1. Madonna, Rap and Unstructured Data
Beyond the Basics of Google Analytics
PRESENTED BY
Stephanie Adams

3. Madonna, really?

4. Popular culture has a significant impact on
our audience’s search behaviors.

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“Crawl, walk, run”

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Google Analyst’s Life BeforeTableau 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!”

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

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11. 86,322 unique
search terms
12,569 for
marijuana alone

12. Top 10 Search Phrases
(December 2012)

13. Top 10 Search Phrases by Month
(last 12 months)

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Meanwhile . . .

15. The
interesting
story was
beginning at
Search Term
#18

16. Searches for
MDMA (aka
Ecstasy, Molly)
were on the rise.
524 unique MDMA
search terms in
December alone.

17. Top 10 After Applying Taxonomy

18. MDMA Visits Drove Sharp Increase in Traffic

19. Was Madonna really the traffic driver?

20. Molly Traffic

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

22. Applying multiple taxonomies can provide richer
understanding.
• Audience
• Population
• Intent
• Subtopic
• Referral sources
• E-mail domains
• Landing Page
• Sentiment
• URLs

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Suicide Prevention Taxonomy

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Search Engine Optimization

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Taxonomy + Bounce Rate

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Taxonomy Calculated Field
IF 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 CreatingYour Calculated Field
• Planning 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: “_meth”
• Beware of END syntax error: add new lines to the middle of the
calculated field.

28. 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!

29. Running is next.