Text Mining and Analytics for Marketing

Name: Text Mining and Analytics for Marketing
Brand: Springer-Verlag GmbH
SKU: 9783032080851
Price: 113.52 EUR
Availability: InStock

Автор: Thomas Reutterer

Език:

Корици: С твърди корици

Издател: Springer-Verlag GmbH

Наличност: Външен склад

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113.52 € 222.03 лв

This book offers a comprehensive introduction to text mining and text analytics tailored for markete...

Информация за книгата

Автор

Thomas Reutterer

Език

Английски език

Корици

Книга - С твърди корици

Издадена

2026

страници

365

EAN

9783032080851

ISBN

3032080851

Enbook ID

49598596

Издател

Springer-Verlag GmbH

Теглоt

707

Пълно описание

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.

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Text Mining and Analytics for Marketing

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