Marketers must be able to assess unstructured data from a variety of sources, including social media, internet reviews, customer surveys, and phone logs, in an age where customer opinion and input may have an immediate, significant impact on the performance of a business or organisation. Practical Text Analytics is a crucial daily reference tool that offers practical advice on how to use text analytics effectively in the real world. The analytical process is explained in the book in a straightforward manner so that the marketing professionals who must utilise it can confidently and correctly implement tried-and-true ideas and techniques. By decoding industry terminology and demonstrating practical application of data models once reserved for experts, Practical Text Analytics shows marketers how to frame the right questions, identify key themes and find hidden meaning from unstructured data. Readers will learn to develop powerful new marketing strategies to elevate customer experience, solidify brand value and elevate reputation. Online resources include self-test questions, chapter review Q&A and an Instructor's Manual with text sources and instructions.