Offline-to-Online Data Association Through Single-Number Tracking
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Current methods for associating phone calls with online data are inefficient, costly, and interfere with branding efforts, as they require multiple phone numbers, incur network usage charges, and do not integrate with existing web analytics systems, limiting data availability and interfering with online advertising optimization.
Innovation Solution
A system and method that invisibly appends a tracking variable to form submissions and phone calls, allowing these offline activities to be associated with online data using a single phone number, integrating with web analytics systems to enhance data tracking and management, and leveraging existing business hosting platforms for storage.
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 extension numbers as intermediaries between the main business phone number and the tracking system. These extensions act as mediators that carry attribution information without requiring multiple main phone numbers, thus maintaining measurement precision while reducing system complexity
Solution Approach 2:
The main business phone number serves multiple functions: it is both the primary contact number for customers and the base number from which tracked calls are routed. The call tracking system universally applies extension numbering to all ads, eliminating the need for unique phone numbers for each advertisement
2Measurement precision
If multiple phone numbers are used for tracking, then call attribution is improved, but loss of substance increases due to network usage charges
Solution Approach 1:
The patent merges all call tracking into a single main phone number with extensions, consolidating what would otherwise require multiple separate phone numbers. This combining approach maintains accurate attribution while eliminating the redundant network charges associated with maintaining multiple phone lines
3Quantity of substance
If traditional call tracking is used, then offline call data is collected, but loss of information occurs due to lack of integration with web analytics systems
Solution Approach 1:
The system implements feedback loops where call data is automatically sent back to the web analytics platform. This feedback mechanism ensures that offline call information is continuously integrated with online behavioral data, preventing information loss and enabling comprehensive cross-channel attribution
Solution Approach 2:
The patent segments call tracking data into distinct, structured formats that can be independently processed and integrated with different web analytics systems. This segmentation allows for systematic data collection and seamless integration across multiple platforms
4Measurement precision
If multiple phone numbers are deployed for each ad, then call tracking precision is improved, but ease of operation deteriorates
Solution Approach 1:
Call extensions serve as intermediaries that simplify operations. Instead of managing multiple phone numbers, operators work with a single main number and use extensions as simple, manageable identifiers that automatically route calls and track attribution without complex configuration
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.