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If Steve Kerho wasn't such a successful analytics geek, he might be a great science-fiction writer. A fan of the genre, Kerho–Organic's svp, strategy, media, and analytics–sees his role at the agency as akin to futurists who develop different scenarios about how the world could be, and how people might react to new possibilities. His prognoses have been particularly helpful to some big companies, including Hilton, Kimberly-Clark, Procter & Gamble, Nike, ConAgra, and Chrysler.
This year, for instance, his predictive analytics helped ConAgra's Healthy Choice public relations team figure out how much Twitter activity it would take to sell the equivalent of a case of Healthy Choice frozen dinners (90 tweets of positive sentiment for those curious).
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