner grocer used to do. The microsite is not really a Web site, but part of the database. The customer enters an order or responds to the survey questions posed in the communication, and the data go directly into the database. The

ride them to the end. In addition, a profit can be developed and then lost. The reason is that the SES has no way of locking in any proportion of paper profit that may develop. A good exit strategy would, almost certainly, have some method of doing this. After having made a substantial paper profit, who would want to find it quickly vanish as the market reverses its course The fixed time limit also contributes to the inability of the SES to hold onto long, sustained moves, but it was a desirable feature when testing entry strategies. Finally, the SES lacks any means of attempting to exit a languishing trade at the best possible price, as might be done, e.g., by using a shrinking profit target. On the positive side, the SES does have the basics required of any exit strategy. Through its money management stop, the SES has a means of getting out of a bad trade with a limited loss. The limit order or profit target allows the SES to close a trade that turned substantially profitable. Using the time limit exit, the SES can exit a trade that simply does not move. These three features make the standard exit definitely better than a random exit or a simple exit after a fixed number of bars.

database thanks the customer for the order, which is passed directly to the Web ordering system. It then sends the customer a con rming email. A customer who has previously provided credit card information can order by one click, instead of giving a name, address, and card number over and over again. Why do customers prefer this system of response Because they never get put on hold. They can get an instant response in 24/7 time without getting a busy signal or the message Your call is very important to us. Please stay on the line. Why do companies prefer this type of response Because it saves them millions of dollars. Each call to a live operator costs a company between $3 and $7 per call. Each response to a microsite has a variable cost of less than $0.02.

A major reason for testing the SES is to be able to make comparisons between it and the other exit strategies that will be tested. The SES will serve as a good pivot point or baseline, having been used in the study of entries. An additional benefit that is quite important and useful is derived from these tests. The SES will be tested with a random en@, providing a random entry baseline against which the various real entries (tested in Part II) may be compared. The tests in this chapter, therefore, provide baselines for both the previous chapters and those that follow. An additional reason for doing these tests is to determine how much was lost by restricting the SES to the close in earlier tests. In some of the tests below, the restriction to the close will be lifted, an action that should improve the overall performance of the SES. Four tests will be conducted. The first three tests examine the SES in the form that was used in all the earlier chapters; i.e., entries will be taken at the open, on a stop, or on a limit, and exits will take place only on the close. The remaining test will study the SES in a way that permits stop and limit exits to take place inside the bar, lifting the restriction of the exit to the close; the entry in this test will only take place on the open, to avoid the kinds of ambiguity mentioned in the previous chapter.