Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence - Couverture rigide

Struhl, Dr Steven

Couverture rigide

ISBN 10 : 074947937X ISBN 13 : 9780749479374

Editeur : Kogan Page Ltd, 2016

A propos du livre

Revue de presse

"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)

"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)

Présentation de l'éditeur

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.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2016
• ISBN 10: 074947937X
• ISBN 13: 9780749479374
• Reliure: Relié
• Langue: anglais
• Nombre de pages: 272