PRACTICAL TEXT ANALYTICS: INTERPRETING TEXT AND UNSTRUCTURED DATA FOR BUSINESS INTELLIGENCE
Book ID/图书代码： 07682015B78293
English Summary/英文概要： Bridging the gap between the marketer who must put text analytics to use and the increasingly rarefied community of data analysis experts, Practical Text Analytics is an accessible guide to the many remarkable advances in text analytics that specialists are discussing among themselves. Instead of being a resource for programmers, a book on theory or an introduction on how to use advanced statistical programs, this daily reference resource cuts through the profusion of jargon, evaluating the strengths and weaknesses of various methods and serving as a guide to what is credible in this fast-moving and often confusing field.
Practical Text Analytics provides guidance on the application of text analytics for marketing professionals who must interpret the results and apply them in their campaigns. It presents the process of analysis in ways that people who use the data need to see them, helping marketers to clarify and organize confidently the confusing array of methods, frame the right questions and apply the results successfully to find meaning in any unstructured data and develop powerful new marketing strategies.
About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them in business reality. Each book is written by an expert in the field and includes case studies and illustrations so marketers can gain confidence in applying the tools and techniques and to commission external research.
Chinese Summary/中文概要： 桥接两者之间的差距一个是必须把文本分析利用营销的市场营销者和日渐稀少的团体数据分析专家，此书在文本分析是一个可获得的引导，在专家中口口相传有着众多显著的进步。并非是对于程序员来说是一种资源，一本书在理论或如何使用先进的统计程序的介绍，这些日常的参考资源通过削减丛生的行话，评估的优势和各种方法的弱点，并在这个经常快速移动和被混淆的领域内担任向导。
此书提供了文本分析的应用指导为从事市场营销专的业人士必须解释结果和应用他们在他们的活动的指导。它提出的分析过程中的谁使用数据的人需要看到他们的方式，帮助营销人员澄清和组织满怀信心的方法迷惑阵，框定正确的问题和应用成果成功地找到指在任何非结构化数据和发展强大的新的营销策略。
关于系列：营销学系列，使接触到营销的学生很难主题和实践在企业实际接地它们。每本书在现场写的专家，包括案例研究和插图等营销能获得信心在应用的工具和技术，并委托外部研究。(LNL)
Awards/获奖情况：“文本分析最近已成为一个有用的研究方法，对于非常感情去的学者和实践者来说。Steven Struhl博士提供与话题相关的透彻讨论，突出参与编制，分析和显示文本数据进行有意义的解释的基本问题。这应该对兴趣广泛的受众来说是一个非常有趣的和及时的贡献。” (Jehoshua Eliashberg博士，Sebastian S. Kresge博士，市场营销的教授和运营与信息管理的教书，沃顿商学院，2015-02-10)
"Textual analysis has recently become a useful research methodology, of great interest to both academics and practitioners. Dr. Steven Struhl provides relevant and lucid discussion of the topic, highlighting the fundamental issues involved in preparing, analyzing, and presenting textual data for meaningful interpretations. A very interesting and timely contribution that should be of interest to a wide range of audiences." (Dr. Jehoshua Eliashberg, Sebastian S. Kresge Professor of Marketing, Professor of Operations and Information Management, Wharton University 2015-02-10)
About the Author/作者介绍： Dr. Steven Struhl MBA，MA在咨询和研究领域超过25年的经验，专业的基础上的决策和行为的统计模型切实可行的解决方案。除了文本分析和数据挖掘，他的工作地址如何购买决策作出，优化服务交付和产品配置和发现之间的产品和服务的有意义的差异。Steven 也曾执教的统计方法和数据分析的研究生课程。他在会议和多次研讨会上发表讲话并给予定价，选择模型，市场细分和呈现数据。Dr. Steven Struhl PhD, MBA, MA has more than 25 years’ experience in consulting and research, specializing in practical solutions based on statistical models of decision-making and behavior. In addition to text analytics and data mining, his work addresses how buying decisions are made, optimizing service delivery and product configurations and finding the meaningful differences among products and services. Steven also has taught graduate courses on statistical methods and data analysis. He speaks at conferences and has given numerous seminars on pricing, choice modelling, market segmentation and presenting data.
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Complex/Traditional Chinese/繁体中文：AVAILABLE
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