Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence (Marketing Science)

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9780749474010: Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence (Marketing Science)
Review:

"Textual analysis has recently become a useful research methodology, 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, analyzing, 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, Sebastian S. Kresge Professor of Marketing, Professor of Operations and Information Management, Wharton University 2015-02-10)

"It's a breath of fresh air to read an introduction to textual analysis that's not also a shill to sell its own software solution along with. 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)

From the Publisher:

Bridging the gap between the marketer who must put text analytics to use and the increasingly rarefied community of data analysis experts, Practical Text Analytics is an accessible guide to the many remarkable advances in text analytics that specialists are discussing among themselves. Instead of being a resource for programmers, a book on theory or an introduction on how to use advanced statistical programs, this daily reference resource cuts through the profusion of jargon, evaluating the strengths and weaknesses of various methods and serving as a guide to what is credible in this fast-moving and often confusing field.

Practical Text Analytics provides guidance on the application of text analytics for marketing professionals who must interpret the results and apply them in their campaigns. It presents the process of analysis in ways that people who use the data need to see them, helping marketers to clarify and organize confidently the confusing array of methods, frame the right questions and apply the results successfully to find meaning in any unstructured data and develop powerful new marketing strategies.

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.

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Struhl, Steven
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ISBN 10: 0749474017 ISBN 13: 9780749474010
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Struhl, Steven
Editorial: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749474017 ISBN 13: 9780749474010
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Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. 233 x 156 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería AAS9780749474010

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Struhl, Steven
Editorial: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749474017 ISBN 13: 9780749474010
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Descripción Kogan Page Ltd, United Kingdom, 2015. Paperback. Estado de conservación: New. 233 x 156 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería AAS9780749474010

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Descripción Kogan Page Ltd. Paperback. Estado de conservación: new. BRAND NEW, Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence, Steven Struhl, 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. Nº de ref. de la librería B9780749474010

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Descripción Paperback. Estado de conservación: New. 156mm x 233mm x 12mm. 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 da.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 272 pages. 0.417. Nº de ref. de la librería 9780749474010

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Struhl, Steven
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ISBN 10: 0749474017 ISBN 13: 9780749474010
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Descripción Kogan Page, 2015. Estado de conservación: New. Practical Text Analytics explains approaches to text analytics in a way that is grounded in business reality so marketers can easily apply tools and techniques to add value to their companies. Series: Marketing Science. Num Pages: 272 pages, black & white illustrations. BIC Classification: GPH; KJS. Category: (G) General (US: Trade); (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 159 x 233 x 18. Weight in Grams: 418. . 2015. 1st Edition. Paperback. . . . . . Nº de ref. de la librería V9780749474010

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