Big Data / Analytics in Real Estate?

What do you think are some creative use cases for big data analytics in CRE or PERE?

Obviously, the rise of auto-buyers is a pretty interesting case study, but aside from that, it seems like the majority of the RE investment industry is still and may always be highly relationship-driven, and with a high degree of information asymmetry at many levels (here I'm thinking about the fees paid to investment bankers, commercial brokers, mortgage brokers, leasing agents, DD consultants, notaries, legal advisers, etc,).

Do you know of any interesting stuff being done in your space? For instance, do big hotel chains employ sophisticated analytics when looking at their portfolio or for new investments? Ditto for multifamily owners, student accommodation owners, industrial/logistics owners, etc., etc.? What about fund managers?

Just for context, I've been in the RE space for a while and have a background in finance, but I'm toying with the idea of investing some of my evenings over the next few years learning some data science and analytics on the side, partly for fun, partly for ego just to say I have another degree, and partly to gain the confidence and wherewithal to someday branch out on my own and solve the RE world's problems with nerdy solutions. Keen to get your thoughts on whether I'm wasting my time, or for any inspirational stuff you could offer in response to my questions above.

Cheers

p.s. if this turns into a general conversation about the applicability and usefulness of technology and coding skills to the real estate space, that could be interesting, too.