I am fascinated with the rapid escalation of “big data” and the tools available to analyze it. I think it may increase the polarization between the analytical and creative sides of marketing. More and better-understood data will give the analysts more influence, but since data, by definition, can provide only a view of the past (even if it’s the immediate past), we’ll need forward-thinking creative capabilities more than ever. This may raise tension not only between the analytical and creative players within clients and agencies, but within the mind of the individual strategist as well. It will put an even higher premium on planners who can comfortably operate using both sides of their brains. I find that personally exciting, if a bit intimidating.