Dynamic Phone Number Assignment for Call Attribution
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Solution Overview
Problem
Conventional click-to-call systems are inefficient for online advertising as users are hesitant to share their phone numbers, leading to lost revenue and difficulty in tracking the effectiveness of online, offline, and mobile advertisements, especially when purchases are made over the phone.
Innovation Solution
A marketing automation system assigns dynamic phone numbers to media elements within a marketing campaign, tracks customer interactions, and routes calls based on lead scores, enabling accurate attribution and credit for affiliates, while also managing call quality and routing to optimize advertising campaigns.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If conventional click-to-call systems are used, then users can be contacted by advertisers, but users are hesitant to share their phone numbers and revenue is lost
Solution Approach 1:
The patent introduces an intermediary system (call tracking system with unique phone numbers) that mediates between the user and the advertiser. The system assigns unique phone numbers to advertisements and tracks calls to determine conversions without requiring users to directly share their numbers with advertisers, thus building trust while maintaining conversion tracking capability
Solution Approach 2:
The system implements feedback mechanisms by tracking call data, caller ID information, and call duration to determine conversion status. This feedback loop allows the system to attribute sales to specific advertisements while maintaining user privacy and trust, resolving the contradiction between user trust and conversion rate
2Loss of information
If phone numbers are collected through dialogue boxes, then advertiser contact information is obtained, but tracking effectiveness of advertisements becomes difficult
Solution Approach 1:
The patent segments the phone number space by assigning unique phone numbers to specific advertisements or advertisement groups. This segmentation allows the system to track which advertisements generate calls without requiring complex tracking mechanisms, as each unique number can be independently monitored and attributed
Solution Approach 2:
The system enables self-service tracking by having the telephone network itself provide the tracking capability through unique phone numbers and call signaling information. The network automatically provides caller ID and call routing data, eliminating the need for complex custom tracking systems while maintaining accurate attribution
3Measurement precision
If click-to-call is used for online advertising, then some conversions can be tracked, but revenue is lost when purchases are made over the phone
Solution Approach 1:
The patent makes the call tracking system universal by enabling it to handle multiple types of communications including voice calls, faxes, and text messages through a single unified system. This multi-functionality allows the system to capture all conversion types (online purchases, phone orders, fax inquiries) under one tracking framework, preventing revenue loss while maintaining precise attribution
Solution Approach 2:
The system performs preliminary action by assigning unique phone numbers to advertisements before the user interacts with them. This pre-configuration ensures that when a user calls the advertised number, the system already has the context needed to track and attribute the call to the correct advertisement, enabling accurate measurement and preventing revenue loss
Data Source
AI summary
An online and offline communication processing and tracking using data processing and data/voice networks is described. A phone address from a phone address number pool is automatically assigned to a first entity. A call quality rating is determined and recorded. A call from a caller directed to the phone address is received at a call bridging system coupled to at least one network, wherein the call is associated with call signaling information. Based at least in part on the call quality associated with the caller call, the caller call is assigned to a first location in a call queue. An outbound call is generated from the call bridging system and the inbound and the outbound calls are bridged. One or more parameters of the bridged call are compared to the call quality rating. An indication is recorded regarding the successful bridging of the calls in association with an entity identifier.