Following Impression’s marketing leader research, 57% of marketing professionals said they plan to increase investment in Digital Experience Platforms (DXPs) and Customer Data Platforms (CDPs) in the next 12 months. Over the last few years, we’ve seen more marketers embracing customer experience platforms and using real-time metrics, automation, behavioural data, and personalisation to test and experiment with their marketing activity.

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But how do you gain these insights? Behavioural Science blends psychology, neuroscience, and economics to understand consumer behaviour and the motivations behind decision-making. Techniques like nudge marketing subtly guide users towards desired actions, which is just one area of this field.

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In this guide, you will learn how to start thinking strategically with behavioural science in mind and using customer relationship marketing (CRM) - not just tactically - to enhance your marketing effectiveness, strengthen brand communication, and drive growth. We’ll introduce key principles, explore real-world applications, and dive into the MINDSPACE model to help you devise and deliver more impactful marketing.

• Understanding Behavioural Science in Marketing
• The Role of CRM in Modern Marketing
• The Power of Integration: Behavioural Science + Customer Marketing
• Practical Strategies for Integration
• Overcoming Common Challenges