The Full Value of Mobile by Bernie Tay (Google)


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The Full Value of Mobile by Bernie Tay (Google)

  1. 1. Google Confidential and ProprietaryThe Full Value of MobileBernie TayMobile SpecialistGoogle
  2. 2. Google Confidential and ProprietaryA multi-screen, connected world.
  3. 3. Google Confidential and ProprietaryContext drives device choiceThe goal we wantto accomplishThe time and dayof the weekOur location and “velocity”The device capabilitiesThe device we chooseto use at a particulartime is often drivenby our context:
  4. 4. Google Confidential and ProprietaryMobile paving new paths between customers and conversionsOnline to offline Online commercevia PCvia Store Locatorvia Click to CallVia Store to Online(Showrooming)via PCvia Mobile Appvia Mobile Webvia Cross-DeviceActivity
  5. 5. Google Confidential and ProprietaryWhat does this mean for your customers?In-store Mobile sites Cross-devices Apps Calls
  6. 6. Google Confidential and ProprietaryNew types of conversionsmCommerceIn-storeApp download& in-apppurchasesCallCross-device
  7. 7. Google Confidential and ProprietaryA concrete example: adidas
  8. 8. Google Confidential and ProprietaryAssigning value to all mobile conversions:building an attribution model
  9. 9. Google Confidential and ProprietaryAssigning value to ALL mobile conversions:introducing the Full Value of Mobile Calculator
  10. 10. Google Confidential and ProprietaryExample: Mobile’s impact on in-store sales
  11. 11. Google Confidential and ProprietarySummary: View the full value of your mobile investment
  12. 12. Google Confidential and ProprietaryStart now to measure the impact of mobile-to-store• Measure “Get Directions” clicks on LocationExtensions in your mobile ads• Use Google Analytics to see how many mobilevisitors view your “store locator” page• Measure in-store coupon downloads withEvent Tracking or Goals in Google Analytics• See if Universal Analytics is right for yourbusiness• Experiment with unique coupons orgeo-targeting ads in specific locationsto measure sales uplift
  13. 13. Google Confidential and Proprietary• View phone call conversions in yourAdWords reporting with Google forwardingnumbers. If not available in your country,try purchasing different phone numbers totrack volume• Measure clicks on Call Extensions in yourmobile ads• See clicks on the call button on your mobilesite with Event TrackingStart now to measure the impact of calls
  14. 14. Google Confidential and ProprietaryStart now to measure the impact of apps• Understand how people find your appwith Google Analytics• Set up Goals and eCommerce Trackingto track revenue generation• View engagement and measure retainedusers with Google Analytics• Measure app downloads from AppExtensions or Click to Download mobile ads
  15. 15. Google Confidential and Proprietary• Measure purchasing behavior of logged-inusers across devices• Consider adding a “buy later” buttonon the product pages of your mobilewebsite and measuring redemptionfrom reminder emails• See if Universal Analytics is right for yourbusinessStart now to measure the impact of cross-device
  16. 16. Google Confidential and Proprietary• Use Conversion Tracking in AdWords totrack sales, sign-ups and leads• Measure conversion volume on yourmobile site with Google Analytics• Set up Goals in Google Analytics andsee where customers are droppingoff in the check out process to optimizeyour siteStart now to measure the impact of m-commerce
  17. 17. Google Confidential and ProprietaryStart measuring the full value of mobile ?
  18. 18. Google Confidential and ProprietaryAppendix
  19. 19. Google Confidential and ProprietaryOn-device Conversion: TheHome Depot quadrupledmobile sales in a year.Goals• Capitalize early on the fast-growing mobile market• Improve user experience on mobile and in-store• Better understand mobile impact on their physicallocationsApproach• Developed a mobile site early• Developed an app using breakthrough technologies• Promoted mobile site through Google Mobile Adsusing call extension, location extension, site linksand display to raise awareness• Measured and optimized for mobile conversionsResults• Visits originating from a mobile phone havetripled in one year• Mobile sales more than quadrupled• Implemented close monitoring of key mobileconversions (store locators clicks)
  20. 20. Google Confidential and ProprietaryCross device: ProTraining’sMasters attribute 12% of totalsales to mobileGoals• Cater to on-the-go users• Understand cross-device attributionApproach• Offered $5 discount for customers signing upfrom mobile devices• Created cross-device attribution modelResults• 12% of total sales from mobile devices• $5-off coupon increased sales initiated frommobile by 35%• 11% of users would complete the entire videotraining on mobile – others on desktop or tabletAs a special mobile-only offer, signup now to receive your certificate foronly $24.95 (normally $29.95)
  21. 21. Google Confidential and ProprietaryMobile to store - RadioShack:40% to 60% of store locatorusers visit a storeGoals• Drive foot traffic to network of 5,500 U.S.stores• Understand mobile’s impact on store trafficApproach• Added local features such as store locator,click-to-call and GPS• Developed and refined value attribution modelfor mobileResults• 36% of the Site links clicks are going to the storelocator page on the mobile site.• 40% to 60% who visited the store did it with thestore locator• 85% of customers who used the store locator -so show an intent - make a purchase in store
  22. 22. Google Confidential and ProprietaryOnline Commerce viamobile app: One King LaneGoals• Take advantage of unique approach to engageand enrich relationships with consumersApproach• Developed app to allow users to Buy homedecor, gifts, kitchenware, and vintage finds,stay informed about daily sales and proceed tocheck-out in 2 steps.Results• 25% of revenue now comes from mobile.
  23. 23. Google Confidential and ProprietaryOnline to store via mobileclick to call: Starwood HotelsGoals• Provide quick access to guest information• Allow potential guests to bypass lengthy formsApproach• Launched search ads with click-to-call (CTC)and location extensions,• Easy access to location-specific, clickable phonenumbers to book a stay and map informationto access directions to hotel locations.Results• 200% increase in mobile traffic• 20x increase in mobile paid search ROI• 20% month to month mobile booking growth