Text Analytics in Marketing
A Practical Guide for Students and Researchers
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Beschreibung
This book offers a comprehensive introduction to text mining and text analytics tailored for marketers. It presents key techniques for analyzing, compressing, classifying, and visualizing textual data and user-generated content (UGC), with a particular emphasis on using R software. These methods enable readers to effectively prepare and manipulate textual data to uncover actionable marketing insights.
In today’s digital landscape, analyzing online chatter, sentiment, preferences, and other forms of electronic word-of-mouth has become an essential skill for marketing researchers and professionals. Through a rich collection of examples, program code, and hands-on exercises, this book equips both students and marketing managers with the theoretical foundation and practical skills needed to apply text-based data analysis to contemporary marketing challenges.
This book offers a comprehensive introduction to text mining and text analytics tailored for marketers. It presents key techniques for analyzing, compressing, classifying, and visualizing textual data and user-generated content (UGC), with a particular emphasis on using R software. These methods enable readers to effectively prepare and manipulate textual data to uncover actionable marketing insights.
In today’s digital landscape, analyzing online chatter, sentiment, preferences, and other forms of electronic word-of-mouth has become an essential skill for marketing researchers and professionals. Through a rich collection of examples, program code, and hands-on exercises, this book equips both students and marketing managers with the theoretical foundation and practical skills needed to apply text-based data analysis to contemporary marketing challenges.
Delivers an easy-to-read and hands-on introduction to the world of text mining for marketing students and data scientists Provides numerous examples on using resources from the R statistical packages across several marketing contexts Helps in programming for text-based classification, visualization and analysis of marketing questions
Autor*in
Daniel Dan
Themen in »Text Analytics in Marketing«
Analyzing user-generated content Text analytics methods in marketing R program codes for text analytics Marketing models with R Social media text analysis Visualization of marketing data with R Compression of text data with R Text-mining for marketing Text-mining with R