TY  - BOOK
AU  - Struhl,Steven
TI  - Practical text analytics: interpreting text and unstructured data for business intelligence
SN  - 9780749474010
U1  - 658.472 
PY  - 2015///
CY  - London
PB  - Kogan Page Limited
KW  - Marketing--Data processing
KW  - Marketing research
KW  - Business intelligence
KW  - Marketing--Statistical methods
N1  - Chapter - 01: Who should read this book? And what do you want to do today?;Chapter - 02: Getting ready: capturing, sorting, sifting, stemming and matching;Chapter - 03: In pictures: word clouds, wordles and beyond;Chapter - 04: Putting text together: clustering documents using words;Chapter - 05: In the mood for sentiment (and counting) ;Chapter - 06: Predictive models 1: having words with regressions;Chapter - 07: Predictive models 2: classifications that grow on trees;Chapter - 08: Predictive models 3: all in the family with Bayes Nets;Chapter - 09: Looking forward and back
N2  - About the 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. Online resources include self-test questions, chapter review Q&A and an Instructor's Manual with text sources and instructions
ER  -