Text Mining for Marketing

Welcome to the Text Mining for Marketing course! This course will introduce you to the principles and methods of text mining as they apply to the field of marketing. You will learn how and why to use text mining to inform marketing decisions and strategies. This course is for everyone interested in practical applications of text mining in the marketing discipline and who wants to understand it and apply it. This course is not for those who are looking for programming instructions and mathematical routines. This is a beginner-level course that will bring awareness to the present practice of text mining in marketing. It will help you to get familiarized with practical tips about when and where to use various techniques and tools. You will learn about critical theories and concepts with the help of relevant examples. After the successful completion of this course, you will develop a basic understanding of how to use text mining techniques for making marketing decisions. You will gain sufficient knowledge of foundational elements, what is the relationship between textual data and marketing constructs/concepts, and how text mining and marketing work in tandem to produce relevant insights for today’s market. It will also provide you with concrete strategies to get started with text mining in marketing. To succeed in this course, you should have experience in/know about/have basic understanding of marketing concepts and data analytics techniques. Students must understand the difference between data analytics and text analytics

• Comprehend text mining concepts and marketing use cases
• Translate theoretical issues into practical marketing applications
• Identify effective analytical techniques for text and data
• Explain best practices in text analysis for marketing decisions

• No deep prior experience required; basic computer and internet skills helpful
• Ability to read course instructions in English and complete short practice activities