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Practical Text Analytics
Interpreting Text and Unstructured Data for Business Intelligence
By: Dr Steven Struhl
Paperback | 28 July 2015 | Edition Number 1
At a Glance
Paperback
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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, Practical Text Analytics 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 resources include self-test questions, chapter review Q&A and an Instructor's Manual with text sources and instructions.
Industry Reviews
"Steven provides a broad and fair context in which to understand textual analysis in a very readable and informative way. I'm confident this would provide great value to anyone with an interest in the Internet and textual analysis, researcher and non-researcher alike." * Darrin Helsel, Co-Founder and Principal of Distill Research LLC, and Research Chair, American Marketing Association, Portland Chapter *
"Steven Struhl has an incredible knack for demystifying complex analyses and analytic software, and making it accessible to those who are interested in what it does without delving too deeply into the incomprehensible elements of how it works. In his new book, Dr. Struhl takes on text analytics. I found the chapter on Bayes Nets particularly useful. In it he shows quite convincingly that, in some cases, they do a much better job with text than other predictive methods. He provides a story through crystal-clear examples that are immediately interesting and easy to follow." * Larry Durkin, Principal, MSP Analytics *
"As I've been evaluating text analytics materials lately for my data science education engagements, much of what I've found published on this subject is written from a very academic and technical perspective that is not very approachable for someone that doesn't have a fairly deep expertise in statistics, math and programming. This book solves that disconnect. A welcome addition to any data scientist's library. In addition, the timely nature of the subject should provide much food-for-thought as the rise in interest in unstructured data processing techniques continues to be of interest. Highly recommended." * Daniel D. Gutierrez, Inside Big Data *
"A fascinating, if not rather specialist book, which aims to be an accessible guide to the world of text analytics and data analysis for marketing folk." * Darren Ingram, Darren Ingram Media *
ISBN: 9780749474010
ISBN-10: 0749474017
Series: Marketing Science
Published: 28th July 2015
Format: Paperback
Language: English
Number of Pages: 272
Audience: Professional and Scholarly
Publisher: Kogan Page Ltd
Country of Publication: GB
Edition Number: 1
Dimensions (cm): 15.9 x 23.3 x 1.8
Weight (kg): 0.36
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You Can Find This Book In
Marketing Science
This product is categorised by
- Non-FictionReference, Information & Interdisciplinary SubjectsResearch & InformationData Analysis
- Non-FictionBusiness & ManagementSales & MarketingMarket Research
- Non-FictionBusiness & ManagementBusiness Aspects of E-Commerce
- Non-FictionLanguage & Linguistics
- Non-FictionBusiness & ManagementManagement & Management TechniquesManagement of Specific AreasSales & Marketing Management
- Non-FictionComputing & I.T.DatabasesData Mining