Consumer journeys don’t follow your org chart. Your measurement strategy shouldn’t either.
Today’s consumer journey is no longer linear. Discovery is fragmenting across social, search, retail media, and AI-driven experiences, while purchases happen somewhere else entirely. This creates what Pacvue calls the “SILO Tax”: the compounding business cost of teams, budgets, and measurement operating in isolation.
In this session, experts from Pacvue, Dentsu, and WADE unpack why this is fundamentally a structural problem, not a data one, and why most brands are optimizing for what’s easiest to prove rather than what’s actually driving growth.
What’s Covered:
Where traditional measurement falls short and the signals most brands are missing
How to think about incrementality as a strategic question, not just a KPI
Why speed is becoming the defining competitive advantage, and how challenger brands are winning by building closer to the consumer
Practical steps to centralize measurement, build cross-functional teams with real authority, and align spend to influence, not just conversion
