Measuring What Matters: How Social Fits into an Omnichannel Strategy Built for Uncertainty

When economic uncertainty leads to rapid shifts in consumer behavior, measurement isn’t just helpful, it’s essential. Marketers can’t afford to rely on assumptions about which channels are driving results. As preferences and patterns change, advertisers need real-time, accurate insights to understand what’s working, adapt strategies on the fly, and ensure campaigns are driving measurable outcomes, especially across social platforms where ad spend continues to rise.

In this session, Foursquare and Red Lobster will explore:

• The importance of foot traffic attribution and how it can be used in conjunction with MMMs
• Why deduplication is essential when optimizing spend across channels, with a focus on social
• How measurement allows advertisers to demonstrate ROI to stakeholders under growing pressure to prove value

You’ll walk away with a clear understanding of how foot traffic data proves real-world campaign impact beyond clicks and impressions, and how Red Lobster uses these insights to adapt to shifting consumer behavior, strengthen social measurement, and connect performance across channels within a holistic strategy.

Join us for a thought-provoking session designed to help you plan smarter as you head into 2026.