I have a list of users by title and want to count all occurrences of certain strings. e.g., some users identify themselves as CEO and others as chief executive officer. How can I combine and count all occurrences of this title?

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Hi Jon,

you could create reference via lookup that matches all known variations of each role to a single title reference. For example, all entries in column titles ( CEO, chief executive officer, etc ) map to CEO in column role.

Second step would be to use the pivot transform to summarize each occurance