Attention Applied: The Expectation-Reality Gap – an important consideration in the year of efficiency
21 February 2023 • In her latest WARC column, Professor Karen Nelson-Field, founder of Amplified Intelligence, explains how good attention data, in the right use cases, restores efficiency in the models and tools used in everyday marketing.
09 December 2022 • In her latest WARC column, Professor Karen Nelson-Field, founder of Amplified Intelligence, describes the fundamental qualities of the data flow required for the future success of attention economics in advertising.
19 October 2022 • Professor Karen Nelson-Field, founder of Amplified Intelligence, joins WARC with a new bi-monthly column, Attention Applied, beginning with fresh research into the shortcomings of time-in-view as a predictor of active attention and long or short-term outcomes.
10 March 2022 • 2022 will be the year that accuracy in attention measurement comes into its own, writes Karen Nelson-Field from Amplified Intelligence.
24 June 2020 • Bringing together industry heavy-hitters for the WARC Guide to Planning for Attention, Karen Nelson-Field takes you through the value, measurement, application and ethics of Attention. Bringing fairness and transparency back to the advertising ecosystem.
About Karen Nelson-Field
A globally acclaimed researcher in media science, Professor Karen Nelson-Field founded Amplified Intelligence to change the way that media is traded. She is a regular speaker on the major circuits, including Cannes, and counts some of the world’s largest advertisers as her clients. Her first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’. Her second, The Attention Economy and How Media Works, explains the stark reality of human attention to advertising.