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portada Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence (Marketing Science)
Type
Physical Book
Author
Publisher
Year
2015
Language
English
Pages
272
Format
Paperback
Dimensions
23.4x15.5x1.5 cm
Weight
0.36 kg.
ISBN13
9780749474010
Edition No.
1
Categories

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

Steven Struhl (Author) · Kogan Page · Paperback

Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence (Marketing Science) - Struhl, Steven

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

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.

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