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dictated the hierarchy of organization Not any more With the social web, information has to be available on demand by keyword, when and how users want it So when I need to change the cartridge in my inkjet printer, I have to be able to nd that information quickly and easily Similarly, Samsung should have its information link immediately available to prospects who enter an appropriate keyword ( at-panel TV ) I ll talk more in later chapters about how information words, pictures, and sound on the Web is becoming more and more convenient The point is that customers want what they want when they want it, and in a way that makes sense to them This may not necessarily be the hierarchical organization that makes sense to the advertiser or its information technology department Companies have traditionally used cost per thousand (CPM) to gauge costs.

Inexperience. Developers who have never built and fielded a J2EE application have no concept of what works and what does not. It may seem entirely appropriate to make liberal use of relatively heavyweight Entity Beans for every application query. After all, the entity layer is supposed to provide encapsulation of data and behavior and abstraction from the underlying database schema. Hence, using the entity layer would seem like a noble attempt to uphold the widely accepted benefits of its use. Using JDBC queries, on the other hand, would seem to counter these very same benefits, by tightly coupling the application to its underlying database schema. However, it takes realworld experience to know when the ideal is not ideal. Only an experienced architect, designer, or developer can understand that it is sometimes necessary to bypass the component framework or even denormalize database tables in order to achieve the kind of performance and scalability his or her customers require, as shown in Figure 2.2.

Several key lessons can be learned from this case by aspiring gumshoes and pros alike. The rst is to act quickly, especially when efforts among several investigative agencies are involved. This limited the total loss faced by OnlineMoney and, in turn, the victims. Quick action on the part of the credit union investigator shut down one of the chief avenues employed by Adrian to obtain the illicit funds. And promptness by the NCIS resulted in the apprehension of the perpetrator before he was able to go on the lam to avoid capture. Second, it always pays to keep complete records on customers and maintain a reliable audit trail. This is doubly true for investigators and business owners operating online where the bulk of your interaction with a customer is done remotely. Had OnlineMoney s system not tracked the data attributes it did, this case would have been signi cantly more dif cult to resolve. (continued )

How much will it cost to reach one million people at prime time in the Boston metro area How much will it cost for an ad in a magazine with a circulation of 600,000 Notice that CPM puts the focus on the cost that the company must pay The new marketing has an entirely different emphasis Instead of thinking about cost, you ll be thinking about return on investment Your marketing payment will be based on a measurable return For example, you might pay according to customer lifetime value (how much a customer is likely to spend with your company during the life of your relationship with that customer) In a highly sophisticated situation, the calculation would include the value of that customer s word-of-mouth and referrals From this perspective, marketing to the social web is truly an investment in your brand s future growth and pro tability.

You re paying for that growth, but you have a better idea of what you ll get for your money because the technology allows for more precise monitoring and measurement In the new marketing, customers want to be in charge of their own payment options Whether they use a credit card, give you a bank account number for debit, or choose PayPal, payment options must be fast and easy From your end, payments via the Web are easy to track and help you analyze where the company s revenue is actually coming from down to speci c customers and offers That s a big payoff..

Try to estimate how much food you ll need because large or bonus sized products or bulk products end up being no bargain if you have to throw away half of what you bought because it s spoiled. Buy the size that is most economical and convenient for you.