At some point, when AvatarNewYork gets the site ready, I'm will do the SEO for MoodFabrics, supplier of Project Runway's fabrics for each episode. The funny thing about the recent HitWise post about Heidi Klum is that Bill Tancer came to the reverse conclusion that I did several weeks ago.
Is the data the data? Or do we see what we want to see? Or is it a little bit of both? Bill has HitWise's closed data to work with - I don't - but lets see what the public tools tells us.
I don't know about you, but I don't see any "Lift" here for Heidi Klum" unless your talking about a slight uptick on July 5th. You can see a spike for every episode of Project Runway - but Heidi Klum is flat. Well, I don't know if she is really "flat" but her Buzz is flat.
I'm not saying HitWise is wrong - their data might be cleaner and more precise than anything we can get to on the "free side" but you have to wonder if people tend to make the arguments they want to make and then find the data to support it.
Did Bill Tancer try running all the people associated with Project Runway through the same test? What about all the players and Judges? Who really has the most brand lift? Probably Tim Gunn, forgot about Heidi Klum, just look below:
See what I mean? You can pull data, and if your careful about what you present - you can make it say whatever you want it to. I'd like to see HitWise take everyone connected with Project Runnway run them through HitWise (maybe Bill did this - but if he did - he did not show the results) and then tell me who got the most Brand Lift.
Marshall,
Thanks for the pick-up on our Project Runway post. I did run data on all celebrity cast members and product sponsors (L'Oreal and Tresseme) but only found a strong positive correlation with "Heidi Klum" and "Project Runway."
What I find very interesting here is the difference in what we're measuring, I'm looking at search volume, you're comparing blog mentions... it might be interesting to study when blog mentions correlate to search volume. As I mentioned in my post, Project Runway is a highly blogged show, which would explain why we might see a difference in the two data sets.
-Bill
Posted by: Bill Tancer | August 21, 2006 7:39 AM | Permalink to Comment