The driving service Uber is getting ready for New Year’s Eve, and using it’s knowledge of economics and prices to not only increase sales, but provide a better service to it’s customers.
The marketing world has changed. Previously we tended to assume a
direct consequence of a marketing initiative on a consumer (hell, even
proved it qualitatively and quantitatively), and the trick was to
scale this as widely as we could. One consumer sees an ad we know
they like, buys a product, therefore let’s get as many consumers to
see the ad.
If you take a purely determinate function and iterate it over time difficult-to-predict behavior can emerge. If you only use the same function, then the outcome is easily determined and therefore not complex. But if you use more than one determinate function or a set of rules with simple determinate functions then difficult-to-predict behavior may emerge.