Multimodal Connection Interface for Advertiser Tracking
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Solution Overview
Problem
The convergence of technologies in multifunctional devices complicates businesses' ability to effectively track and measure the efficacy of their advertising campaigns across various online and offline channels, as existing call-tracking solutions are costly, unreliable, and lead to skewed performance analysis due to the reuse of call-tracking numbers and obsolete advertising campaigns.
Innovation Solution
A multimodal connection interface system that allows users to connect to a telephone number displayed in electronic content through various communication modes, enabling businesses to track and record communication sessions without the need for multiple call-tracking numbers, thereby eliminating associated costs and uncertainties.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If call-tracking telephone numbers are used to track user interactions across online and offline channels, then the ability to measure advertising campaign efficacy is improved, but the system becomes costly and unreliable due to the need to stockpile and manage large quantities of unused call-tracking numbers
Solution Approach 1:
The patent applies universality by making a single telephone number serve multiple functions and multiple advertising campaigns simultaneously. Instead of requiring separate call-tracking numbers for each campaign, the system enables one number to track interactions across numerous online and offline channels and multiple campaigns through digital tagging and attribution technology.
Solution Approach 2:
The patent applies parameter changes by transforming the static call-tracking number into a dynamic tracking mechanism. The system modifies the tracking capability by adding digital tags, metadata, and attribution parameters to the telephone number, enabling it to distinguish and track different campaigns, channels, and user interactions without requiring multiple physical numbers.
2Productivity
If call-tracking numbers are reused quickly after being retired from previous campaigns, then the availability of call-tracking numbers is improved, but the reliability of tracking data deteriorates due to incoming calls from obsolete advertisements
Solution Approach 1:
The patent applies feedback by implementing a system that continuously monitors and attributes incoming calls to their source campaigns and channels. The feedback mechanism tracks user interactions across digital channels, assigns attribution tags to calls, and provides real-time data on campaign performance, enabling the system to maintain reliable tracking even with number reuse.
Solution Approach 2:
The patent introduces an intermediary layer between the telephone number and the tracking system. This intermediary consists of digital tags, metadata, and attribution technology that mediate the connection between incoming calls and their source campaigns, allowing the system to distinguish between valid and obsolete advertising traffic without requiring separate telephone numbers.
3Measurement precision
If multiple call-tracking numbers are used to track different advertising campaigns, then the measurement precision is improved, but the device complexity and cost increase due to the need to manage and stockpile numerous numbers
Solution Approach 1:
The patent applies universality by designing a single telephone number that can universally track multiple advertising campaigns, channels, and user interactions. The system achieves this through digital tagging and attribution technology that enables one number to perform the function of multiple specialized tracking numbers.
Solution Approach 2:
The patent applies merging by combining multiple tracking functions into a single telephone number. Instead of using separate numbers for different campaigns and channels, the system merges these functions by adding digital layers of attribution and tagging to a unified telephone number, reducing system complexity while maintaining tracking precision.
Data Source
AI summary
A system and method for customizing a connection interface that is displayed to a user and provides multiple modes for the user to connect to a telephone number. The multimodal connection interface may be triggered by a GUI event, such as the user selecting or pointing to a telephone number in a displayed web page. The connection interface provides multiple options for the user to connect to the phone number, such as by mobile phone or computer. In some embodiments, the system uses advertiser-defined rules to present a connection interface that includes additional details about the advertiser that is associated with the telephone number. In some embodiments, the system uses publisher-defined rules to present a connection interface that includes information about the advertiser as well as other related businesses.