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Locking in some of the profit can be accomplished using a trailing stop: Instead of having a money management stop placed a fixed distance from the entry price, the stop moves toward current prices as the trade becomes profitable As prices move in the trade s favor, the stop moves in along with them, locking in a proportion of the developing profits Should the market reverse, the trade will not be closed out at a loss, as might have been the case with the tixed stop, but at a profit, if the moving stop has gone into positive territory There are several strategies for the placement and relocation of a stop designed to prevent winning trades from turning into losers and to lock in as much of the unrealized profit as possible The second set of tests explores such strategies.

Golden Casket to focus on customers who are more likely to purchase its products. The Web is used to reduce costs via self-answered queries, where normally it would cost Golden Casket more than $7 to answer each call. Web visits are virtually free. Using the models has tripled Golden Casket s incremental revenue from direct mail with cell sizes of 50,000. It is anticipated that going to smaller cell sizes and using email will continue to increase these response rates. Golden Casket s original rewards loyalty program was complex and generic, with an annual fee of $2. Only 486,000 of the 723,000 active players participated in the program. Using Acxiom s computer models, the rewards program was restructured and the annual fee was increased to $3. Additional features, including weekly $10,000 bonus drawings and surprise games, were added, and check fees were abolished. There are now 710,000 players participating in the program, and the relaunch generated $1.1 million in incremental income, which was equivalent to gross pro t, as no cost of goods sold resulted from the change. Overall, customer modeling and database marketing have allowed Golden Casket to be more targeted in its communication, to strengthen player loyalty, to increase the ef ciency and effectiveness of media buying, and to reduce costs in the business.

Originally, the profit target in the MSES (and SES) was implemented as a limit order with a fixed placement In the third set of tests, the fixed profit target is, like the stop in the previous tests, replaced with something more dynamic It would be desirable if the profit target could also move in toward the prices, especially in languishing trades This would enable the trader to exit at a better price, perhaps even with a small profit, in the absence of strong, favorable movement Exiting the market on spikes or noise should lead to more profitable trades than simply exiting on a time constraint or waiting for the money management stop to be hit At the same time, the trader does not want the profit target to cut profits short.

Scotiabank, based in Toronto, Canada, launched an integrated one-to-one marketing program called Life Matters in a series of waves targeted at speci c customer groups. Each wave of this program, which was the brainchild of Jonathan Huth, vice president, relationship database marketing, included a bundled marketing package with varying nancial product offers. Customers were selected on the basis of their product holdings, credit criteria, and demographic data in Scotiabank s data warehouse plus predictive models. The initial direct-mail message was followed by a personal call from a branch of cer or call center representative. The campaigns were supported through all possible channels, including direct mail; mass advertising through TV, newspapers, radio,

A profit target that is too close might provide a higher percentage of winning trades, but it will also significantly limit the size of the profits In all likelihood, it will cause the overall strategy to perform less well It should be advantageous to make the profit target dynamic in the same way that the stop was made dynamic, ie, to place the profit target far away from the market at the beginning of the trade, or when the market is steadily moving in a favorable direction, In this way, it would not be necessary to settle for a small profit on a potentially very profitable trade; the trader could let profits run.