Individuals generally care about unemployment. But what’s more important for people is the level of unemployment where they live, work, and look for jobs. Knowing that the shale oil boom is driving North Dakota unemployment through the floor (2.7% as of October 2013) but unless you’re there or considering relocating, it’s not a very interesting figure. If you live in Indiana, you want to know how Indiana, your local county, and any nearby metro areas you might commute to are doing and are they over performing or underperforming compared to some comparable areas that you individually think are important. Business intelligence allows you to create individualized charts with relevant metrics on the fly, but on the fly computation may not be the right way to go.

Mass customization allows for the reports to be generated one time for all possible cell overlaps at every data release and then customers can get them at fast speeds reserved for static pages. The computational burden stays relatively the same which allows the whole exercise to be budgeted which makes planning and support for this facility easy to project. 

This is the sort of report that Citizen Intelligence will concentrate on for its early reports, commonly wanted information that, for various reasons, does not currently have an easy to understand one-stop-shop interface. In the case of unemployment statistics the numbers are not released at the same time so different stories tended to concentrate on whatever numbers had just been released.