Karen Nelson-Field
Opinion
15 December 2023
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In her latest WARC column, Professor Karen Nelson-Field, Founder and CEO, Amplified Intelligence, shares research that underscores the importance of understanding the nuances of attention. The study, in partnership with a leading soft drinks firm found that tailoring attention strategies based on brand size can help achieve optimal business results and campaign success.
Opinion
14 May 2023
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In her latest column for WARC, Professor Karen Nelson-Field, founder of Amplified Intelligence, presents several case studies that provide the robust evidence, or ‘Meaty Proof’ that attention measurement can achieve stronger business performance in areas such as profitability.
Opinion
21 February 2023
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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.
Opinion
09 December 2022
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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.
Opinion
19 October 2022
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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.
Opinion
10 March 2022
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2022 will be the year that accuracy in attention measurement comes into its own, writes Karen Nelson-Field from Amplified Intelligence.
Opinion
24 June 2020
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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.
