000			01726nam a22001937a 4500
008			241205b |||||||| |||| 00| 0 eng d
020			_a9780749474010 _qpbk.
041			_aEng
082			_a658.472 _bSTR
100			_aStruhl, Steven M.
245			_aPractical text analytics : interpreting text and unstructured data for business intelligence _c/ Steven M. Struhl
250			_a1st ed.
260			_aLondon _bKogan Page _cc2015
300			_axiii, 257 p. _b: ill. _c; 24 cm.
504			_aBib and Ref
520			_aIn 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.
650			_aIndustrial Management
942			_cREF
999			_c566012 _d566012