Melvin van Gom

Melvin van Gom is the Partnership Director at Dentsu International, specifically within the Dentsu Benelux division. He has been instrumental in launching initiatives such as the dentsu Attention Lab, a collaboration with Braingineers that leverages neuroscience to enhance digital marketing strategies and optimize client campaigns through innovative methodologies.1

Professional Background

• Current Role: Partnership Director at Dentsu Benelux.
• Focus Areas: His work emphasizes neuromarketing, consumer behavior analysis, and the integration of neuroscience techniques into marketing practices. He aims to improve effectiveness in measuring emotional impact and predicting consumer behavior.13

Contributions and Initiatives

• Melvin has highlighted the importance of understanding emotional responses to various media formats, such as text-to-speech and personalized audio, which can significantly influence advertising effectiveness.1
• He has a background in Creative Technology, having started this department at iProspect to achieve optimal results in digital marketing strategies.5

Online Presence

• Melvin is active on LinkedIn under the username melvinvangom, where he shares insights related to his work and industry developments.24

His expertise in integrating neuroscience with marketing practices positions him as a key figure in enhancing customer engagement and optimizing advertising strategies within the rapidly evolving digital landscape.