Google announced the launch of a new initiative to help marketers better understand the impact of mobile on their businesses both online and offline. It's called Full Value of Mobile, and has a page on Google's "GoMo" site here.
The page has a calculator, which helps businesses consider online and offline conversions by rethinking conversion paths. The calculator lets you enter data manually or upload your Google Click Type report.
"We live in a world of constant connectivity, where mobility is bridging the digital and physical worlds," says Johanna Werther, Head of Google's Mobile Ads Marketing. "With smartphones in hand, people are taking a variety of online and offline actions, like calling a business, downloading an app, looking for directions to a store, or starting research that leads to a purchase on another device. We’re working hard to account for these new paths to purchase in AdWords, like the recent addition of calls as conversions to AdWords reporting. Still, with more work to be done to improve measurement tools, most marketers still account only for sales happening on a mobile site and aren’t seeing the full picture."
"This new consumer behavior is now the norm, with a recent study showing that nearly three of ten mobile searches result in visiting a store, calling a business, or making a purchase online," adds Werther. "Some smart marketers are already investing in understanding how mobile drives sales through these new customer paths. For example, adidas, in partnership with their agency iProspect, felt that mobile was converting in ways beyond their mobile website, so they created a simple yet powerful attribution model to understand how mobile is driving customers into stores. As a result, adidas found that each click on their store locator button was worth $3.20, which has changed the way they view their digital investment."
You can look at that case study here, if you like.
In addition to the calculator, the Full Value of Mobile site includes videos that illustrate mobile conversion paths, case studies, which highlight proven mobile strategies, and tips for measurement. Google says the step-by-step wizard for uploading data with the calculator amounts to about a thirty-minute process.