About Us

Amplified Intelligence is the global source for attention measurement.

Foundation Thinking

Our Mission

Media trading should be fair and accountable. Advertising measurement needs reform. Attention is a resilient, effective and accurate media metric.

Our Mission

To develop and supply world’s best attention measurement tools that empower all players in the ecosystem.

About Us

Amplified Intelligence is a South Australian start-up founded by Professor Karen Nelson-Field in 2017. 

Initially formed as a consulting research company in media effectiveness, our strong technology focus and unwavering desire to collect and analyse data for our research saw us turn research methodology on its head. 

This has seen the continual growth of our capability and service offering, as we’ve transitioned toward a truly world-leading software service provider with those same key internal beliefs;

  1. We believe that media trading should be fair and accountable.
  2. We all know that advertising measurement needs reform.
  3. Attention is a highly effective and accurate media metric.
  4. Amplified Intelligence is the source for rigorous attention measurement.

These 4 statements drive our business, and because of them we’re still uncovering research insights through bespoke data collections and market-leading media monitoring utilised the world over. 

Our goal is twofold, to elevate and empower those within the media industry to make truly informed commercial decisions, and to maintain our commitment and investment toward innovation, bringing world-first human-centric attention metrics and products to the fore. 

We deeply understand attention science and are trusted by the biggest brands, agencies, and media owners.

Our Founder, Dr Karen Nelson-Field, is also an internationally renowned and regarded thought leader in attention and media metrics, who speaks widely across the globe. As a true subject matter expert and with over 17 years spent redefining the marketing research landscape, she has produced a number of best-selling books spanning all areas of the marketing and the birth and evolution of the attention economy. 

Meet the Team

We eat, sleep and breathe attention
so that you can use attention metrics.

Executive

Karen Nelson-Field

Karen Nelson-Field

Founder & CEO

First job: newsagency (I was born for newspapers). After that, driving display cars at Pickles Car Auctions.
Handpicked book: ‘That will never work’ by Reid Hastings.

I drive Amplified forward by driving wider industry change in a broken media ecosystem. By listening to industry and responding quickly with solutions built on solid foundations.
Alex Khan

Alex Khan

EVP Global Partnerships

Anneliese Urquhart

Anneliese Urquhart

Chief Operating Officer

Our Team

Daniel Lyas

Daniel Lyas

VP Customer Success


First job: making coffee by the beach
Handpicked book: ‘Fathoms: The World in the Whale’. Whales provide an excellent canvas for demonstrating how humans are affecting earth. Plus, they are awesome.

I drive Amplified forward by working with our clients to transition to using attention metrics so they can provide amazing value to their clients.
Roxy Wardle

Roxy Wardle

Head of People

First job: Cooking Sunday Lunches and Pub meals for a local pub
Handpicked book: Robin Hood – Fantasy Fiction. I like to leave the real world behind and chill in another world

I drive Amplified forward by creating a compelling eco system for our people to experience positive touchpoints prio, during and after people’s time with us. Creating a safe, fun, energetic and creative place to be with a self fulfilling culture that employees drive.
Bec Brooks

Bec Brooks

Head of Project Operations

First Job: fruit & veg store attendant
Handpicked tv show: Ted Lasso. I’ve never felt so many emotions at once. Incredible production.

I drive Amplified forward by helping the team to deliver projects on time, on budget, and in scope.

Dylan Lundy

Dylan Lundy

Senior Software Engineer

First job: grocery nightfill/trolley pusher
Handpicked viewing: WandaVision or anything Marvel.

I drive Amplified forward by developing software and mobile apps that take our attention data collection to the next level. And by solving problems that didn’t exist yesterday.
Hazel Nguyen

Hazel Nguyen

Team Lead - Product Software Engineering Team

 

First job: interpreting at an education fair

Handpicked TV show: The Good Place, Brooklyn Nine-Nine. Most of Mike Schur’s work.

I drive Amplified forward by helping to make our products more valuable for the customer, exploring new techs and having fun with the team.
Anying Xiang

Anying Xiang

Team Lead - Collections Software Engineering Team

 

First job: developer

Handpicked movie: Parasite (2019)

I drive Amplified forward by performing technical tasks to assist data collection and supporting my teammates.
Peter Jing

Peter Jing

Senior Software Engineer

First Job: Web Developer
Handpicked Viewing: The Matrix (1999)

I drive Amplified forward by helping the product development team to deliver high-quality code to implement the requirements properly, developing code to provide stable service to customers, and designing suitable data and system structures to build flexible, extendable services.

Josh van’t Padje

Josh van’t Padje

Customer Success Manager

Your first job: Newspaper delivery boy for Messenger
Handpicked book: The Old Man and the Sea by Ernest Hemingway

I drive Amplified forward by delivering streamlined customer operations, ensuring that enquiries are responded to promptly and that project ops run smoothly.

Chanel Williamson-Cameron

Chanel Williamson-Cameron

Executive Assistant / Office Coordinator

Your first job: retail assistant at Go-Lo Discount Variety Store
Handpicked book + TV: Jamie Cooks Italy & Jamie and the Nonnas TV Show go hand-in-hand. Love the authentic knowledge about Italian food. 

I drive Amplified forward by providing executive support to the CEO, as well as keeping the office running smoothly.

Hayun (Hanna) Jung

Hayun (Hanna) Jung

Data Scientist

Your first job: bartender
Handpicked book: Lean Startup by Eric Ries

I drive Amplified forward by analysing, processing, modelling and interpreting the attention data that underpins Amplified’s attention products.

Adam Coville

Adam Coville

Software Engineer

First job: US Armed Forces veteran
Handpicked book: Mutiny on the Bounty by Peter FitzSimons

I drive Amplified forward by supporting the team with attentionTRACE Media Planner dev and developing my skills with machine learning and object recognition.
Chelsea Chiu

Chelsea Chiu

Software Engineer

First job: High School Math Tutor
Handpicked TV Show: How I met Your Mother

I drive Amplified forward by enhancing existing product capacities across various projects, delivering quality software solutions, and staying up to date with the latest development tools and systems.

Daniel Le

Daniel Le

Software Engineer

First job: Waiter
Handpicked Movie: 3 Idiots

I drive Amplified forward by learning, collaborating within teams and cross-teams, exploring new techs to create and enhance our products to be more efficient and outstanding and enjoying fun time with everyone.

Matt Evans

Matt Evans

Software Engineer

First job: Waiter at a Cafe
Handpicked book: How to with John Wilson, where a documentarian films the strange people, places and events he encounters when living in NYC.

I drive Amplified forward by building well designed and robust functionality for the software used by Amplified Intelligence’s customers.
Peiwen Xu

Peiwen Xu

Machine Learning Engineer (Junior)

 

First job: Waiter

Handpicked viewing: Forrest Gump

I drive Amplified forward by developing machine learning pipelines and implementing creative/innovative solutions to complex problems.

Advisors

Anthony Fitzgerald

David Porter

Our values

Rigour

Evidence-based,
credible solutions

Agility

Respond quickly
and surely

Warmth

Kindness and respect
for all creatures