In an age where customer opinion and feedback can have an immediate, major effect upon the success of a business or organization, marketers must have the ability to analyze unstructured data in everything from social media and internet reviews to customer surveys and phone logs. Practical Text Analytics is an essential daily reference resource, providing real-world guidance on the effective application of text analytics. The book presents the analysis process so that it is immediately understood by the marketing professionals who must use it, so they can apply proven concepts and methods correctly and with confidence.
By decoding industry terminology and demonstrating practical application of data models once reserved for experts, this book shows marketers how to frame the right questions, identify key themes and find hidden meaning from unstructured data. Readers will learn to develop powerful new marketing strategies to elevate customer experience, solidify brand value and elevate reputation.
Online supporting resources include questions and answers for each chapter, figures from Chapter 3 and a brief overview of text sources for text analytics.
About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.
By decoding industry terminology and demonstrating practical application of data models once reserved for experts, this book shows marketers how to frame the right questions, identify key themes and find hidden meaning from unstructured data. Readers will learn to develop powerful new marketing strategies to elevate customer experience, solidify brand value and elevate reputation.
Online supporting resources include questions and answers for each chapter, figures from Chapter 3 and a brief overview of text sources for text analytics.
About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.
