• by Gavin O'Malley , Staff Writer @mp_gavin, December 9, 2013

Closing out the first day of panels at MediaPost’s Search Insider Summit, experts and attendees are doing their best to think beyond the search box. Particularly with regard to data integration, marketers should be “thinking broader than search and digital,” suggested Michael Lummus, Digital Marketing Solutions Manager at Teradata. In the broadest sense, success will come to those who follow consumers’ lead, said Joy Billings, Director of Analytics and Optimization at Experian Consumer Direct. To break out the search zone, there’s no shame in seeking outside help, stressed panel moderator and independent consultant Gord Hotchkiss. Marketers are notorious for keeping their blinders on when ostensibly looking for new ideas and solutions. Don’t do that (!), Hotchkiss told Summit attendees.