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The Internet has proven to be a wonderful marketing tool for personal lines property/casualty insurers and agents. Geico, Progressive, Esurance, State Farm and Allstate dominate online. They have mastered the techniques for attracting prospective consumers who crawl through the Web in search of insurance.
However, when it comes to online advertising, many insurance marketers are still asking questions such as: "How much is being spent?" and "How do I justify a strategy?"
