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.

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.
Phil Townend

Phil Townend

Chief Growth Officer

First job: delivering milk in Sheffield (UK) in all weathers. Hideous at 6am on a cold winter morning!
Handpicked podcast: Hospital Records Drum n Bass Weekly with Tony Colman. An absolute legend of electronic music.

I drive Amplified forward by working with the team to make us the global gold standard for rigorous attention data that drives greater ROI for advertisers.

Dr Ryan Green

Dr Ryan Green

Chief Technology Officer

First job: Woolworths fruit and veg boy
Handpicked film: The Lobster (2015), Colin Farrel and Rachel Weisz.

I drive Amplified forward by taking our machine learning model to the next level so we can provide even more accurate attention metrics.

Advisors

Anthony Fitzgerald

David Porter

Functional Leads

Daniel Lyas

Daniel Lyas

Head of Operations & 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.
Carole Lydon

Carole Lydon

Head of Strategic Communications


First job:
planting cabbage and digging potatoes
Handpicked view: My Next Guest Needs No Introduction with David Letterman – Lizzo.

I drive Amplified forward by taking a complex narrative and sharing it in places that change how people think about advertising metrics.
Matt Daniell

Matt Daniell

Head of Research

First job: soccer referee
Handpicked podcast: Lex Fridman Podcast, about the nature of the mind, philosophy, as well as martial arts. 

I drive Amplified forward by helping clients to understand the power of attention, and how every media plan needs to be an attention adjusted media plan.
Dominic Newlands

Dominic Newlands

Software Engineering Manager

First job: basketball referee
Handpicked podcast: The Missing Cryptoqueen, a thrilling investigation into the disappearance of the founder of one of the biggest scams in history.

I drive Amplified forward by building robust infrastructure to facilitate scalable computational requirements for machine learning pipelines.

Adelaide HQ Team

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.
Rafael Felix

Rafael Felix

Senior Machine Learning Scientist

First job: Sales Apprentice
Handpicked TV show: Predictably Irrational by Dan Ariely

I drive Amplified forward by helping Amplified to convert cutting-edge Machine Learning technology into products. Ultimately, these high-tech products must be usable and translated into an accessible language.

Bec Brooks

Bec Brooks

Projects Manager

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.

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.

Vicky Liao

Vicky Liao

Attention Data Analyst

First job: assembling computers at high school in a computer plaza 
Handpicked everything! Clip: How to – bouldering? Book: Brave New World. Podcast: The Hidden Brain. Film: Nomadland.

I drive Amplified forward by having fun with data, always pushing the analysis we can do with the amazing data we collect.
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.

Kate Twigden

Kate Twigden

Graphic Designer

Your first job: cutting apricots
Handpicked podcast: Off Menu with Ed Gamble and James Acaster

I drive Amplified forward by loving the brand and creating visuals that help the company convey its messages in an effective, consistent and positive manner.

Josh van’t Padje

Josh van’t Padje

Customer Operations Coordinator

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.

Andrew Barbara

Andrew Barbara

Marketing Coordinator

First job: Account Coordinator

Handpicked movie: Star Wars Episode 3 Revenge of the Sith

I drive Amplified forward by implementing marketing activities. This includes working on strategy with the team, award submissions, tracking, reporting, preparing content, coordinating external channels, and lead generation strategies.
Matthew Kempe

Matthew Kempe

Data Collections Coordinator

First job: Bi-lo service deli attendant

Handpicked book: Earthsea series by Ursula K. Le Guin

I drive Amplified forward by organising hardware, surveys, recruitment, helpdesk, setting up systems, organising client assets, managing incentives and anything else we need for data collections.
John Josipovic

John Josipovic

Software Engineer

First job: cafe assistant

Handpicked movie: Snowden, a great insight into the capabilities of tech and the responsibilities, ethics and dilemmas that come with it.


I drive Amplified forward by contributing to exciting new projects, extending my knowledge and skills, and developing good relationships with the team and stakeholders.
Anying Xiang

Anying Xiang

Software Engineer

First job: developer

Handpicked movie: Parasite (2019)

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

Chirag Thakkar

Junior Developer Machine Learning


First job:
front end designer

Handpicked TV Show: Suits.
Book: The Alchemist, Paulo Coelho

I drive Amplified forward by working on various machine learning models, creating the related infrastructure and optimising them for accurate attention metrics.
Vicky Ingle

Vicky Ingle

DevOps Engineer

First job: support engineer in a data center

Handpicked movie: Sairat (A fisherman’s son and a local politician’s daughter fall in love against the restrictions of caste hierarchy.)

I drive Amplified forward by creating cloud based cost-effective solutions and introducing processes, developing tools and methodologies to meet requirements.
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.
 Jason Le

Jason Le

Software Engineer

First job: kitchen hand

Handpicked book: Team of Teams by Stanley McChrystal.

I drive Amplified forward by developing high quality software solutions.
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.

UK Team

Nigel Ashton

Nigel Ashton

SVP Commercial Partnerships (EMEA)


First job:
Job: Working in a cold garden centre in Surrey (UK) watering the plants and manning the till.
Handpicked book: To Kill a Mockingbird book.

I drive Amplified forward by talking to brands, agencies and platforms about the importance of good attention data and creating lasting commercial partnerships.
Rod da Rosa

Rod da Rosa

Commercial Operations Lead (EMEA)


First job:
Working in my parent’s restaurant clearing tables and making hot chocolates!

Handpicked book: Jonathan Livingston Seagull by Richard Bach

I drive Amplified forward by bridging the gap between commercial strategy, our products and our clients.

Our values

Rigour

Evidence-based,
credible solutions

Agility

Respond quickly
and surely

Warmth

Kindness and respect
for all creatures