South Africa, Feb. 18 -- Performance marketing isn't just about data, it's about understanding human behaviour. That's why top marketers in the performance space draw insights from psychology's pioneers, Maslow, Freud and Bandura, and even take a lesson from Pavlov's dog, which reminds us that consumer behaviour can be shaped by triggers and associations.

The quest to find out 'why' is a cornerstone of psychology that resonates deeply in performance marketing. It is our go-to-mindset. Why does a consumer click? Why do they buy? Why do they abandon a cart? The answers matter because relentless curiosity, rooted in psychological theories, transforms marketing from a tactical practice into a social science.

But the most important question ...