Acclaimed researcher, and Founder of Amplified Intelligence, Dr Karen Nelson-Field, is backed by industry giants such as ‘Godfather of Effectiveness’ Peter Field and others in her seminal work redefining the attention economy with a data driven approach
New York, London, Sydney, 30th October 2024 — Dr Karen Nelson-Field, Founder of attention measurement solutions company Amplified Intelligence, has today announced the release of The Attention Economy: A Category Blueprint. Having defined the category of attention in her previous works, the new title serves as a comprehensive guide to the state of the attention economy and definitive proof of its place in modern media measurement. Published by SpringerLink, this anticipated release is now available to be purchased .
A respected author and media scientist, Nelson-Field’s first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’, while her second, The Attention Economy and How Media Works, explained the stark reality of human attention to advertising. The launch of The Attention Economy: A Category Blueprint marks a pivotal moment in the wider landscape of media measurement as the industry, while recognising the importance of attention, becomes increasingly fragmented.
With its unique structure, the book features a wide cast of industry giants like Peter Field, Jonah Goodhardt, and Jonathan Waite, sharing examples and anecdotes to captivate readers into paying attention to attention. This book will serve as the definitive guide to attention measurement which not only supports methodology with research and science but also offers a multitude of actionable insights and practical takeaways for its readers. The book dives into Nelson-Field’s journey in building the very foundations of the attention category, while providing evolving insights into the frailties of media measurement. It includes deep insight into human-first processes, the evolution of reach curves, ethical data practices, and concrete strategies to navigate this ever-evolving landscape and will serve as a powerful roadmap to mastering the art and science of modern media measurement.
Contributor and industry stalwart Peter Field commented: “Karen Nelson-Field’s latest book is a much-needed timely arrival. The rapid growth of the attention industry in recent years has inevitably brought with it a need for definitions and standardisation to take it forward to the next phase of widespread implementation. This work is the route-map for that next phase. Karen’s reputation as a game-changer is fully deserved here: this will revolutionise media measurement standards. We can no longer work on the assumption that the value of all exposure is equal across platforms, when large scale human attention research has proved this to be invalid. As the essential catalyst for the standardisation of the attention economy, this book will spur the successful commercialisation of attention data and so transform the effectiveness of media planning.”
Karen’s most recent book launch comes in conjunction with her collaboration with WARC on a six week education course, Mastering Modern Media, focused on improving media efficiency by tapping into real human attention data. The course, which officially launched in September, is designed for planners, advertisers, and buyers looking for insights into how attention data can be utilised in day to day media and creative workflows.
“This book marks a turning point for modern media as the industry begins to adopt attention as a core principle in measurement and planning. It is the culmination of decades of championing attention and pushing for its adoption across the industry. ,” added Professor Karen Nelson-Field, Founder of Amplified Intelligence. “While brands can effectively connect with a broader audience than ever before, the lack of transparency in contemporary media measurement methods begs the question of whether the audience is truly engaged and how this is impacting brand visibility. As a result of the determination of courageous and innovative industry leaders, attention is now recognised as the human-first media measurement methodology. This book brings together some of the industry’s brightest minds to close that gap between reach and measurement and decisively establish the direction for the standardisation of the industry.”
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Where to Buy:
The Attention Economy: A Category Blueprint is now available for purchase at SpringerLink and Amazon. Pre-orders are available now at SpringerLink. For more information about or to request a review copy, please reach out via the Springer website.
About the Author:
An academic, technology innovator and relentless change maker, Karen is globally acclaimed for her research. She has a PhD in media and science and attended Harvard Business School. Karen is also part of the Advertising Council Australia and founding member of The Attention Council. Karen is the founder of Amplified Intelligence and drives the business forward by helping to design smart technology solutions for tackling key problems; especially closing the gap between what advertisers think they are paying for and true campaign impact. She has been recognised for her work through multiple accolades including being named Honoree of the AdMonsters Women Leading Adtech, Change Maker award in 2022, and shortlisted for The Media Leaders Awards, Tech Leader of the Year as well as Campaign Asia Leading Women, CEO of the Year in 2023.