{ "item_title" : "Text Analytics in Marketing", "item_author" : [" Daniel Dan", "Thomas Reutterer "], "item_description" : "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.", "item_img_path" : "https://covers4.booksamillion.com/covers/bam/3/03/208/085/3032080851_b.jpg", "price_data" : { "retail_price" : "119.99", "online_price" : "119.99", "our_price" : "119.99", "club_price" : "119.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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