The idea is to use simple equations to estimate the value that mobile is driving for businesses through calls, apps, in-store, on their mobile site and across devices, using data from Google’s AdWords and from mobile websites.

And the video (below) is a persuasive case for doing more with mobile. Google says media and brands have found working out the value of mobile a challenging task. The ‘consumer-led disruption’ challenges because of the rate at which consumers are using technology.

FVOM is designed to help brands and agencies work out the value of mobile in a multi-screen world. The tool can help agencies and brand owners understand the value of the different interactions across different devices… a first step to digging into the purchase paths of individual consumers.