Why forecasting is so hard, from Hurricane Joaquin to the Kardashians’ e-commerce play

A hurricane’s about to hit the marketing industry. We mean that literally: As of this writing, Hurricane Joaquin’s forecasted to take a glancing blow at New York City. So the experts are keeping a wary eye out, deciphering outputs from predictive models to forecast just how bad it’s going to get for the tri-state area and to issue vital watches and warnings.Read the full article