An oft-quoted line is “The whole is greater than the sum of its parts.”  This is just as true for digital marketing and search as it is for the lowly BLT.  Marketers who understand the interdependence between digital channels (paid search, organic search, display, social, etc.) can optimize their efforts based on holistic data instead of siloed sets of data. By looking at the whole picture, marketers can benefit from more scalable, sustainable and profitable results.  Holistic Search While there is much industry buzz around media convergence and integrated marketing, it’s still common to see different agencies and even different teams within the client or agency managing media with different technologies. This happens even…