Uniting the Tribes: Using Text for Marketing Insight
Abstract
Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But how can marketers best use such data? This article provides an overview of automated textual analysis and details how it can be used to generate marketing insights. The authors discuss how text reflects qualities of the text producer (and the context...
Paper Details
Title
Uniting the Tribes: Using Text for Marketing Insight
Published Date
Aug 29, 2019
Journal
Volume
84
Issue
1
Pages
1 - 25
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