Practical Text Analytics
Interpreting Text and Unstructured Data for Business Intelligence
by Steven Struhl
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Pub Date 3 Jul 2015 | Archive Date 1 Aug 2015
Kogan Page Ltd | Kogan Page
Description
Bridging the gap between the marketer who must put text analytics to use and the increasingly rarefied community of data analysis experts, Practical Text Analytics is an accessible guide to the many remarkable advances in text analytics that specialists are discussing among themselves. Instead of being a resource for programmers, a book on theory or an introduction on how to use advanced statistical programs, this daily reference resource cuts through the profusion of jargon, evaluating the strengths and weaknesses of various methods and serving as a guide to what is credible in this fast-moving and often confusing field.
Practical Text Analytics provides guidance on the application of text analytics for marketing professionals who must interpret the results and apply them in their campaigns. It presents the process of analysis in ways that people who use the data need to see them, helping marketers to clarify and organize confidently the confusing array of methods, frame the right questions and apply the results successfully to find meaning in any unstructured data and develop powerful new marketing strategies.
About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.
Practical Text Analytics provides guidance on the application of text analytics for marketing professionals who must interpret the results and apply them in their campaigns. It presents the process of analysis in ways that people who use the data need to see them, helping marketers to clarify and organize confidently the confusing array of methods, frame the right questions and apply the results successfully to find meaning in any unstructured data and develop powerful new marketing strategies.
About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.
A Note From the Publisher
Steven Struhl PhD, MBA, MA has more than 25 years' experience in consulting and research, specializing in practical solutions based on statistical models of decision-making and behaviour. In addition to text analytics and data mining, his work addresses how buying decisions are made, optimizing service delivery and product configurations and finding the meaningful differences among products and services. Steven also has taught graduate courses on statistical methods and data analysis. He speaks at conferences and has given numerous seminars on pricing, choice modelling, market segmentation and presenting data.
Advance Praise
extual 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
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
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
Available Editions
| EDITION | Paperback |
| ISBN | 9780749474010 |
| PRICE | £29.99 (GBP) |
