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Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence (Marketing Science), by Steven Struhl
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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.
- Sales Rank: #219864 in Books
- Published on: 2015-07-28
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .57" w x 6.14" l, .0 pounds
- Binding: Paperback
- 272 pages
Review
"[A] fascinating, if not rather specialist book, which aims to be an accessible guide to the world of text analytics and data analysis for marketing folk." (Darren Ingram Darren Ingram Media)
"Textual 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 Prof of Operations & Info Management, Wharton School, Univ. of Pennsylvania)
"As I’ve been evaluating text analytics materials lately for my data science education engagements, much of what I’ve found published on this subject is written from a very academic and technical perspective that is not very approachable for someone that doesn’t have a fairly deep expertise in statistics, math and programming. This book solves that disconnect...A welcome addition to any data scientist’s library. In addition, the timely nature of the subject should provide much food-for-thought as the rise in interest in unstructured data processing techniques continues to be of interest. Highly recommended." (Daniel D. Gutierrez Inside Big Data)
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.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Summarizes Text Analytics Well
By William P Ross
This book explains text analytics from a high level. There are a decent number of techniques explaining ways of looking at text. Throughout the book are mentions of different tools you can use ranging from free to enterprise level tools.
There are also a number of graphs in the book showing the output of results from text analytic tools. I would have like to see more "practical" examples though of how a business should be using these tools. I understand from the book the techniques we have now are not sufficient in many cases.
Some of the pictures in the book appeared to be totally random and held little relevance to text. I was wondering why the author placed them there.
The writing style is pretty informal which works well for this book. Overall this book is a great place to start for learning about text analytics. If your looking for more advanced cases, or business applications you may need to look elsewhere.
0 of 0 people found the following review helpful.
Explains Text Analytics in simple english
By kaus_man
As a Voice of customer and Text analytics practitioner I have a little bit of background in this field and I found the book really helpful in explaining the text analytics field from a practical point of view .
Most of the concepts which may usually be too math oriented or hard to understand are explained in general English. I specially like the chapter on Bayesian analysis which had eluded me as a tool so far but the book does a good job in explaining the use and power of the algorithm.
Text is everywhere and aggregating and analyzing text remains one of the most valuable frontier for Enterprise Software and for general public alike.
0 of 0 people found the following review helpful.
I like it a lot
By NoahL5
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 show, 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.
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