Local Marketing Beat #27 | From Online Discovery to Booking: Tracking the Offline Journey That Starts Online

In this episode of Local Marketing Beat, host Christian Hustle sits down with Chris Todd, Senior Principle of Marketing Operations at CallTrackingMetrics, to unpack how call intelligence helps brands connect online journeys with offline conversions. They dive into why phone calls are still one of the strongest signals of purchase intent, and how tracking, analyzing, and acting on those conversations can unlock new ROI across marketing channels.

From linking campaigns to actual revenue outcomes, to balancing automation with the personal touch that keeps customers loyal, Chris lays out a roadmap for turning calls into actionable insights. You’ll also hear how AI is reshaping attribution, how multi-location brands can simplify data collection, and why “what gets measured” determines where budgets drive the most impact.

Whether you manage franchise marketing, oversee performance campaigns, or want a clearer view of how customers move from search to sale, this episode gives you practical ways to make every call count.

🔑 Key Takeaways

• Calls remain one of the highest-converting touchpoints in local marketing

• Use call tracking to bridge the gap between online campaigns and offline sales

• AI-powered call intelligence makes attribution and insights more accurate

• Balance automation with human interaction to improve customer experience

• Multi-location businesses can uncover which campaigns truly drive ROI

• Data from conversations fuels smarter marketing and budget allocation

• Every call is a chance to capture intent and personalize follow-up

⏱ Timestamps
00:00 – Introduction & Setup
Christian introduces the episode and welcomes guest Chris Todd.

01:12 – Why Phone Calls Still Matter
Chris explains why calls are still a core conversion channel in a digital-first world.

03:45 – From Conversations to Insights
How call tracking surfaces patterns and intent marketers can act on.

06:21 – Connecting Online Journeys to Offline Conversions
Why attribution is stronger when calls are tied to campaigns.

09:18 – AI’s Role in Call Intelligence
How artificial intelligence is driving accuracy, efficiency, and scale.

12:42 – What Really Drives Conversions
Chris breaks down how to measure the campaigns that deliver revenue.

15:33 – Balancing Automation and the Human Touch
Where to lean on technology and where to keep people at the center.

18:05 – Multi-Location Challenges and Opportunities
The importance of simplicity and clear reporting across locations.

20:17 – Final Advice: Make Every Call Count
Chris shares closing insights and practical steps to take away.