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

Struhl, Steven

Brossura

ISBN 10: 0749474017 ISBN 13: 9780749474010

Casa editrice: Kogan Page, 2015

Riassunto

Bridging the gap between the marketer who must put text analytics to use and data analysis experts,Practical Text Analytics is an accessible guide to the many advances in text analytics. It explains the different approaches and methods, their uses, strengths, and weaknesses, in a way that is relevant to marketing professionals. Each chapter includes illustrations and charts, hints and tips, pointers on the tools and techniques, definitions, and case studies/examples.

Consultant and researcher Steven Struhl presents the process of text analysis in ways that will help marketers clarify and organize the confusing array of methods, frame the right questions, and apply the results successfully to find meaning in any unstructured data and develop effective new marketing strategies.

Su questo libro

Recensione

"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)

Descrizione del libro

Provides real-world guidance on the application of text analytics for marketing professionals

Bridges the gap between marketers and data analysis experts by cutting through jargon

Helps marketers to frame the right questions and apply the results successfully

Online resources: Self-test questions, chapter review Q&A and an Instructor's Manual with text sources and instructions

Dettagli dell?edizione

• Editore: Kogan Page
• Data di pubblicazione: 2015
• ISBN 10: 0749474017
• ISBN 13: 9780749474010
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 1
• Numero di pagine: 272