Voice assistants, online reviews, customer service calls, press releases, marketing communications, and other interactions create textual data that companies can analyze to optimize services and develop new products. By some estimates, 80-95% of all business data is unstructured, and most of that is text.
How can marketing managers and academics best use textual data to derive marketing insight? This webinar features three experts who share advice and experience in this process, including an overview of the methodologies and metrics used in text analysis across the field of marketing.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242919873106
Read the Scholarly Insight for this article here.