Simon Sinek says it best: the best advertising and brand marketing comes from effectively communicating values and beliefs from the inside-out, as opposed to the features or a product or service first.
In terms of consumer behaviour, customers act based on how a service/product will benefit their quality of life, vs. how much RAM it has, horsepower, etc.
And what, do you ask, is the best approach for tracking customer behaviour based on this belief system to improve your marketing tactics?
Driven. Data, driven.