For CMO & Marketing Leadership Professionals

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	July 17, 2007 Case Study: Wachovia Embraces Scientific Measurement by Christine Spivey Overby with Elana Anderson, Sarah Glass

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Executive Summary

Wachovia has built a culture of accountability by nurturing an expertise in statistical analysis and predictive modeling. Marketing leadership professionals can glean a host of measurement best practices from Wachovia including how to make the models work and how to socialize their recommendations.

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