Dynamic Phone Number Ring Pool for Ad 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 purchases are made over the phone.
Innovation Solution
A marketing automation system assigns dynamic phone numbers to media elements within a marketing campaign, allowing for call routing and lead scoring, enabling the tracking and management of ad spending by associating meaningful values with each call's traffic source.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If conventional click-to-call systems are used, then users can initiate calls through web pages, but users are hesitant to share their phone numbers leading to lost sales
Solution Approach 1:
The patent introduces a ring pool system as an intermediary mechanism between the user and the advertiser. Instead of the user directly providing their number to the advertiser, the system uses a ring pool number as a mediator that receives the user's call and then connects to the advertiser. This intermediary approach maintains user trust while enabling effective call tracking and advertising attribution.
Solution Approach 2:
The patent segments the call routing process into distinct components: the user's phone number, the ring pool number (advertiser's number), and the advertiser's number. By segmenting these elements and using the ring pool as a controlled intermediary, the system enables reliable tracking of which advertisements generated calls without requiring users to directly share their numbers with advertisers.
2Adaptability 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 assigns unique identifiers (such as UIDs or ad codes) to each advertisement and incorporates these into the ring pool number or call metadata. This segmentation allows the system to distinguish between different advertisements even though they all route through a single ring pool number, thereby maintaining the ability to track ad effectiveness while supporting diverse advertising channels.
Solution Approach 2:
The system implements feedback mechanisms by tracking call data, duration, and source information back to the specific advertisement. The ring pool system captures metadata about which ad generated the call and provides this feedback to the advertiser, enabling effective measurement of ad performance across multiple channels without sacrificing tracking capability.
3Measurement precision
If call tracking solutions are implemented for single advertisements, then ad performance is clear, but the system becomes complex when multiple advertisements use the same number
Solution Approach 1:
The patent designs the ring pool system to serve multiple functions simultaneously: it acts as a call receiver, a tracking mechanism, and a routing switch. By making the ring pool number multi-functional, the system can track multiple advertisements without requiring separate tracking infrastructure for each ad, thereby reducing overall system complexity while maintaining precise measurement capability.
Solution Approach 2:
The ring pool system serves as a centralized intermediary that handles all call tracking operations. Rather than implementing complex tracking systems at each advertisement level, the ring pool acts as a single mediator that collects, processes, and routes call information, simplifying the overall architecture while enabling precise ad performance measurement across multiple campaigns.
4Adaptability or versatility
If revenue is lost when promotions result in phone calls that cannot be tracked, then advertising reach is maximized, but return on investment cannot be optimized
Solution Approach 1:
The ring pool system implements comprehensive feedback mechanisms that track every call back to its originating advertisement. By capturing call data, duration, and source information, the system provides feedback that enables advertisers to measure the true return on investment for their campaigns, preventing revenue loss from untrackable calls while maintaining broad advertising reach.
Solution Approach 2:
The patent replaces traditional mechanical call tracking methods with a digital metadata-based system. Instead of relying on complex telephonic tracking mechanisms, the system uses digital identifiers and metadata associated with the ring pool number to track calls, thereby enabling accurate ROI measurement while maintaining the simplicity and broad reach of telephone advertising.
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.