Dynamic Phone Number Assignment for Call Tracking
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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 purchases are made over the phone.
Innovation Solution
A marketing automation system assigns dynamic phone numbers to marketing campaigns, tracks calls, and routes them based on lead scores, enabling enhanced lead scoring and attribution, and credits affiliates for successful calls, while also managing call quality and routing.
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:
The patent introduces call tracking systems with intermediary phone numbers that bridge users and advertisers without requiring users to share their personal numbers. The system uses call routing infrastructure to track calls while maintaining user privacy, thereby building trust while improving conversion rates through accurate lead tracking.
2Ease of operation
If phone numbers are collected from users, then advertiser contact is enabled, but difficulty in tracking advertising campaign effectiveness increases
Solution Approach 1:
The patent implements call tracking systems that provide feedback on advertising campaign effectiveness by monitoring call metrics such as call volume, duration, and source. This feedback mechanism enables advertisers to track which campaigns generate the most calls without requiring users to share their phone numbers, thus maintaining ease of contact while improving tracking capability.
3Device complexity
If multiple advertisements drive calls to one phone number, then ad performance tracking becomes simplified, but determining the most effective advertisement becomes difficult
Solution Approach 1:
The patent segments the phone number tracking system into campaign-specific tracking numbers while maintaining a centralized management infrastructure. Each advertisement or ad group can have its own tracked phone number, enabling precise measurement of ad effectiveness. The segmentation is implemented through software routing that distributes calls to appropriate destinations while maintaining trackability, thus improving measurement precision without excessive complexity.
4Productivity
If click-to-call functionality is implemented, then online advertising can generate phone calls, but revenue is lost when purchases are made over the phone without tracking
Solution Approach 1:
The patent implements comprehensive call tracking and attribution systems that provide feedback on which online advertisements generate phone calls and resulting sales. By tracking call sources and connecting them to sales transactions, the system enables revenue recognition from phone-based purchases driven by online ads, thus preventing revenue loss while maintaining high conversion productivity.
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.