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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v němčině Sozialwissenschaften, Recht, Wirtschaft Wirtschaft Einzelne Wirtschaftszweige, Branchen

• Plný název: Text Mining and Analytics for Marketing
• Autor: Thomas Reutterer
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 365
• EAN: 9783032080851
• ISBN: 3032080851
• ID: 49598596
• Nakladatelství: Springer-Verlag GmbH
• Hmotnost: 707 g
• Datum vydání: 10. February 2026

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