This requires "seeing" the thousands of different indicators that make each consumer unique online, and parsing through them to find the ones which truly maximize relevance, not just optimize from within a limited set of easier-to-accumulate points. To succeed, start with a wide and potentially non-intuitive set of data inputs. Demographics, search behaviors or browsing history are places to start, but marketers need to get into the minds of the consumer with data that explains motivations. From social media data to survey data to third-party data from publishing partners, there are many sources to use to build out more unique and insightful consumer profiles. Once marketers fill out their understanding of consumers, they can begin to form more effective messages. This is not the first time that marketers have been forced to reverse course. Direct marketers embraced a similar situation years ago when they learned to adapt to Google search results. Rather than simply push messages to consumers, marketers had to learn to "pull" consumers to their websites through relevant search content and landing pages. iCrossing coined the appropriate term "reverse direct marketing." Get the full story at AdvertisingAge