 When you're spending more of your time staring at the data, trying to homogenize it, trying to interpret it, instead of creating and developing, testing that, then I think you've got the balance wrong. I think momentum in an idea is incredibly important. You can use data to refine your insights, get learning on how to make an idea better, but you can't always just use data to make a final decision. I think you've got to feel that creative momentum, especially in marketing. The key there is moving from data to insight. And so data alone, I think, might take you to a place that's really efficient, but when you really unpack the data, that sparks an insight that leads to a creative breakthrough. It's really something that needs to go hand in hand to implement a performance marketing mindset and understand that everyone needs to be able to read the data, but we don't need all of us to be data scientists. We need to create interfaces, we need to create ways of understanding data that is easy for everyone. As long as you leverage the data to identify the true insight that you're trying to go after, once you have that insight, the power of creativity brings it to life. We cannot let the data stop us from taking creative risk out there because that's really what moves the world.