Call Tracking System for Advertisement Attribution
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Solution Overview
Problem
Current marketing automation tools are unable to effectively track and measure the return on investment (ROI) for online, offline, and mobile advertisements that result in phone calls, as they lack telephony integration, making it difficult for businesses to determine which advertisements drive sales and revenue.
Innovation Solution
A marketing and tracking system that utilizes unique promotional telephone numbers, number pooling, and web user interfaces to track phone-based sales, incorporating call enhancements and reporting, allowing for detailed attribution of advertisements across multiple media outlets.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If a single phone address is used for multiple advertisements, then the system is simple to operate, but it becomes impossible to track which advertisements drive calls
Solution Approach 1:
The patent segments the single phone address into multiple unique phone numbers, each associated with a specific advertisement or media outlet. This allows precise tracking of which advertisement drives each call while maintaining operational simplicity through automated number assignment and reporting.
Solution Approach 2:
The patent introduces a call tracking system as an intermediary between the advertisements and the phone calls. This mediator captures call data, associates it with the appropriate advertisement, and provides reporting, thereby enabling precise measurement without requiring complex manual tracking processes.
2Measurement precision
If unique phone numbers are assigned to each advertisement, then advertisement tracking precision improves, but the quantity of phone numbers required increases
Solution Approach 1:
The patent makes each phone number multi-functional by enabling it to serve multiple purposes: it uniquely identifies an advertisement, routes calls to the appropriate destination, and generates trackable data. This universal approach allows one phone number to replace what would otherwise require multiple separate systems.
Solution Approach 2:
The patent changes the parameters of the phone number system by introducing dynamic assignment, where phone numbers are automatically allocated and associated with advertisements based on configurable rules. This parameter change enables scalable tracking without requiring manual management of large quantities of phone numbers.
3Extent of automation
If marketing automation tools are used, then marketing process automation improves, but telephony integration capability remains lacking
Solution Approach 1:
The patent merges marketing automation capabilities with telephony integration by combining advertisement management, call tracking, and reporting into a single unified system. This integration allows the system to automatically manage both digital marketing campaigns and phone call tracking, eliminating the need for separate tools.
Solution Approach 2:
The patent creates a universal marketing automation platform that handles both online advertising and offline phone calls. The system can manage advertisements across multiple channels while simultaneously tracking the resulting phone calls, providing end-to-end automation that spans digital and traditional marketing mediums.
Data Source
AI summary
There are disclosed systems and methods for facilitating communications between individuals and enterprises and in particular, to methods and systems for tracking and attributing customer and/or customer prospect online and offline communications in association with a marketing campaign.