Offline Data Association With Online Activity via Variable Call Tracking
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Solution Overview
Problem
Current methods for associating phone calls with website visits are inefficient, costly, and limited in data integration, as they require multiple phone numbers, interfere with branding, and do not effectively connect offline activities with online data for enhanced analytics and advertising optimization.
Innovation Solution
A system and method that tracks phone calls and form submissions by appending a variable generated by online systems to these activities, allowing them to be recorded and associated with online data, using a single phone number, and integrating with web analytics systems for real-time, anonymous data utilization.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If multiple phone numbers are used to track different ads, then call attribution accuracy is improved, but device complexity and cost increase
Solution Approach 1:
The patent introduces call tracking numbers as intermediaries between ads and the main business phone number. These tracking numbers capture call data and forward calls to the business, enabling precise attribution without requiring the business to manage multiple direct contact numbers. The intermediary layer separates the tracking function from the communication function.
Solution Approach 2:
The system uses a single business phone number that serves multiple purposes: receiving calls from all channels and automatically routing them based on tracking data. This universal number replaces the need for multiple dedicated numbers while maintaining attribution capabilities through the underlying tracking infrastructure.
2Loss of information
If multiple phone numbers are assigned to different ads, then call tracking capability is improved, but loss of substance increases due to multiple phone numbers required
Solution Approach 1:
Call tracking numbers serve as intermediaries that capture attribution data without consuming additional business phone numbers. The system can track calls from numerous ads using a limited set of tracking numbers that all forward to the business's main number, eliminating the need for a one-to-one mapping between ads and phone numbers.
Solution Approach 2:
The system creates virtual copies of phone numbers through tracking numbers that have the same functional capability of receiving and routing calls, but exist as software-based abstractions rather than physical telephone line allocations. This allows unlimited tracking capacity without proportionally increasing phone number consumption.
3Adaptability or versatility
If call tracking is implemented with multiple numbers, then data integration capability is improved, but ease of operation deteriorates due to number management
Solution Approach 1:
The tracking system acts as an intermediary layer that automatically manages the complexity of multi-number coordination. It handles call routing, data collection, and attribution logic centrally, freeing operators from manually managing multiple phone numbers while maintaining comprehensive data integration across advertising channels.
Solution Approach 2:
The system automatically performs call routing and data attribution without requiring manual intervention. The tracking infrastructure self-manages the coordination between multiple tracking numbers and the business phone number, dynamically routing calls based on captured attribution data without operator involvement.
Data Source
AI summary
A system for collecting and indexing data by associating a unique identifier (generated by and provided from an external computer system) with a data file. The data file is acquired from a user operated computer system. The system comprising a series of computers provided in signal communication with one another via a network. The data file could include data collected by a form provided by 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/visitors. The process can marry computer collected data (other than the data file) about website activity with activities independent of the website.