Measurement
Why does week-to-week variation matter for brands?
Week-to-week variation matters because answers can change over time even when a brand has made no relevant fix.
Retrieval, model behaviour and changing sources can all contribute. Ordinary fluctuation can resemble improvement or decline if viewed too narrowly.
A meaningful comparison considers the usual pattern. A change beyond that pattern still does not, by itself, prove causation.
In Seenford
Why it matters in Seenford: Seenford only reports a change after a fix when it goes beyond normal week-to-week variation.
Example
A business appears in a category answer one week and is omitted the next without editing its site.
Related terms
Updated
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