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Text Analytics in Marketing: A Practical Guide for Students and Researchers

By Daniel Dan, Thomas Reutterer
Hardcover
$119.99
By Daniel Dan, Thomas Reutterer
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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...