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" ... We can also use search volume to study cause and effect. Note the slide below. The first trend chart was the search volume for Purell hand sanitizer. Despite their advertising efforts for years, search volume was flat. But when swine flu and H1N1 hit in 2009, the search volume for purell spiked when consumers searched for it online. If you look closely you can even see that each peak corresponded perfectly in time with search volume for each disease. “Cause and effect” showed that the two viruses drove more search volume for Purell than the millions of dollars they spent on advertising. ... "