Text Analytics for Marketing

Text analytics is a useful tool in the world of Digital Marketing and Analytics due to its usefulness in deriving business and strategy insights from content shared by consumers through reviews and recommendations (from websites like www.tripadvisor.com,www.amazon.com etc.) and consumer conversations (from social media websites like facebook.com, twitter.com etc.). Thus, text analytics methods and its applications are of great interest to companies, both big and small, and the demand for professionals with skill sets in various facets of text analytics has been on a steady rise. Note: Text Analytics is a “Hybrid” course that meets once a week on campus with the remaining work done asynchronouslyby students in the Blackboard LMS.This course approaches the world of Text Analytics from a business strategy perspective by introducing students to popular methods applied to analyze consumer conversations and content and by aiding students in understanding and interpreting the results obtained through such methods. The industry terminology around Text Analytics and Text Mining is decoded in this course, by preparing and analyzing unstructured textual information and demonstrating practical applications of Text Analytics methods to identify key themes and hidden meaning from unstructured data. At the end of the course students will demonstrate an understanding of how to develop powerful new marketing strategies to elevate customer experience, solidify brand value, and elevate reputation.This course is structured for current and future business professionals without expertise in statistics, math, and programming.

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