Information Architecture design is about making the about making the complex appear simple.
This from Steve Jobs in 1984:
When you start looking at a problem and it seems really simple, you don’t really understand the complexity of the problem. Then you get into the problem, and you see that it’s really complicated, and you come up [...]

You can measure engagement. More importantly, engagement can be optimized. The case study shows how we used multivariate and targeted content delivery to optimize engagement. The final outcome of the page optimization was to drive an incremental revenue gain of 55% to a key user segement.
The Audible.com Case Study

A lot the material about social networks is familiar from Malcolm Gladwell’s “Tipping Point”. While Malcolm looks at the sociological aspects, I didn’t fully realise the mathematical systems underlying social networks ie. Scale-free networks Concepts like Dunbar’s number (the number of people we can maintain a first name relationship with) are also grouped under the [...]