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?