Call Analytics System for Mobile Ad Keyword Attribution
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Solution Overview
Problem
Current online advertising networks lack the ability to provide advertisers with sufficient data on the effectiveness of mobile ads that drive calls, making it difficult for businesses to optimize their return on investment and understand which keywords are most cost-effective in generating calls and conversions.
Innovation Solution
A call analytics system that uses statistical techniques to correlate call data with advertising performance data, enabling advertisers to track and measure which keywords drive calls and sales, and recommends adjustments to improve advertising campaigns.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If companies spend significant money on mobile advertising campaigns, then advertisement placement and reach are improved, but the ability to measure return on investment and call effectiveness deteriorates
Solution Approach 1:
The patent introduces a call tracking number as an intermediary element between the advertisement and the advertiser's actual phone number. This tracking number serves as a mediator that captures call data without requiring changes to the advertiser's existing phone system, enabling precise measurement of ad-driven calls while maintaining normal business operations.
Solution Approach 2:
The patent replaces manual or approximate methods of tracking call effectiveness with an automated electronic system that uses telephony network data, statistical sampling, and computer algorithms to automatically attribute calls to specific advertisements and calculate ROI metrics.
2Device complexity
If traditional call tracking methods are used, then call data collection is simple, but the ability to attribute calls to specific keywords and advertisements deteriorates
Solution Approach 1:
The patent segments the call tracking process into distinct components: advertisement impression tracking, click-to-call tracking, call data collection, and statistical attribution. Each component handles a specific aspect of the measurement process, allowing the system to attribute calls to specific keywords and advertisements through systematic data segmentation and correlation.
Solution Approach 2:
The patent adds a new dimension of measurement by incorporating statistical sampling and probability-based attribution models that go beyond simple direct tracking. This allows the system to infer keyword-to-call relationships even when direct tracking data is unavailable, using multi-dimensional data from impressions, clicks, and call patterns.
3Measurement precision
If comprehensive call data collection is implemented, then measurement accuracy is improved, but system complexity and implementation difficulty increase
Solution Approach 1:
The patent enables the system to automatically collect, process, and analyze call data without requiring manual intervention. The electronic system self-manages data collection from telephony networks, automatic attribution through statistical algorithms, and generation of ROI reports, reducing implementation complexity while maintaining high measurement precision.
Solution Approach 2:
The patent implements feedback loops where call data is continuously collected, analyzed, and used to refine attribution models and provide real-time performance metrics to advertisers. This feedback mechanism allows the system to adapt and improve measurement accuracy over time while automating the complexity of data processing.
Data Source
AI summary
A call analytics system for analyzing the effectiveness of advertising campaigns using performance data and call data. Specifically, the call analytics system evaluates the performance of different keywords in generating calls to displayed phone numbers. The call analytics system uses statistical techniques to correlate received calls to displayed phone numbers with those keyword or keywords that were associated with displayed advertisements. The system gives advertisers the ability to track and measure which keywords drive sales for mobile users that call advertisers directly from ads on their smartphones or other mobile devices. In some embodiments, the system uses the calculated effectiveness of certain keywords to recommend changes to present or future advertising campaigns of the advertiser.