Dynamic Phone Number Assignment for Call Attribution
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Solution Overview
Problem
Conventional click-to-call systems are inefficient as users are hesitant to share their phone numbers, leading to lost sales and difficulty in tracking the effectiveness of online advertising campaigns, especially when transactions occur over phone calls rather than online purchases.
Innovation Solution
A marketing automation system assigns dynamic phone numbers to marketing campaigns, tracks calls, and routes them based on lead scores, enabling accurate attribution and credit to affiliates for successful calls, while also managing call quality and routing to appropriate destinations.
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 leading to lost sales
Solution Approach 1:
Instead of having users input their phone numbers into dialogue boxes (conventional approach), the system inverts the flow by providing a displayed phone number that users can see and call directly. The phone number is prominently displayed on the web page, allowing users to initiate calls without sharing their contact information with the advertiser first.
Solution Approach 2:
The patent introduces an intermediary tracking mechanism that links calls to advertising campaigns without requiring users to share their phone numbers. The system uses call tracking technology to associate incoming calls with specific advertisements and campaigns, serving as a mediator between the user's calling action and the advertiser's tracking needs.
2Ease of operation
If click-to-call systems are used, then users can call advertisers, but it is difficult to track the effectiveness of online advertising campaigns
Solution Approach 1:
The system performs preliminary tracking setup by assigning unique phone numbers or tracking identifiers to specific advertising campaigns and advertisements before the calls occur. This preliminary configuration enables the system to automatically attribute incoming calls to the correct campaigns and advertisements, preserving campaign effectiveness data from the start.
Solution Approach 2:
The patent implements feedback mechanisms through call tracking analytics that provide real-time and historical data on call sources, conversion rates, and campaign performance. This feedback loop allows advertisers to see which advertisements and campaigns generate the most calls and conversions, enabling continuous optimization.
3Adaptability or versatility
If multiple advertisements drive calls to one phone number, then advertising coverage is expanded, but it becomes difficult to determine which advertisements were most effective
Solution Approach 1:
The patent segments the phone number pool into multiple dedicated phone numbers, each assigned to specific advertisements or advertising campaigns. This segmentation allows the system to distinguish and track calls from different advertising sources even though they all route through a centralized system. Each advertisement can have its own tracking phone number, enabling precise measurement of individual ad performance.
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.