SUMMARY: We think you will find this Case Study useful for two reasons. First you will learn which offer worked best for Xerox's online ads: a sweepstakes offer, an interactive game, or product info. (Yes, the results were surprising.)
Plus, if you have ever wondered how to measure the success and costs of online campaigns, Xerox's Barbara Basney is definitely a role model to consider following. "It isn't about click throughs," she told us, "I really don't care about that." What is it about? Here is where to find out.