Coen Olde Olthof is CEO of Alpha.One a fast growing consumer neuroscience company. It's only goal: Helping  good companies make better decisions. Coen has a fascination for decision  architecture. What drives people in their day to day choices? And how can we use neuroscience to decode this.  Together with a team of scientist he analyses the brains reaction to content. Using performance based algorithms to test ad's, commercials or product packaging. Predicting market level outcomes by processing brain data. Ranked as a one of the top 10 Marketeers in the Netherlands, Coen has a solid track record in digital and marketing. He lives in Amsterdam with his wife and loves to bake pancakes with his 4 year old daughter.