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

Dr Steven Struhl

ISBN 10: 0749474017 / ISBN 13: 9780749474010

Published by Kogan Page 2015-07-03, 2015

About this Item

Seller Inventory # 6666-IUK-9780749474010

Bibliographic Details

Title: Practical Text Analytics: Interpreting Text ...

Publisher: Kogan Page 2015-07-03

Publication Date: 2015

Binding: Paperback

Condition: New

About this title

Synopsis:

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.

About the Author:

Steven Struhl is Principal at Converge Analytic, a marketing and analytics consulting company based in New Jersey.  He has experience in consulting and research, specializing in providing effective, practical solutions based on statistical models of decision-making and behavior. His work addresses how buying decisions are made, understanding consumer groups and their motivations, optimizing service delivery and product configurations, and finding the meaningful differences among products and services.