Karen Nelson-Field

The Attention Economy’s chicken and egg question

Reach curves have gone rogue
#Limitations

• None of the original studies or datasets referenced by Nelson-Field are available in this article.

Why brands should consider attention-based metrics

Attention Applied, Harnessing the combined power of active and passive attention to drive business outcomes via WARC
#Limitations

• Despite Pinterest being a very specific digital environment within the already highly nuanced environment of feed-based social media platforms, there doesn't seem to be much hesitancy to generalize the results for "big brands" and "small brands" in any context: "We demonstrate that granular attention data, capturing both Passive and Active Attention, is essential for developing distinct strategies tailored to brands with varying campaign objectives."
• The data point listed as a proxy for "brand equity" (arguably a blend of several attributes like awareness, knowledge, consideration, liking, preference, etc.) is "mental availability", which by its very language seems particularly narrower than "equity", and isn't actually operationally defined in the scope of either article.

Attention Applied, The Nuance of Size (and the attention outcomes relationship)
#Limitations

• How is brand uplift defined?
• What had channels were used, and what was their relative proportions?