Analyzing Search Keywords using Excel : Array Formulas in Real Life

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Jarad asks me in an email “how word frequency can be generated from a range of cells using excel formulas?” This got me thinking and lead to this post, where we learn how to calculate word frequency using array formulas and use it to analyze a bunch of search keywords.

Array formulas are one of the powerful and often underutilized features of excel. They are often difficult to understand and use. But once you develop the ability write array formulas suddenly you see new possibilities.

If you are new to array formulas, read our excel array formulas tutorial

Step 1. Get your data

You must be so bored to see the same step no matter what we do. But getting the right data solves half the problems. Let us assume, our fictitious website has the following search keywords (well, really key phrases)

As a smart reader, you can already guess that in real life you will have not 10, but hundreds of key phrases that you would like to analyze. But the ideas you will be learning today should work in the same way.

Step 2. Calculate Word Frequencies using Array Formulas

First we must define the list of words for which frequency should be calculated. I just chose 9 arbitrary words. You can see them in the middle table.

Now we use array formula to calculate word frequency.

First the formula:

Assuming the keywords table (on the left) is in the range B4:B13 and the keyword for which you want to calculate the frequency is in D4, the array formula looks like,

=(SUM(LEN($B$4:$B$13))-SUM(LEN(SUBSTITUTE($B$4:$B$13,D4,""))))/LEN(D4)

Now the explanation

The frequency of the word in D4 (in this case it is “windows”) is calculated by,

  • finding the length of the entire text in the range b4:b13
  • finding the length of the entire text in the range b4:b13 after removing all occurrences of the word “windows”
  • Then, frequency is the gap between above 2 divided by the length of the word “windows”

Now look at the above formula.

SUM(LEN($B4:$B13)) is doing in the first part

SUM(LEN(SUBSTITUTE($B$4:$B$13,D4,""))) is doing the second part

/LEN(D4) is doing the last part.

Step 3. Finally Prepare a Tag Cloud from Keyword Frequencies

This is the simplest part of all, provided you have the tag cloud chart macro installed. When you have loads of keywords, tag cloud can help you visualize the important keywords.

What next?

You can take this basic model and extend it to include parameters like number of searches each key phrase has, how long the users stay on the site etc. to enhance the way tag cloud is generated and colored.

Also read some of the related text processing tricks using excel:

Sorting text using Excel Formulas

Find if a word is repeated in a cell

Cleanup incorrectly formatted phone numbers

Fuzzy text search using excel

Share with us how you use array formulas, your favorite tricks.

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23 Responses to “Displaying Text Values in Pivot Tables without VBA”

  1. sam says:

    Its possible to display up to 4 text values.

    Have a look at the screen shot of an example that I had posted way back at the EHA and figure out how its done !

    http://tinypic.com/r/muzywk/6

  2. ruve1k says:

    With Excel 2010 you can use Conditional Formatting to apply custom number formats which can display text. (In older versions you can only modify text color and cell background color, but not number formats.) Using CF allows for an even larger number of different display values.

  3. soumya says:

    Hey,
    Thanks, this helps. But how do you do it for multiple values where there is a huge amount of non repeating  text? 

  4. [...] Pivot Tables take tables of data and allow the user to summarise and consolidate the data at the same time. This is a great and very fast method of analysis but is restricted to handling mathematical functions on the value field resulting in numerical summaries. – read more [...]

  5. […] Read more here: Displaying Text Values in Pivot Tables without VBA […]

  6. Jon Gali says:

    There is a very good way actually for handling text inside values area.
    First you create a special column on the very left side and call it ID, and put unique ID (numbers only), and then create a pivot table with:

    Row Labels and Column labels as you like, and in the Values labels use the unique ID number.

    Move the unique ID number (copy paste) somewhere to the right and use vlookup to load the data you need using the ID as reference.

    It is a bit longer way but for me it works perfectly to combine values as you like in any moment.

    hope helps.

    Regards,

    Jon

  7. Linda says:

    Thank you! I finally understand pivot tables thanks to your clear, concise explanations and examples.

  8. Danzi says:

    Good Day. This is exactly what i have been looking for. However when i try it on my pivot table or even when i try to recreate this exercise using the sample worksheet, i get this error:

    "Microsoft Excel cannot use the number format you typed. Try using one of the built-in number formats."

  9. Hiren says:

    pls. help in table there is name, pan. amount. i have to make pivot table for example
    NAME PAN AMOUNT
    MR.X AAAAC1254T 500.00
    MR.Y AAABR1258C
    MR.A CFVDE2458T
    MR.Z AAVCR12548C
    MR.X AAAAC1254T
    MR.Z AADCD245T

  10. Hiren says:

    pls. help in table there is name, pan. amount. i have to make pivot table for example
    NAME PAN AMOUNT
    MR.X AAAAC1254T 500.00
    MR.Y AAABR1258C 1000
    MR.A CFVDE2458T 2000
    MR.Z AAVCR12548C 5451
    MR.X AAAAC1254T 45564
    MR.Z AADCD245T 4500
    how to get pivot tabe so i get PAN no. against Name.

  11. Letitgo says:

    I found an easy way to get text values in pivot table.

    I create an other worksheet in wich each cell has a formula that copy the pivot table. The trick is that the formula does a lookup for the numbers in the pivot table.

    The formula looks like that:
    =IF(ISNUMBER(table!A1);VLOOKUP(table!A1;Code!$A$1:$B$65;2);IF(ISBLANK(table!A1);" ";table!A1))

    Code is a worksheet where there is a liste of text /numbers correspondance.

    As a bonus The new sheet is easier to format

    Additional trick:
    In my case, i encoded differents codeid with a power(2, codeId-1) so that summing then is equivalent to concatenate them.

    1-A
    2-B
    4-C
    8-D

    yields :

    5 - AC
    14 - BCD

  12. Tushar says:

    Hi
    I want to ask if pivot can display dates in pivot field. As in a column i have customers and in row different items i want to know there last purchase date. anyone help in this??

  13. Tushar says:

    Hello Guys, Need your help
    I am doing some analysis of the cycle time of the product i.e how much time a product takes from manufacturing to the central warehouse.
    I have batch numbers for the product and against them i have to pull out the diff. dates
    Like the base date is from where the manufacturing start. So i have the batch number,against it's manuf. date. Now i have to pull out the date when it was quality released.
    I have the quality released data but the data have duplicates, like i will have two dates or may be three for the same batch. So my main objective is to pull out the date which is latest among them.

    BATCH NO. DATE of Mfg. DATE of Quality release
    A1 12/4/2014 (HERE I HAVE TO PULL value)

    Next Sheet
    BATCH NO. DATE of Quality Release
    A1 14/5/2014
    a2 23/5/2016
    A1 12/5/2014
    A1 13/6/2014

    From this sheet i have to pull up the latest date format of date here is dd/mm/yyy

    TIA

  14. […] needed to present text instead of counts in a pivot table value column. Here is an excellent resource for Excel manipulation, in addition to an overview of pivot […]

  15. Kyrene says:

    This is great thank you.

  16. Rabiul says:

    Wow!!! Excellent!! It helped me a lot.

  17. I am developing training tracking sheet for 200 employees with training completed date. Each employee will be attending 25 courses. How to indicate actual dates in pivot table value field.

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