How behavioural science is reshaping data-led marketing

Insights from GAIN’s virtual roundtable, led by Rob Van Rooyen, CEO of GAIN Customer Science

This November, GAIN hosted a virtual roundtable to explore how behavioural science can bring crucial human insight back into an increasingly automated and data driven marketing landscape. 

Senior leaders joined from organisations including Furniture Village, RNIB, Royal Marsden Hospital, New Pig, P and O Cruises, WaterAid, Standard Life, RHS and KFC UKI. The session was introduced by Ian Gibbs, Insight and Planning Director at the Data and Marketing Association, and led by Rob Van Rooyen, CEO of GAIN Customer Science. 

The missing link between data and human decision making 

Rob framed behavioural science, which draws together psychology, economics and neuroscience, as the missing link between data and human decision making. It is the discipline that uncovers the what behind the why and the why behind the what. It allows marketers to move beyond simply spotting actions and patterns in data to understanding the deeper emotional and psychological drivers that actually influence those actions. 

This richer level of behavioural insight helps organisations shift from assumption led decision making to evidence led decision making. More importantly, it helps marketers build systems that feel both ethical and empathetic rather than cold and mechanical. 

The study of behaviours, biases and drivers 

Behavioural science covers the study of behaviours and biases and the rationale behind the shortcuts we all take, such as the familiar fear of missing out. It explores persuasion drivers such as System 1 thinking, which is fast, automatic and intuitive, and System 2 thinking, which is slow, deliberate and effortful. These cognitive processes, first described by Daniel Kahneman, vary according to the purchase we make. Buying a car or a house demands more deliberate reasoning than choosing shampoo. 

Neuromarketing adds another layer. It is a relatively new field that measures subconscious, cognitive and emotional responses to marketing stimuli through techniques such as eye tracking, facial coding and EEG scanning. It aims to reveal what people cannot easily put into words but still feel. 

When these behavioural models are applied in marketing, the results can be striking. Case studies from the National Lottery, Honda, the Financial Times, Best Western and Philadelphia all showed gains in growth, response and conversion when behavioural insight was combined with data. 

Three core themes at the heart of data-led marketing AI powered hyper personalisation at scale 

Rob argued that personalisation cannot stop at using someone’s name or mirroring their last action. True personalisation is about recognising their mindset and responding to it. Behavioural science gives organisations the ability to interpret customer signals through a psychological lens rather than a purely algorithmic one. 

AI is becoming more deeply embedded in marketing systems, yet the power of these systems depends entirely on the instructions and prompts we give them. AI can help us detect patterns, but richer data is required to understand the human story behind those patterns. 

First party data as a strategic moat

A significant challenge is on the horizon. By mid 2026, brands may lose sight of around 40% of their targetable data as cookies disappear and consent refusal rises. In Germany, acceptance has already dropped to 34% and continues to fall. 

This changes the game for marketers. Shrinking third party data makes it harder to understand behaviours, pushing organisations to rethink personalisation and rebuild their ability to gather meaningful insight. Several leaders spoke about creating more thoughtful value exchanges that bring customers onto owned platforms without relying entirely on loyalty sign ups. 

As third party data weakens, first party data becomes a precious strategic asset. Yet customers will only share that data when there is genuine trust and a clear value exchange. Exclusive content, early access and discounts all play a role, but behavioural science reminds us that loyalty is not only transactional. Emotional value, such as recognition and belonging, is equally powerful. 

Phygital experiences and community driven loyalty

Rob also explored the growing blend of physical and digital touch-points. As these worlds merge, organisations can build deeper belonging and lasting value through phygital experiences that feel both personal and memorable. 

Loyalty itself is being rewritten. The average UK adult belongs to 42 loyalty schemes but uses only three. The most effective programmes today move beyond points and discounts to focus on emotional and behavioural rewards. Belonging and community have become central to strengthening customer value. 

Ian, drawing on insights from the DMA’s loyalty report, noted that brands with strong loyalty strategies see not only better retention but also stronger acquisition and brand building effects. He suggested that true value exchange may even come from fewer but more relevant ads, improving mental availability rather than simply pumping out more personalised messages. 

The roundtable made one thing clear. When we understand how people feel, process information, make decisions and build memories, we build stronger customer value and unlock more growth. Information is power, but only when it is paired with human insight. In an era led by data, marketers need evidence rather than opinion, and a better grasp of the human mind behind the metrics. 

Talk to GAIN

If you are looking to apply behavioural insight to your data strategy, elevate your customer journeys or reimagine your loyalty approach, GAIN can help. 

Get in touch to explore what behavioural science can unlock for your brand.