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 and offline advertising campaigns, especially when transactions occur through different mediums like wireline and wireless telephony.
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 effective call tracking and attribution across multiple advertising channels.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If conventional click-to-call systems are used, then advertisers can collect user phone numbers and conduct sales over the telephone, but users are hesitant to share their phone numbers and may lose interest before the call is returned
Solution Approach 1:
The patent introduces call tracking numbers as intermediaries between advertisers and users. Instead of users directly providing their phone numbers to advertisers, the system uses tracked call numbers that can be associated with specific advertising campaigns. These numbers route calls through a tracking system that identifies the source and tracks the interaction, thereby maintaining user privacy while enabling campaign attribution and sales tracking.
2Device complexity
If multiple advertisements drive calls to one phone number, then advertisers can simplify their contact method, but it becomes difficult to determine which advertisements were most effective
Solution Approach 1:
The patent segments the phone number resource into multiple tracked call numbers, each associated with specific advertising campaigns or channels. Instead of using a single shared number, the system creates distinct numbers or identifiers for different ad sources. This segmentation allows the tracking system to associate incoming calls with their specific advertising origins, enabling accurate attribution analysis while maintaining a relatively simple user interface for callers.
3Productivity
If click-to-call functionality is implemented, then online advertising can generate telephone leads, but revenue is lost when promotions result in phone calls that cannot be tracked back to the media buyer
Solution Approach 1:
The patent implements a feedback mechanism through call tracking numbers that provide detailed information about call sources, durations, and conversion outcomes. The system captures feedback data from each call interaction and associates it with the specific advertising campaign and media buyer. This feedback loop enables media buyers to see the direct return on their investment by tracking which ads generated successful calls and sales, allowing for optimized media spending and better ROI calculation.
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.