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.