This is a wonderful article for so many reasons. Outlines resources for doing this yourself, uses industry knowledge to outline hypotheses and then tests them w

This is a wonderful article for so many reasons. Outlines resources for doing this yourself, uses industry knowledge to outline hypotheses and then tests them with data, and reveals a really interesting possibility for market communication. Also, a bit of local Chicago geography :) An enjoyable read! Edit: the “is this a troll” comment makes this even more enjoyable for some reason. Now it’s an even bigger treasure hunt.