Practical text analytics : interpreting text and unstructured data for business intelligence / Steven Struhl

Includes bibliographical references and index.

1. Who should read this book? And what do you want to do today? -- 2. Getting ready: capturing, sorting, sifting, stemming and matching -- 3. In pictures: word clouds, wordless and beyond -- 4. Putting text together: clustering documents using words -- 5. In the mood for sentiment (and counting) -- 6. Predictive models -- 7. Predictive models 2: classifications that grow on trees -- 8. Predictive models 3: all in the family with Bayes Nets -- 9. Looking forward and back.

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.