About 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.

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Advice From a PR Fortune Teller

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 to provide precise answers to some of the hardest questions facing the industry, many of which revolve around the following questions:

“What is the exact value of PR?” or “What is the business impact of a specific campaign?”

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