President's Address: Data is the New Creative Soil Think about it (and give or take a few million) - there are over a billion people on social networks, 8 billion hours of video watched on the web each month - that's almost an hour of viewing for every single person on earth. There are around 180 million websites, on about 100 million servers and about 5 million terabytes of data on the internet. The search engines have about .004% of that information indexed. Only a tiny fraction of the digital universe has been explored for analytic value so far. There is hope that in the next 5 years 1/3rd of the information on the internet will be valuable if analysed. This is the most fertile ground for the best creative minds because you will find connections that defy logic and answers that are beyond reason. Stories will arise from patterns and and it will expose human irrationality like never before. This will be the foundation for the next generation of insights and what we do with them will be up to each one of us.