Thought of the day: Are static reports obsolete?

Heading in to work this morning on the transit, I noticed this advert for a residential community that promoted it’s cheaper rents to prospective buyers.  In our world of big data, I wonder what evidence led this vendor to make such a claim.  What information led them to make a decision to promote the claim?  In today’s data-driven world, I suspect that the need for facts go beyond gathering and accessing a simple spreadsheet of average rent paid for similar places in the area.  I allege that more insightful information was required.  As decisions are made, driven by a need for better and more detailed information, are the days of simple static reporting behind us?

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