The paper focuses on the Supply Chain Data Science (SCDS) by proposing System Dynamics as useful approach for managing the complexity of Big Data and optimizing the decision making process. The paper proposes the adoption of System Dynamics for the optimization of logistics of people, as pivotal test for a larger replication in the context of the Supply Chain. The analysis has been conducted for dynamically evaluating the different modal solutions available for different segments of demand. An element of originality can be identified into the application of a System Dynamics approach to the optimization of decision related to the logistics. By allowing to testing the usefulness of a System Dynamics approach for the decision making, the paper discloses several potential applications of Big Data in all the phases of a Supply Chain as well as for the larger customization of products and services.