I think we can combine them. Data and creativity. Although that sounds immediately bigger than it is. As a digital marketer, you inevitably encounter a lot of data. It's part of the job. You can look at it strictly and in black-and-white terms, or see it as input for further thinking. I mainly use numbers to determine direction. And then comes the creative part. Making connections. Trying something out. Sometimes just thinking: this feels more logical than what the chart says. My secret weapon is making these two work together. Not declaring everything sacred. Not doing everything by intuition. Just observing what happens and making something smart out of it.