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Madonna, Rap and Unstructured DataBeyond the Basics of Google AnalyticsPRESENTED BYStephanie Adams

Madonna, really?

Popular culture has a significant impact on our audiences search behaviors.

Google Trends

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Canary in the data mine. We can stumble upon things in our data . . .

5

Crawl, walk, run

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Crawling pre-Tableau 8.0 Walking Getting started with Tableau 8.06

Google Analysts Life Before Tableau 8

1. Copy basic KPIs from GA interface.2. Paste into spreadsheet.3. Incorporate into reports.

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Hey guys! Tableau has a data connection to Google Analytics!

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82011 Tableau Software Inc. All rights reserved.

Two GA Data Sources provide 98% of data and resulted in 80% time savings!

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Unstructured Data 10

86,322 unique search terms

12,569 for marijuana alone

Top 10 Search Phrases (December 2012)

Top 10 Search Phrases by Month (last 12 months)

Meanwhile . . .

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Teenagers bring home their music. How have these artists driven traffic to NIDA? Who drove more? Using Google Insights, we will show you.

Madonna cliphttp://www.youtube.com/watch?v=LOuV03CNGxUAbout :40 - :55 seconds

Trinidad James cliphttp://www.youtube.com/watch?v=V1-uwdOx8xcAbout :15 - :2514

The interesting story was beginning at Search Term #18

Searches for MDMA (aka Ecstasy, Molly) were on the rise.

524 unique MDMA search terms in December alone.

Top 10 After Applying Taxonomy

MDMA Visits Drove Sharp Increase in Traffic

Was Madonna really the traffic driver?

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Molly Traffic

Agile methodology that allows you to explore key questions.Who is our audience?Are they finding what theyre looking for?Where are there content gaps?How can we improve our SEO?What communications strategies are effective?

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Applying multiple taxonomies can provide richer understanding.AudiencePopulationIntentSubtopicReferral sourcesE-mail domainsLanding PageSentimentURLs

Suicide Prevention Taxonomy

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Search Engine Optimization

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Taxonomy + Bounce Rate

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Taxonomy Calculated FieldIF CONTAINS([Keyword],"molly") Then "MDMA" ELSEif CONTAINS([Keyword],"ecstasy") Then "MDMA" ELSEif CONTAINS([Keyword],"mdma") Then "MDMA" ELSEif CONTAINS([Keyword],"ecstacy") Then "MDMA" ELSEif CONTAINS([Keyword],"ectacy") Then "MDMA"ELSEif CONTAINS([Keyword],"ectasy") Then "MDMA"ELSEif CONTAINS([Keyword],"mollie") Then "MDMA" END

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Tips for Creating Your Calculated FieldPlanning and Subject Matter Expertise: helpful but with not critical.Order matters: if a value meets more than one condition, it will be assigned to the first condition.Case sensitive: IF CONTAINS([Keyword],"mdma") Then "MDMA" Minimum letters to make unique: suicid will match suicide, suicidio, suicidal, etc.Sort by Frequency: Monitor Nulls to speed development and filter for 5 or more incidences.Strategic use of spaces to make unique: _methBeware of END syntax error: add new lines to the middle of the calculated field.

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Benefits of Walking

Inspires exploration.Develop once and use repeatedly to monitor trends.Low LOE.Prototyping whets appetites and educates before hefty investments are made.Provides actionable insights!

Running is next.