Offline Activity Record Integration via Tracking Server
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Solution Overview
Problem
Current methods for tracking phone calls and form submissions lack efficiency, as they require multiple phone numbers, interfere with branding efforts, incur significant costs, and fail to connect offline activities with online data for enhanced analytics and advertising optimization.
Innovation Solution
A system and method that associates phone calls and form submissions with online data by using a single phone number, generating identifiers for tracking, and communicating information between online and offline systems, enabling real-time, anonymous data usage for improved analytics and advertising targeting.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If multiple unique phone numbers are assigned to each ad or visitor combination, then call tracking precision is improved, but device complexity and cost increase significantly
Solution Approach 1:
The patent introduces an intermediary system (tracking server with database) that mediates between the single phone number and multiple online identifiers. The server maintains mapping relationships between phone calls and online visitor data, eliminating the need for multiple phone numbers while preserving tracking precision.
Solution Approach 2:
A single phone number is made universal to serve multiple advertising campaigns, visitor segments, and tracking purposes simultaneously. The system achieves multi-functionality by processing and analyzing call data in conjunction with online behavior data to provide comprehensive attribution.
2Quantity of substance
If phone numbers are dynamically assigned and recycled, then phone number quantity is reduced, but measurement reliability deteriorates due to uncertainty and errors
Solution Approach 1:
The tracking server acts as an intermediary that records and correlates call data with online visitor identifiers in real-time, eliminating the need for phone number recycling. The database maintains accurate mappings between calls and visitors, ensuring reliability even with a single static phone number.
Solution Approach 2:
The system performs preliminary tracking by capturing online visitor data (cookies, device identifiers) before the phone call occurs. This preliminary action establishes the connection between online behavior and offline calls, eliminating the need for dynamic phone number assignment and recycling.
3Measurement precision
If multiple phone numbers are displayed on the same page, then call source identification is improved, but ease of operation deteriorates due to impracticality
Solution Approach 1:
The tracking server serves as an intermediary that captures the online identifier (cookie, device ID) associated with the phone call, even when a single phone number is displayed. This eliminates the need to display multiple phone numbers while maintaining the ability to identify call sources through the online-to-offline correlation.
4Productivity
If offline call data is tracked independently, then call tracking functionality is achieved, but data completeness deteriorates by missing connection to online analytics
Solution Approach 1:
The patent merges offline call tracking data with online analytics data into a unified dataset. The system combines phone call information with visitor behavior data, device identifiers, and campaign information to create comprehensive user profiles that bridge the online-offline data gap.
Solution Approach 2:
The tracking system achieves multi-functionality by simultaneously performing call tracking, online behavior analysis, and data correlation. This unified system eliminates information loss by integrating multiple data sources into a single comprehensive analytics platform.
Data Source
AI summary
A method of collecting and indexing data by appending a tracking identifier (generated directly or indirectly by a tracking company) into a data file, wherein the data file is acquired from a computer system operated by a user. The data file could be data collected by a form made available through a website hosted by a web server. Additional data collected from other sources (stored as a record), such as a computer system operated by an agent, would be associated with the collected data file by an inquiry management company. The collected data and associated records are forwarded to a computer system that tracks online users and visitors. The process can many computer collected data (other than the data file) about website activity with other activities that are independent of the website.