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The scarcest commodities in any database marketing operation are imagination and leadership: the ability to think up ideas that will work and the ability to sell those ideas to management and apply them It is a highly competitive world today Friends and Family, created by MCI 15 years ago, was a wonderfully creative idea for acquiring new customers It alone made MCI into a giant long-distance carrier But once everyone else realized what it was and how it worked, it was copied by others, and it no longer had the power it once had To succeed, you have to constantly come up with new ideas Some people just don t understand this They think that if they build a database and apply expensive software, pro ts will roll in This is the reason for the CRM craze that hit the database marketing world in the previous decade.

Nonetheless, the presence of such data points should emphasize the fact that market events involving exceptional ranges do occur and must be managed adequately by a trading system. All ranges shown in Table l-l are standardized ranges, computed by dividing a bar s range by the average range over the last 20 bars. As is common with market data, the distribution of the standardized range had a longer tail than would be

If you read the CRM manuals, it almost sounds as if customer acquisition and retention is a simple matter of building a data warehouse and applying expensive software to it In general, CRM has been a gigantic failure We shall return to this subject in the next chapter Focus on price instead of service The main reason why customers stop using a product or service is not the product or the price, but the way they were treated by the company providing the product or service Management always thinks that price is the problem, hoping that through discounts, it can buy some loyal customers Discounts do not buy loyalty They reduce loyalty They reduce margin They get customers to think about how much they are paying instead of about how much they are getting A database.

TABLE I-1

Once the site is established, Dell uses the tracking information to increase sales. At one point, an IS director checked networking equipment on his Dell site. He did not buy. The next week, a Dell salesperson called this IS director (based on the Web statistics) to see if she could help the IS director with his networking purchases. The basis of satisfactory customer relationships is knowledge, and the use of that knowledge for helpful communications. Without the Web visit, how would the salesperson have known that she should call on the IS director to discuss networking equipment This is effective use of the Web.

If they are not available at your supermarket, try the local health-food store. If an exterminator is required, find one that uses natural methods.

Output from Data-Checking Utility for End-of-Day S&P 500 Continuous-Contract Futures Data from Pinnacle

addition of elements based on neural networks and genetics In 11, neural network forecasters were developed for use in generating entries One of the particular neural forecasters (the time-reversed Slow %K net) attempted to predict whether tomorrow s prices would be near the low or high end of the range of prices that would occur over the next several days This network can be added to an exit strategy: If the net suggests that the market is near the top of its near-future range and a long position is being held, it would probably he a good idea to exit before the market begins to move down Likewise, if the net forecasts a rising market while a short position is being held, the trade should be exited before the market begins to rise.

We have been talking as if the Web facilitates marketing communications between customer and supplier, which it does. But there is another vital relationship that is also made possible by the Web. You can invite your suppliers to come behind the counter as well. In Strategic Database Marketing, I described the super service that the Marriott Hotels Web site provides to professional meeting planners. A meeting planner who logs on to this site can nd all the Marriott hotels in any given area, indexed by the services offered. When the planner picks out a hotel, she can see how many conference rooms are available and their capacity, and she can see a picture of the hotel and a map showing its location. Most of this information cannot easily be described on the telephone. When you see it on your PC in living color, you can print it out and carry it around. That is super customer service. In 12 I report that Lands End discovered that customers who lled out a personal description of their bodies were 70 percent more likely to make a purchase than other Web visitors. Getting customers involved, as the Tupperware salesman did, is the route to customer loyalty and sales. So, what should you do What is your role in the new economy Everyone who is reading this book has either customers or customers of clients who could be helped by letting them come behind the counter. What are the advantages