Why is Gap doing poorly in 2017? Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not? Does the big data approach work for all three of Gap Inc.’s primary brands: Old Navy, Gap, and Banana Republic? Why or why not? Which brands are better/worse served by this? Would you change other elements of the marketing mix to address Peck’s problems? Which ones and how? For which purposes is big data/predictive analytics more or less useful in marketing? As wemove into a world filled with more data, what is the role of art versus science in marketing?Under which conditions should "science" rule and under which conditions should "art" rule?