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Control group Total mailed Cost of mailing Number of responses Response rate Number of sales Sales rate Total revenue Revenue per sale Pro t Return on promotion 1,264,571 $547,559 13,366 1.06% 1,599 12.0% $2,605,603 $1,630 $95,896 18% Optimized group 1,264,571 $547,559 16,090 1.27% 2,323 14.4% $3,158,151 $1,360 $187,851 34% Percent changed 0% 0% 20% 20% 45% 21% 21% 17% 96% 96% Number changed 0 0 2724 0.22% 724 2.47% $553,208 ($270) $91,955 16.8%

if( null != pf ) // Make sure the delegate isn't null. pf(); // Invoke the delegate. else Console.WriteLine("Delegate is empty"); } } This code produces the following output: Print1 Print2 Print1 Print2 ----instance static instance static

There are a number of standard, predefined conversions for the numeric and reference types. The categories are illustrated in Figure 18-7. Beyond the standard conversions, you can also define both implicit and explicit conversions for your user-defined types. There is also a predefined type of conversion called boxing, which converts any value type to either of these: Type object Type System.ValueType

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This allowed total revenue to increase by over $500,000 and pro ts to increase by over $90,000 for one month s mailing. This translates into $6 million in added revenue and $1 million in added pro t on an annual basis. If the model cost $200,000 to run, it was still a worthwhile investment for the insurance company.

Any numeric type can be converted into any other numeric type, as illustrated in Figure 18-8. Some of the conversions are implicit conversions, and others must be explicit.

The implicit numeric conversions are shown in Figure 18-9. There is an implicit conversion from the source type to the target type if there is a path, following the arrows, from the source type to the target type. Any numeric conversion for which there is not a path following the arrows from the source type to the target type must be an explicit conversion.

The best data come from your customers themselves. Many of them will be glad to give you information for free. In the past, sending survey forms to customers by direct mail and receiving direct-mail responses was a very expensive process. Only a small percentage of customers (usually less than 7 percent) would respond to such a survey. When they mailed in their survey forms, the data from these forms had to be entered into a database by hand. The cost per completed survey was substantial, as Table 14-2 shows. To justify this expenditure, you had better have a very pro table marketing project. All this has changed with the advent of the Internet. Today companies make survey forms an important part of their Web site. They encourage people to come to the site and complete a survey form. The costs are dramatically different. Assume that you already have a person s email address. You ask that person to complete a survey by email, directing him to your Web site. When he gets there, he does all the work. Table 14-2 Cost per Survey by Mail

The figure demonstrates that, as you would expect, there is an implicit conversion between numeric types that occupy fewer bits to those that occupy more bits.

Amounts Requests sent Cost per request Cost Response rate Responses Return postage Data entry cost Response cost Total cost Cost per survey 200,000 $0.60 $120,000 7.0% 14,000 $0.80 $0.35 $16,100 $136,100 $9.72

You ve seen that explicit conversions have the possibility of losing data and not being able to represent the source value equivalently in the target type. For integral types, C# provides you with the ability to choose whether the runtime should check the result for overflow when making these types of conversions. It does this through the checked operator and the checked statement. Whether a segment of code is checked or not is called its overflow checking context. If you designate an expression or segment of code as checked, the CLR will raise an OverflowException exception if the conversion produces an overflow. If the code is not checked, the conversion will proceed regardless of whether there is an overflow.

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