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nce you have a customer database, you can use it to manage your customers. What does managing customers mean Marketers have found that they can Identify their Gold customers and work hard to keep them. Identify their Silver customers and persuade them to buy their way up to Gold status. Identify the customers who are most likely to defect and get them to change their minds. Reactivate lapsed customers. Get customers to refer others, who also become customers. Determine the next best product for each customer, and get customers to buy the product. Manage the second sale to one-time buyers. Manage leads to get them to become buyers. Develop loyalty programs to maintain customers interest. Most of these things were only dreamed of in the 1980s. Some companies became pro cient at customer management in the 1990s. Today, using the Internet, database marketers are learning to do all these things.

Differences in simulator power are attributable mostly to language and to design. Consider language first: In this case, it is not whether the language is compiled or interpreted, as was the case for speed, but rather its expressive power. Can the most elaborate and unusual trading ideas be expressed with precision and grace In some languages they can; in others they cannot. It is unfortunate that the most powerful languages have steep learning curves. However, if one can climb the curve, a language like Cf + makes it possible to do almost anything imaginable. Your word processor, spreadsheet, web browser, and even operating system were all probably written in C++ or its predecessor, C. Languages like C++ and Object Pascal (the basis of Borland s Delphi) are also extensible and can easily be customized for the purpose of trading system development by the use of appropriate libraries and add-on components. Visual Basic and Easy Language, although not as powerful as general-purpose, object-oriented languages like Cf + or Object Pascal, have gentler learning curves and are still quite capable as lan-

A little restraint is required Just because, theoretically, you can manage all your customers using your database does not mean that you should Managing the top 20 percent is quite easy Managing the next 20 percent is a bit harder Managing the bottom 20 percent may not be worth the effort In direct response, 80 percent is about the most important number Using this number, you can increase your response and your sales while lowering your cost per sale Let s see how valuable 80 percent is to you Gold customers (the top 20 percent of your customers) bring in 80 percent of your revenue These people are really your company Lose them, and you lose it all Spend a small amount of money on retaining them, and you keep 80 percent of your total business.

guages go. Much less powerful, and not really adequate for the advanced system developer, are the macro-like languages embedded in popular charting packages, e.g., Bquis International s MetaStock. The rule of thumb is the more powerful the language, the more powerful the simulator. Design issues are also a consideration in a simulator s power. Extendability and modularity are especially important. Simulators that employ C+ + or Object Pascal (Borland s Delphi) as their native language are incredibly extensible and can be highly modular, because such general-purpose, object-oriented languages are themselves highly extensible and modular; they were designed to be so from the ground up. Class libraries permit the definition of new data types and operators. Components can provide encapsulated functionality, such as charting and database management. Even old-fashioned function libraries (like the Numerical Algorithms Group library, the International Mathematics and Statistics Library and the Numerical Recipes library) are available to satisfy a variety of needs. Easy Language, too, is highly extensible and modular: Modules called User Functions

How does this work When you hear people complaining that database marketing is too expensive, you will nd that they are talking about 100 percent Suppose you develop a retention program consisting of birthday cards, thank-you letters, appreciation emails, and special customer services and bene ts for certain customers If you were to do these things for all your customers, the costs would be quite high The bene ts you would receive might not pay for the cost of the extra services But why not concentrate on the Gold customers those who bring in 80 percent of the revenue but represent only 20 percent of the customers The cost of a program for Gold customers is only one- fth the cost of a similar program for all customers, but it safeguards 80 percent of your revenue The 80 percent rule also applies to your database cleanup.

can be created in Easy Language, and jimcrions written in other languages (including C+ +) can be called (if they are placed in a dynamic link library, or