[MUSIC] In this course, we have explored the impact of the data explosion in marketing. This data explosion has made an understanding of big data and analytics essential for leadership through marketing, and because analytics is a leadership problem, it is your problem. I have argued that what you need is a working knowledge of data science to make you effective at managing in this environment, and we have gotten you started on this working knowledge of data science. Specifically, you have learned how to tell apart good from bad analytics, and this is incredibly important if you are a consumer of the ever increasing amount of analytics that's coming your way inside your company. You have begun the journey to embrace big data and analytics as a key leadership competence. Let me end of this note, do you know the expression of evidence-based medicine? What it means is, instead of physicians relying on their training and personal experience alone, evidence-based medicine requires physicians to make decisions using the full available body of medical evidence. Big data and analytics are introducing the same type of idea in business. Nobody's personal experience and intuition is enough. It's about making the distinction that Gary Loveman, CEO of Caesars has made. Do you think it, or do you know it? Traditionally, someone has an idea. They put it to work. It correlates with success. This gives the idea credibility. It becomes embedded in a process. It becomes fact. This is what I mean with, do you think it? When these so-called facts are questioned, the reaction is, what right do you have to tell me that what I'm doing is wrong? If we want big data and analytics to succeed, everybody needs to feel that they have this right to question. There has to be a culture where you can't get away with thinking as opposed to knowing, and so my closing appeal to you is this. Empower the people you work with, with the right to question so-called facts. You will lead a cultural transformation towards evidence-based business decision making and inspire growth in your organization. [MUSIC]