1 VOIP PLATFORM + RADIO ATTRIBUTION = SUCCESS A company providing a low-cost Voice over Internet Protocol platform has a simple business plan – give people the ability to use land lines, mobile devices, and softphones to conduct business on existing or new phone numbers, including conferencing, texting, call management, and more through a web-based administration tool. While it perfects keeping its customers connected in as simple a way as possible, the company needed help determining exactly how new customers were finding them and what that journey looked like on their path to buying its unique services. The company was already exploring partnering with a broadcast marketing agency focused on direct-response advertising for radio. The communications enterprise had its doubts about

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