Demand-Side Platform for Marketing Attribution Tracking
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Solution Overview
Problem
Current contact center systems lack effective methods to attribute marketing spend to sales or service outcomes, leading to inefficiencies in resource allocation and advertising effectiveness.
Innovation Solution
Implementing a demand-side platform that manages ad exchanges and utilizes real-time bidding to optimize ad delivery, allowing for market attribution by tracking interactions from initial digital impressions to customer contact, enabling timely resource allocation and improved marketing campaign management.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If traditional contact center systems are used without marketing attribution tracking, then system simplicity is maintained, but marketing spend cannot be effectively attributed to sales or service outcomes
Solution Approach 1:
The patent introduces a demand-side platform as an intermediary system that bridges marketing spend tracking and sales outcome attribution. This platform manages ad exchanges, tracks digital impressions, and correlates them with customer contact center interactions, enabling marketing attribution without requiring complete system redesign of existing contact center operations.
Solution Approach 2:
The system segments the marketing attribution process into distinct functional modules: ad exchange management, impression tracking, customer interaction monitoring, and attribution analysis. This segmentation allows each component to be optimized independently while working together to provide comprehensive marketing attribution capabilities.
2Productivity
If real-time bidding and demand-side platform are implemented, then ad delivery optimization and marketing attribution improve, but system complexity and implementation costs increase
Solution Approach 1:
The demand-side platform is designed to perform multiple functions within a single system: managing ad exchanges, executing real-time bidding, tracking digital impressions, monitoring customer interactions, and analyzing marketing attribution. This multi-functionality consolidates what would otherwise require separate systems into one unified platform, reducing overall complexity despite the advanced capabilities provided.
3Measurement precision
If comprehensive tracking from digital impressions to customer contact is implemented, then marketing attribution accuracy improves, but data processing complexity and time requirements increase
Solution Approach 1:
The system performs preliminary tracking and classification of customer interactions as they occur at the contact center, tagging them with relevant marketing campaign identifiers before final attribution analysis. This preliminary action prepares the data in advance, reducing the complexity of downstream processing while maintaining high attribution accuracy through comprehensive tracking from digital impressions through to customer contact.
Data Source
AI summary
A system and method include a customer engagement platform of an enterprise. The customer engagement platform is configured to connect with an audience computer and provide to the audience computer contact information associated with a marketing attribution. The marketing attribution accompanies an impression served to the audience computer. The impression and marketing attribution associated with the contact information are sent to the customer engagement platform during an interaction with the enterprise.