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	June 4, 2007 Case Study: Allstate Masters Marketing Measurement by Christine Spivey Overby with Elana Anderson, Katheryn A. Feffer

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Executive Summary

At the US insurance giant Allstate, senior marketers have created a world-class measurement approach by focusing on both scientific methods and effective communication of measurement outcomes. But the secret to Allstate's measurement success lies in the most basic task: aligning its measurement system with marketing's mandate.

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