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Before beginning any mobile ROI calculation, be absolutely clear what success is going to look like on mobile. This might sound obvious, but as always you’d be surprised how many organizations fall at the first hurdle. This isn’t comprehensive, but it should get you thinking in the right way. So here are my 5 short and simple steps to calculating Mobile ROI. Aside from anything else, even if you know your mobile strategy is a sure-fire winner, being able to show the same in numbers will only help when it comes to budget and getting the rest of the business behind you. It’s always a good idea to look at mobile ROI from the get go. What follows is an attempt to help you avoid that situation - a simple guide to calculating Mobile ROI that should ensure you get the credit for your good work, rather than shut down because you can’t demonstrate the value you’re delivering! Calculating Mobile ROI - The 5 Simple Steps But at some point, someone somewhere is going to ask the “Mobile ROI” question - and if you don’t have a good answer then you risk losing a lot of good work or at best losing the support of the business (and budget with it). In fact, chances are nobody’s going to ask for the numbers in the first place - the truth is that “ROI” is more usually used to kill projects than give them the green light.Īnd that isn’t necessarily a problem.
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It may be an unfashionable opinion, but I’ve been around long enough to know that if sufficient numbers of people in the right places WANT to do something, chances are it’s going to happen no matter what the numbers say. If mobile is the height of fashion, is it really necessary to run the numbers before committing to re-modelling the business with an innovative mobile strategy at the center?įor many organizations, the answer is usually ‘no’. Decisions get made without reference to the bottom line. Even if I wanted to, every statistic out there and the reality of the lives we live every day would be against me.īut there’s just one issue when specific technologies become fashionable. I’m certainly not going to argue against a belief that mobile represents a transformational technology when it comes to the brand / consumer relationship. There’s no doubt about it, mobile is hot right now.