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So what have we learned overall from these studies Long-term customer loyalty should be a prime consideration during customer acquisition. It rarely is. You can test this in your company by determining the LTV of your customers by segment. Mass marketing may be the best method of acquiring some customers.

Figure 18-3. Zero extension in unsigned conversions For conversion between signed types, the extra most significant bits are filled with the sign bit of the source expression. This maintains the correct sign and magnitude for the converted value. This is called sign extension and is illustrated in Figure 18-4, first with 10 and then with 10.

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Pro ling and modeling customers and looking for prospects that match the pro le of pro table customers. Providing communications from a person who will be contacting the prospect. Providing personalized communications that re ect information that we have about the prospect. Using telemarketers to support eld sales personnel. Using a two-step process to zero in on those who are most likely to buy. Giving prospects a direct and simple offer with a deadline. Too many choices reduce response. Using the Web as a means for keeping everyone in the company up to date on the acquisition process.

When converting from a shorter type to a longer type, it s easy for the longer type to hold all the bits of the shorter type. In other situations, however, the target type might not be able to accommodate the source value without loss of data. For example, suppose you want to convert a ushort value to a byte. A ushort can hold any value between 0 and 65,535. A byte can only hold a value between 0 and 255. As long as the ushort value you want to convert is less than 256, there won t be any loss of data. If it is greater, however, the most significant bits will be lost.

For example, Figure 18-5 shows an attempt to convert a ushort with a value of 1,365 to a byte, resulting in a loss of data.

Acquiring customers by giving discounts. It works in the short term, but the customers do not stay with you. Assuming that every acquired customer is valuable. Many of them can be unpro table. Concentrating on acquisition to the exclusion of retention. Hanging on to customer names and not exchanging them with others.

Figure 18-5. Attempting to convert a ushort to a byte Clearly, only a relatively small number (0.4 percent) of the possible unsigned 16-bit ushort values can be safely converted to an unsigned 8-bit byte type without loss of data. The rest result in data overflow, yielding different values.

For the predefined types, C# will automatically convert from one data type to another but only between those types for which there is no possibility of data loss between the source type and the target type. That is, the language does not provide automatic conversion between two types if there is any value of the source type that would lose data if it were converted to the target type. If you want to make a conversion of this type, you must use an explicit conversion, called a cast expression. The following code shows an example of a cast expression. It converts the value of var1 to type sbyte. A cast expression consists of the following: A set of matching parentheses containing the name of the target type The source expression, following the parentheses Target type (sbyte) var1; Source expression When you use a cast expression, you are explicitly taking responsibility for performing the operation that might lose data. Essentially, you are saying, In spite of the possibility of data loss, I know what I m doing, so make this conversion anyway. (Make sure, however, that you do know what you re doing.) For example, Figure 18-6 shows cast expressions converting two values of type ushort to type byte. In the first case, there is no loss of data. In the second case, the most significant bits are lost, giving a value of 85 which is clearly not equivalent to the source value, 1,365.

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