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Everyone who tries to create customer segments runs into the problem of numbers. By using recency, frequency, monetary (RFM) analysis, it is possible to come up with hundreds of different RFM cells. By using SIC codes, you can create hundreds of types of customers that you can market to. By using pro tability, you can subdivide your customers into deciles, for example, from the most pro table to the least pro table. How many segments make up the right number To get the answer, you need to consider the imagination and creative genius available in your marketing organization. Every new marketing idea requires time and resources for its execution. Few organizations can develop and support as many as ve or six simultaneous marketing efforts. Therefore, the sector marketing strategy must end up creating and marketing to just a few sectors.

Creates an automatically resizing MemoryBuffer with no initial content. Creates an automatically resizing MemoryBuffer with no initial content and an initial capacity specified by the parameter value. Creates a fixed-capacity MemoryBuffer using the byte array as the initial content. The capacity is fixed to the size of the array.

MemoryStream(int)

MemoryStream(byte[])

If you create a MemoryStream using the default constructor or the version that takes an int parameter, then the byte array that backs the stream will be resized to accommodate any data that you write. If you use the constructor that takes a byte array, then the capacity of the stream is fixed, but the initial content of the stream is set to be the content of the array. In addition to the members defined by the Stream class, MemoryStream has some additional members that are specific to a memory-backed stream. You can t use these members if you have upcast to the base class, but they can be helpful if you are working with the MemoryStream type directly. The additional members introduced by the MemoryStream class are described in Table 20-23. Table 20-23. Additional MemoryStream Members

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OK. You have divided your customer base into ve segments, and you have developed a marketing program for each of the ve. Let s say you divided your customers by level of total spending (rather than by age, income, product categories, etc.). Were your segments the most profitable that you could have devised How can you know One good way to nd out is to create a universal control promotion that you use with your segment control groups. This is a good promotion that has worked in the past and resulted in a lot of sales. It is used to test the marketing promotions designed for each segment. Table 8-2 shows a possible result of a mailing to your segments based on total spending. Here s how we did the math for the lift in sales. We subtracted the sales rate for the control group from the sales rate from the test. In the Gold segment, for example, we subtracted 7.94 from 8.10 and got 0.16 percent. Then we multiplied that 0.16 percent by the number of people in the test segment in this case 100,000 to get the lift in sales. What this tells us is that the creative material we used with the Gold

Gets or sets the size of the byte array that backs the MemoryStream. Returns a byte array containing the contents of the stream. Bytes that have been allocated in the array but that have not been assigned a value are omitted. Writes the contents of the MemoryStream to another Stream object.

ToArray()

WriteTo(Stream)