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Practical Text Analytics
by Steven Struhl
Publisher: Kogan Page
Release Date: July 2015
View table of contents
Practical Text Analytics explains approaches to text analytics in a way that is grounded in business reality so marketers can easily apply tools and techniques to add value to their companies.
Table of Contents
01 Who should read this book? And what do you want to do today?
Who should read this book
Where we find text
Sense and sensibility in thinking about text
A few places we will not be going
Where we will be going from here
02 Getting ready: capturing, sorting, sifting, stemming and matching
What we need to do with text
Ways of corralling words
Factor analysis: introducing our first analytical method
03 In pictures: word clouds, wordles and beyond
Getting words into a picture
The many types of pictures and their uses
Applications, uses and cautions
04 Putting text together: clustering documents using words
Where we have been and moving on to documents
Clustering and classifying documents
05 In the mood for sentiment (and counting)
Basics of sentiment and counting
Missing the sample frame with social media
How do I do sentiment analysis?
06 Predictive models 1: having words with regressions
Understanding predictive models
Starting from the basics with regression
Rules of the road for regression
Divergent roads: regression aims and regression uses
07 Predictive models 2: classifications that grow on trees
Classification trees: understanding an amazing analytical method
Seeing how trees work, step by step
CHAID and CART (and CRT, C&RT, QUEST, J48 and others)
Summary: applications and cautions
08 Predictive models 3: all in the family with Bayes Nets
What are Bayes Nets and how do they compare with other methods?
Our first example: Bayes Nets linking survey questions and behaviour
Using a Bayes Net with text
Bayes Net software: welcome to the thicket
Summary, conclusions and cautions
09 Looking forward and back
Where we may be going
What role does text analytics play?
Summing up: where we have been
Software and you