Behavioural Science Council

Gaining a better understanding on how to improve our products and marketing through data analysis is at the core of smart data marketing. Trying to make sense of the data, smart data marketers face all kinds of psychological errors: blinded by cognitive biases by thinking about causality instead of correlations, or by wrong assumptions on how people actually think, feel and behave.

The challenge is to give the science of influence and the thinking about human-decision making a bigger role in the decision-making process.The purpose of the I-COM Behavioural Science Council is to explore both the psychological biases in how predictive models are interpreted and how the value of those models can be enriched by a deeper understanding of the psychology of the customer.