Based on the information in this case, how might Allstate measure the effectiveness of the Mayhem campaign?

Once a group of massively boring companies, auto insurance firms were not known for creative advertising. That has changed dramatically in the past decade as all of the top companies have developed creative and entertaining campaigns based on widely recognized personality symbols. Each of them have also poured more and more money into advertising and promotion in an effort to grow or protect market share. This case follows Allstate’s efforts by extended the longest-running slogan to the Mayhem campaign.