Abstract: Systems and methods are described which use associations between field values, more generally terms, called selectors, and data items, or structures within data items. The associative information is derived from the content of data and can be stored in optimal data structures, generally descriptively named associative matrices, which may be used to perform searches and calculations of data analytics. In some embodiments, calculations use only selector values and their counts, called frequencies, of associated data items, and/or structures within those items. Special queries, executed on the associative information, determine the frequencies. Methods of data analysis use the results of these queries. Applications can display results dynamically as a user creates queries by choosing selectors, changing the queries, and creating new ones, completely intuitively, using point and click.