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Year 1 Customers Retention rate Spending rate Revenue Cost rate Costs Acquisition/retention cost ($120/$20) Total costs Pro t Discount rate NPV of pro t Cumulative NPV of pro t Lifetime value 100,000 60% $275 $27,500,000 60% $16,500,000 $12,000,000 $28,500,000 ($1,000,000) 1.00 ($1,000,000) ($1,000,000) ($10) Year 2 60,000 65% $285 $17,100,000 55% $ 9,405,000 $ 1,200,000 $10,605,000 $6,495,000 1.07 $6,058,769 $5,058,769 $50.59 Year 3 39,000 70% $295 $11,505,000 54% $6,212,700 $ 780,000 $6,992,700 $4,512,300 1.15 $3,926,525 $8,985,294 $89.85

created in Listing 30-10 (if you are following these examples, you will need to compile and run Listing 30-10 to create the record before this listing will work). Listing 30-12. Updating a Database Record Through an Entity Object using using using using System; System.Collections.Generic; System.Linq; NorthwindModel;

class Listing 12 { static void Main(string[] args) { // create a context NorthwindEntities context = new NorthwindEntities(); // query to find the empoyee record we are looking for IEnumerable<Employee> results = from e in context.Employees where e.LastName == "Freeman" select e; // enumerate the results and make changes foreach (Employee emp in results) { emp.City = "Boston"; emp.Country = "USA"; emp.Title = "Sales Representative"; emp.ReportsTo = 2; } // save the changes context.SaveChanges(); // wait for input before exiting Console.WriteLine("Press enter to finish"); Console.ReadLine(); } } Listing 30-12 uses LINQ to query the database for the data we want and then assigns new values to the Employee object. When all the changes are made, I call the SaveChanges method, and the database is updated. If we inspect the Employee table data, we can see that the changes have been made, as illustrated by Figure 30-22.

To delete data from the database, you simple call the DeleteObject method of the context object and pass in the entity object that you want to delete as the parameter. Then you call the SaveChanges method. Listing 30-13 provides a demonstration, which deletes the row in the Employee table that I created in Listing 30-10. Listing 30-13. Deleting Data from the Database using using using using System; System.Collections.Generic; System.Linq; NorthwindModel;

KeyInfoFactory kif = sigFactory.getKeyInfoFactory(); KeyValue kv = kif.newKeyValue(keypair.getPublic()); KeyInfo keyInfo = kif.newKeyInfo(Collections.singletonList(kv)); return sigFactory.newXMLSignature(signedInfo, keyInfo); } private static void signTree(Node root, PrivateKey privateKey, XMLSignature sig) throws MarshalException, XMLSignatureException { Element envelope = getFirstChildElement(root); Element header = getFirstChildElement(envelope); DOMSignContext sigContext = new DOMSignContext(privateKey, header); sigContext.putNamespacePrefix(XMLSignature.XMLNS, "ds"); sigContext.setIdAttributeNS(getNextSiblingElement(header), "http://schemas.xmlsoap.org/soap/security/2000-12","id"); sig.sign(sigContext); } private static boolean validateXMLSignature( PublicKey publicKey, Node root, XMLSignature sig) throws XMLSignatureException { Element envelope = getFirstChildElement(root); Element header = getFirstChildElement(envelope); Element sigElement = getFirstChildElement(header); DOMValidateContext valContext = new DOMValidateContext(publicKey, sigElement); valContext.setIdAttributeNS(getNextSiblingElement(header), "http://schemas.xmlsoap.org/soap/security/2000-12", "id"); return sig.validate(valContext); } private static void dumpDocument(Node root) throws TransformerException { Console console = System.console(); console.printf("%n"); Transformer transformer = TransformerFactory.newInstance().newTransformer(); transformer.setOutputProperty(OutputKeys.INDENT, "yes"); transformer.transform(new DOMSource(root), new StreamResult(console.writer())); console.printf("%n"); }

class Listing 13 { static void Main(string[] args) { // create a context NorthwindEntities context = new NorthwindEntities(); // query to find the empoyee record we are looking for IEnumerable<Employee> results = from e in context.Employees where e.LastName == "Freeman" select e; // enumerate the results and delete them foreach (Employee emp in results) { context.DeleteObject(emp); } // save the changes context.SaveChanges();

Do your homework and nd out how much you are spending to acquire customers. Keep track of who is referring whom. Find out how much more valuable referrals are than regular customers. Then set up a program to share that pro t and to reward your customers for referring other people who become customers. Table 13-5 shows how regular customers might look on a LTV chart. Your regular customers cost you $120 to acquire and $20 to maintain once they are acquired. Your retention rate begins at 60 percent. These customers are worth $90 in the third year. Now let s look at referred customers (see Table 13-6). Let s say you can generate 10,000 referrals. As you can see, these referred customers have a much higher retention rate. As a result, even after we reward our regular customers with $50 per referred customer, these customers have a third-year LTV of $206 instead of $90. They are really pro table customers. You will discover the same thing. Figure it out, and design a referral program.

// wait for input before exiting Console.WriteLine("Press enter to finish"); Console.ReadLine(); } } Compiling and running Listing 30-13 removes the row from the database and restores it to its original state.