The Miracle Machine turns water into wine in just three days! The only hiccup, it's a hoax, a hoax that garnered over 500m impressions for the non-profit Winetowater.org. We talk with Chris Noble of Cause Media & Studio Good, about what we can learn from creating the press wave and how to gather usable data.

Read the show notes at: http://wholewhale.com/episode-5-turning-water-wine-data