you can use backtic substitution...e.g.
set title "`head -1 datafile.dat`"
However, that doesn't quite get what you want since the backtic substitution is done prior to string operations (You can't specify the datafile name as a string). However, Macros are expanded prior to backtic substitutions.
My test datafile looked like:
"this is the title"
10 20
20 30
30 40
And my test script looked like:
DATAFILE="datafile.dat"
set macro
TI='`head -1 '.DATAFILE.'`' #macro: Single quotes are important here to prevent expansion of backtics.
set title @TI
plot DATAFILE u 1:2 title columnhead(1)
Note that if your title isn't enclosed in double quotes in the datafile, you'll need to add
them so that the resulting set title command is valid. (You can either add them to the macro, or to the datafile)