Abstract
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.
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.
| Original language | English |
|---|---|
| Publisher | Springer Cham |
| Number of pages | 350 |
| ISBN (Electronic) | 978-3-032-08086-8 |
| ISBN (Print) | 978-3-032-08085-1 |
| Publication status | Published - Jan 2026 |
Publication series
| Name | Classroom Companion: Business |
|---|---|
| Publisher | Springer Cham |
| ISSN (Print) | 2662-2866 |
| ISSN (Electronic) | 2662-2874 |
Keywords
- Analyzing user-generated content
- Text analytics methods in marketing
- R program codes for text analytics
- Marketing models with R
- Social media text analysis
- Visualization of marketing data with R
- Compression of text data with R
- Text-mining for marketing
- Text-mining with R