There is nothing new to using data for dynamic pricing purposes. Even in the 50s, scholars did research on dynamic pricing mechanisms, demand-based pricing and differential pricing. And back then, data was king, too. Of course, in the 50s the data they used was very different and the amount of data at firms’ disposal was nearly as significant as today. After all, 90% of the world’s data was gathered within the last 2 years, so how could it?