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Case study : Allstate masters marketing measurement

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<subTitle>: Allstate masters marketing measurement</subTitle>
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<namePart>Overby, Christine Spivey</namePart>
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<namePart>Anderson, Elana</namePart>
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<namePart>Feffer, Katheryn A.</namePart>
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<namePart>Forrester</namePart>
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<publisher>Forrester, Inc.</publisher>
<dateIssued>2007</dateIssued>
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<abstract displayLabel="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 sucess lies in the most basic task: aligning its measurement system with marketing¿s mandate</abstract>
<note type="statement of responsibility">by Christine Spivey Overby with Elana Anderson and Katheryn A. Feffer</note>
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<topic>Marketing</topic>
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