Overview
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.
Full Product Details
Author: Dr Steven Struhl
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Dimensions:
Width: 15.60cm
, Height: 1.20cm
, Length: 23.30cm
Weight: 0.417kg
ISBN: 9780749474010
ISBN 10: 0749474017
Pages: 272
Publication Date: 03 July 2015
Audience:
General/trade
,
College/higher education
,
Professional and scholarly
,
General
,
Tertiary & Higher Education
Format: Paperback
Publisher's Status: Active
Availability: In Print
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.
Reviews
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
Textual analysis has recently become a useful researchmethodology, of great interest to both academics and practitioners. Dr. Steven Struhl provides relevant and lucid discussion of the topic, highlighting the fundamental issues involved in preparing, analysing, and presenting textual data for meaningful interpretations.A very interesting and timely contribution that should be of interest to a wide range of audiences. --Dr. Jehoshua Eliashberg Professor of Operations&Info Management, Wharton School, Univ of Pennsylvania
Author Information
Steven Struhl PhD, MBA, MA has more than 25 years' experience in consulting and research, specializing in practical solutions based on statistical models of decision-making and behaviour. In addition to text analytics and data mining, his work addresses how buying decisions are made, optimizing service delivery and product configurations and finding the meaningful differences among products and services. Steven also has taught graduate courses on statistical methods and data analysis. He speaks at conferences and has given numerous seminars on pricing, choice modelling, market segmentation and presenting data.
