Over the course of this campaign, we've been dipping into Google's data, scattering the entrails of people's searches for Trump and Ted Cruz and Hillary Clinton in front of us, trying to divine some meaning. We've looked at this in the context of the debates, but then this tripped over the transom -- a look at search traffic in a small state on a big day.
John Kasich? Tending in New Hampshire? Is that true? And if so, how does this clarify or cloud the crystal ball?
The graph in that tweet is confusing. Another way to look at it is over a longer time period. On Google's proprietary scale of search interest, which runs from 0 to 100, this is how the post-Iowa search traffic in New Hampshire has looked for the five Republicans doing best in the polls. (We're mostly only interested in the candidate who will come in second, since we assume Trump will win easily.)
In the past day or so, Kasich has surged past the other four.
Over the past few hours, he's run about even in search interest with Cruz and Trump. This is from a guy who nationally polls sixth but was working hard in the Granite State.
Of course, we don't know what these New Hampshirites are searching for. Maybe there's been a big spike in searches for "how do I keep John Kasich from winning the New Hampshire primary." If so, that doesn't show in the Google data, which is mostly just searches for people's names. The Google search data revealed to the public is limited.
Within the inscrutable borg that is Google itself, though, they know exactly who's Googling what and how it flits through the intricate gears of the U.S.A. And here's one thing about John Kasich that people are searching for.
Even once the votes are counted, we likely still won't know exactly how much this told us. If Kasich outperforms the polls but Jeb Bush does, too, what does that tell us? If Kasich collapses and Trump gets 50 percent, how does that figure in?
We're new to this. For now, we just look at those weird lights in the night sky and pick out animal shapes.