Digital consultancy Reform has created an algorithm using online search and social media data to determine how much online buzz each Strictly Come Dancing competitor is generating. Each week Reform will be predicting which celebrity is going home, and which three will make the final. Last year they managed to predict the winner. Can they get it right this time?
This week's predictions
Finalists: Alex Jones, Holly Valance, Jason Donovan
Who's going home: Nancy Dell'Olio
What the data tells us this week
Alex Jones, Holly Valance and Lulu have continued to generate the most interest now that the dancing has begun. Of the three, buzz for Holly Valance spiked the most over the weekend but our data tells us that the traffic was through search rather than social media – suggesting curiosity rather than conversation.
Of the "also rans", Jason Donovan has generated by far the most interest, suggesting he may well eclipse Lulu in the top three. Unusually, Nancy Dell'Olio's feather boa disaster has generated little or no traffic. To our thinking, that spells a swift exit this for her this weekend.
