Putting the ‘Pro’ in Proactive Data-based Decision-Making Data collection and analysis — particularly in public health — is more often than not a very reactive process: new disease outbreak is discovered, data gurus track it and generate reports, decision-makers largely ignore said reports, and the process continues. But what if we lived in a world where all-things-data became more proactive vs. reactive? Well, data-loving friends, that’s just the world we’re building over here at Standard Co HQ.