It's a big news topic and talking heads subject today, esp Facebook. This is very much a late coming focus. It is a part of the Field Theory which arose out of Gestalt psychotherapy. What has occurred is that the web has allowed the mapping of the individual Gestalt's of everyone in the world who use the internet. In the US there is an average of 5000 data points per person with which to do the mapping. Here is a deeper dive on its recent impact.
There were a few insightful articles on Cambridge Analytics shortly before and after the 2016 Presidential Election. Facebook "embedded" it's people at the Trump data mining offices in Austin, and the rest is history.
As part of my study of election Ifocused on the role of Trumps friend and social conservative Robert Mercer (President , Renaissance Technologies), Cambridge Analytics, (founded by Mercer), Jared Kushner (who engaged Cambridge in the Trump campaign) and their utilization in Trumps campaign of the average 5000 commercially available data points on just about every individual in America to map their individual gestalts and hence group Gestalts.
This book "Complexity and Control: Towards a Rigorous Behavioral Theory of Complex Dynamical Systems" is a graduate-level monographic textbook that sets forth the tools and techniques some of which were reportedly used by Mercer at Renaissance Technologies, (in trading) Kushner, and Cambridge Analytics (in forming and targeting Trumps propaganda) The Amazon note says this book is "intended to be a novel and rigorous contribution to modern Complexity Theory. This book contains 11 chapters and is designed as a one-semester course for engineers, applied and pure mathematicians, theoretical and experimental physicists, computer and economic scientists, theoretical chemists and biologists, as well as all mathematically educated scientists and students, both in industry and academia, interested in predicting and controlling complex dynamical systems of arbitrary nature."
The book is rigorous, and uses vastly more techniques than I use in some of the Legendre polynomial calculations I use in some of the trading algorithms I've coded. While I don't suggest that you buy and read this work, perusing it via sample or the look inside features might be tremendously enlightening on the tools now available to map the pertinent inputs (including gestalts) to the social sciences, government, and industry and, by inference, the making and carrying forth social policies in the 21st century.
Opportunity knocks on your door every day-answer it.