Attention is the New Oil: How to Measure, Capture & Monetise Student Engagement
The fight for attention is becoming the defining challenge in marketing. AI disruption, shifting algorithms, and the rapid pace of change mean brands can no longer rely on traditional metrics to measure engagement. In a world of unpredictability, attention is the most valuable—and fragile—commodity. But what if you could guarantee attention? And what if you could become your own data scientist, measuring and leveraging engagement with confidence? Over the past decade, Christopher Platt has built one of the UK’s most powerful consumer insight databases, alongside an offline, AI-proof marketing engine reaching 500,000 new consumers every year at a moment of complete attention. As someone with ADHD, he understands distraction better than most—but also knows that real engagement isn’t disappearing, it’s just changing.
This session will challenge how we assess attention, unveil exclusive student data, and explore why young people are the most undervalued yet influential audience in marketing. Expect insights into the speed of change, the hidden influence of students at home, and a new way to measure complete attention in a fragmented world.
If attention is the new oil, who’s securing their supply—and who’s running on empty?

Christopher Platt is the founder and CEO of Dig In, a company dedicated to creating a brand that is both well-loved by students and universities while also achieving commercial success. Established 10 years ago, Dig In has grown into the largest offline marketing network in the UK, helping brands connect meaningfully with students.As a youth marketing maverick and attention economy expert, Christopher leverages his unique insights to develop future-proof marketing strategies that transcend algorithmic dependencies. He also embraces his ADHD, turning it into an asset in the marketing realm, fueling his ability to think outside the box and drive innovation.Before launching Dig In, Christopher built an impressive career in financial services and data analytics, building tailored financial planning and risk solutions for institutions in the UK and overseas.