Search data is valuable for search marketers for obvious reasons, but when this data travels to other parts of the marketing department and beyond, it can guide a company's broader marketing strategy in the right direction and offer a better experience for the customer. eMarketer’s Lauren Fisher spoke with Wes MacLaggan, senior vice president of marketing at ad management platform Marin Software, about why marketers need to keep mining search and other types of data to stay competitive. MacLaggan was interviewed as part of eMarketer’s August report, "Using Marketing Data for Merchandising: Optimizing Inventory Levels and Launching New Products."