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.
Table of Contents
Chapter 01 Who should read this book? And what do you want to do today?
Chapter 02 Getting ready: capturing, sorting, sifting, stemming and matching
Chapter 03 In pictures: word clouds, wordles and beyond
Chapter 04 Putting text together: clustering documents using words
Chapter 05 In the mood for sentiment (and counting)
Chapter 06 Predictive models 1: having words with regressions
Chapter 07 Predictive models 2: classifications that grow on trees
Chapter 08 Predictive models 3: all in the family with Bayes Nets
Chapter 09 Looking forward and back