Dive summary:
- Google seeks to fill a void with the new "Full Value of Mobile" calculator that helps brands monitor the impact of mobile marketing online and offline.
- The tool allows businesses that use Google mobile ad networks to determine the real affect and reach of mobile ads on actual business.
- The launch of Full Value of Mobile is coinciding with Yelp's announcement of its own tool to measure the impact of Yelp's service for businesses.
From the article:
"The calculator, she [Johanna Werther, head of Mobile Ads Marketing] says, provides 'simple equations and benchmarks' that speak to different aspects of a mobile marketing campaign. For example, how many people phone you as a result of an ad (using Google’s automatic dialing feature); and what impact is a cross-device campaign having versus one across a single platform? The metrics, in a sense, bring into context the many features that Google has been building out for the platform, and provide a way for businesses to better access those analytics. This is important for small businesses in particular, who may not have the budgets for larger campaigns and teams of people to do this work for them."
