You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Cost Efficiency Helps Geico Keep Prices Down, Get Big Bang For Its '15-Minute Message' Its Smart Use of Consumer Data Is as Important to the Company's Growth as Its Massive Ad Budget By E.J. Schultz, Published on September 02, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.