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people resulted in 160 more sales than we would have gotten if we had sent them the control package. Unfortunately, this segmentation scheme is a self-ful lling prophecy. The high spenders spent a lot. The low spenders spent a little. You knew that when you set up your segments. You could not think up enough creative things to say to the Gold customers, for example, to differentiate their behavior from that of the Gold customers who got the same message that was sent to everyone else. This is bad segmentation strategy. Suppose we were to create our segments in a different way. We might do it by the age of the customer. We create special promotions for people in their teens, people in their twenties and thirties, people in their forties and fties, and senior citizens. We want to see if we can design messages that reach these segments and do better at selling to them than a generic message. Table 8-3 shows a possible result. As you can see, we have the same number of people, but they are divided into age groups. The lift from our promotions is very much more pronounced. The teen message really scored well and produced a 4025-customer lift over the control groups. We can t say the same for the work that our creative staff did for people in their forties and fties. From this you can see that the way you create your segments often determines your results. You should experiment with several segmentation schemes before you settle on the one that you will use for a long time.

The System.IO.Compression namespace contains two pass-through streams that can be used to compress and decompress data. The DeflateStream class uses the deflate compression algorithm, while the GZipStream class uses gzip. I ll focus on the GZipStream in this section, but both classes operate in the same way, other than for the compression algorithm they employ. You create GZipStream objects directly using the constructor:

GZipStream(Stream, CompressionMode)

With SortedMap, you have the methods firstKey() and lastKey() for getting the edge keys of the map NavigableMap adds several other keys you can get, as follows: ceilingKey(key): Used for getting the first key of the map greater than or equal to the given key, or null if there is none floorKey(key): Used for getting the first key of the map less than or equal to the given key, or null if there is none higherKey(key): Used for getting the first key of the map strictly greater than the given key, or null if there is none lowerKey(key): Used for getting the first key of the map strictly less than the given key, or null if there is none The third set of methods is probably the most useful When working with a SortedMap or Map instance, in general, you would get the key and then look up its value.

The Stream parameter is the backing stream. The CompressionMode parameter is a value from the CompressionMode enumeration, which contains the two values described in Table 20-27. Table 20-27. CompressionMode Values

Number promoted Teens Control 20s and 30s Control 40s and 50s Control Seniors Control Total 115,000 20,000 145,000 20,000 75,000 20,000 65,000 20,000 480,000 Sales rate 9.50% 6.00% 7.70% 5.80% 5.00% 5.70% 4.00% 3.10% Lift 3.50% 1.90% 0.70% 0.90% Lift in sales 4,025 2,755 (525) 585 6,840

Decompresses the data read from the backing stream Compresses the data written to the backing stream

You can combine the values from the CompressionMode enumeration, but these streams don t allow you to reposition the cursor, so you really need to create one GZipStream object when you want to compress data and another GZipStream object when you want to read and decompress the data. Listing 20-20 provides an example. Listing 20-20. Using the GZipStream Class using System; using System.IO; using System.IO.Compression; class Listing 20 { static void Main(string[] args) { // create a path for a temporary file with the gzip extension string filePath = Path.ChangeExtension(Path.GetRandomFileName(), ".gzip"); // open a write-only file stream using the file path FileStream writeFileStream = new FileStream(filePath, FileMode.OpenOrCreate, FileAccess.Write); // create the compression stream, backed using the file stream GZipStream compressStream = new GZipStream(writeFileStream, CompressionMode.Compress); // write some data to the compression stream for (int i = 0; i < 5; i++) { Console.WriteLine("Writing value: {0}", i); compressStream.WriteByte((byte)i); } // flush and close the stream compressStream.Flush(); compressStream.Close(); // open the file again, this time as read-only FileStream readFileStream = new FileStream(filePath,