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

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.

Author: Steven Struhl
Publisher: Kogan Page
Published: 03/29/2016
Pages: 272
Binding Type: Hardcover
Weight: 1.23lbs
Size: 9.21h x 6.14w x 0.63d
ISBN: 9780749479374

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.

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