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Key Business Analytics by Bernard Marr

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8

Text analytics

What is it?

Text analytics, also known as text mining, is a process of extracting value from large quantities of unstructured text data.

Most businesses have a huge amount of text-based data from memos, company documents, emails, reports, media releases, customer records and communication, websites, blogs and social media posts. Until recently, however, it wasn’t always that useful. While the text is structured to make sense to a human being it is unstructured from an analytics perspective because it doesn’t fit neatly into a relational database or rows and columns of a spreadsheet.

The only structured part of text traditionally was the name of the document, the date it was created and who created it – all of which could be ...

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