Practical Text Analytics - Interpreting Text and Unstructured Data for Business Intelligence (Paperback)

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, 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.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Series:	Marketing Science
Release date:	July 2015
First published:	2015
Authors:	Steven Struhl
Dimensions:	233 x 156 x 12mm (L x W x T)
Format:	Paperback - Trade
Pages:	272
ISBN-13:	978-0-7494-7401-0
Categories:	Books > Reference & Interdisciplinary > Communication studies > Data analysis Books > Business & Economics > Business & management > Sales & marketing > General Promotions
LSN:	0-7494-7401-7
Barcode:	9780749474010

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