Ketchum author Orin Puniello

Orin is responsible for the design and execution of predictive modeling for Ketchum Global Research & Analytics. Orin’s work focuses on optimizing communication messaging and targeting to improve business results.

Posts: Orin Puniello

Advice From a PR Fortune Teller

Advice From a PR Fortune Teller

by Orin Puniello| September 21, 2017

All models are wrong, but some are useful. -George Box George Box, a preeminent statistician, points out that a statistical model is never going to tell you the whole truth and that the usefulness of advanced statistics is based on whether we are asking the correct questions. However, PR often leans on advanced statistics/predictive analytics […]