Northwell Health · The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX · Northwell Health CMO Ramon Soto and StrawberryFrog's Scott Goodson on movements over campaigns
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use media mix modeling to measure channel and message effectiveness and to calculate incremental volume
“We’re calculating probabilities of default… using Mertens’ model… small caps load highly on this default measure, and when default risk rises the effect becomes more pronounced.”
“Our work accounts for, um, millions of transactions and we generate about 10% of overall volume as incremental volume, um, taken from the marketplace via our marketing activity.”
“I'm now taking on kind of managing social media channels for us because a lot of our social has been kind of dormant for a little bit.”
“Trying to measure a sort of whistleblowing propensity in models and having mechanisms where models have some sort of out that they can use”
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