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Packaged goods manufacturers discovered that there was no pro t, and in fact considerable losses, from maintaining a database of ultimate customers. The increase in sales from personal communication did not pay for the expense of the messages and the database. Marketers learned that they should use their databases to create customer segments and treat each segment differently. Treating all customers alike was a loser, since customers differed markedly in their pro tability. Valuable lessons have been learned. The purpose of this book is to describe what works and what doesn t work in database marketing. Too many books describe only the success stories without talking about the failures. In each chapter of this book, you will nd a list of what works and what has failed to work. Figure I-1 What Works and What Doesn t Work

Debug messages are written to the specified Stream object. Debug messages are written to the specific TextWriter object. Debug messages are written to the file whose name is specified.

TextWriterTraceListener(string)

In the listing, I have created an instance using the static Console.Out property as the constructor parameter, like this:

public class FlipBindings { public static void main(String args[]) { ScriptEngineManager manager = new ScriptEngineManager(); ScriptEngine engine = manager.getEngineByName("javascript"); if (args.length != 1) { System.err.println("Please pass name on command line"); System.exit(-1); } try { engine.put("name", args[0]); engine.eval( "var output = '';" + "for (i = 0; i <= name.length; i++) {" + " output = name.charAt(i) + output" + "}"); String name = (String)engine.get("output"); Console console = System.console(); console.printf("Reversed: %s%n", name); } catch (ScriptException e) { System.err.println(e); } } }

TextWriterTraceListener listener = new TextWriterTraceListener(Console.Out);

Marketing to Customer Segments Lifetime value Email marketing Lead development Profitability analysis Loyalty programs Gold customers Customer communications Churn reduction Web profiling Penetration analysis Next best product

The Console.Out property returns a Stream object that, if you write to it, sends data to be written to the command window used to start the program. This trick doesn t work with Windows Forms or WPF programs. You should write your debug messages to a file for such programs, either by creating a Stream using the File class or by using the TextWriterTraceListener constructor that takes a file name as a parameter. If I had wanted to write to a file called myFile.txt, I would have used this:

TextWriterTraceListener listener = new TextWriterTraceListener("myFile.txt");

Having created the TextWriterTraceListener, I register it with the Debug class as follows:

Passing in the book name to the program shows the reversed title:

Debug.Listeners.Add(listener);

The book contains more than 40 cases from practitioners throughout the United States, Canada, Australia, and Norway. I chose these particular cases because each of them describes the dif culties that had to be overcome and the way success was measured. Each one makes a point. Probably the key point is that success does not come from simply doing the following: Building a database Appending data Buying expensive software Running models Communicating with customers

Once I have added my TextWriterTraceListener, messages from the Assert method will be passed to my object, which will in turn be written to the console. If we compile and run the listing, we get the following results: Fail: Second parameter is zero Unhandled Exception: System.DivideByZeroException: Attempted to divide by zero. at Calculator.CalculateDivision(Int32 x, Int32 y) in C:\Listing 03\Listing 03.cs:line 20 at CalculatorTest.Main(String[] args) in C: \Listing 03\Listing 03.cs:line 35 Press any key to continue . . . You can see that the message is written to the console and that this is followed by the exception that is caused by the zero value parameter. Our new listener doesn t stop the execution of the program. There are several overloaded versions of the Assert method, as described in Table 38-3.

Assert(bool) Assert(bool, string)

Sends an empty message to the listeners if the bool is false. Sends the message specified by the string to the listeners if the bool is false. Sends a message consisting of a short description (the first string parameter) and a detailed description (the second string parameter) to the listeners if the bool is false. As with the previous overload, except that the composite formatting feature is used to format the second string argument using the contents of the object array.