This post and videos describes how you can use Google Analytics to track your marketing campaigns with precision. There is a lot of information already available in your Google Analytics that can help you in monitoring you website successes as well as failures, but tracking offline market will require that you use the steps outlined in this post.
If you have any question please feel free to comment, in an effort to get this information up I am afraid that the information ran together a little.
For those of you that attended my session at Digital Dealer, thank you and I apologize for the delay in getting this posted.