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Text Mining for Marketing
  • Level Foundation
  • Duration 21 hours
  • Course by O.P. Jindal Global University
  • Offered by

About

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.

Modules

Course Introduction

    • 2 Videos
    • 1 Readings
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2 Videos

  • Course Introduction
  • Meet Your Instructor

1 Readings

  • Course Overview

Introduction to Text Mining for Marketing

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Introduction to Text Mining for Marketing

1 Videos

  • Introduction to Text Mining for Marketing

1 Readings

  • Essential Reading: Who Should Read This Book? and Where We Find Text?

Definition of Text Mining and Marketing 

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Definition of Text Mining and Marketing

1 Videos

  • Definition of Text Mining and Marketing

1 Readings

  • Essential Reading: Sense and Sensibility in Thinking About Text

Reasons for Using Text Mining in Marketing

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Reasons for Using Text Mining in Marketing

1 Videos

  • Reasons for Using Text Mining in Marketing

1 Readings

  • Essential Reading: A Few Places We Will Not Be Going

Dealing with Text

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Dealing with Text

1 Videos

  • Dealing with Text

1 Readings

  • Essential Reading: Customer Value

Customer Feedback Analysis

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Customer Feedback Analysis

1 Discussions

  • Customer Feedback Analysis

1 Videos

  • Customer Feedback Analysis

1 Readings

  • Essential Reading: Text Mining of Online Hotel Reviews

Brand Monitoring and Reputation Management

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Brand Monitoring and Reputation Management

1 Videos

  • Brand Monitoring and Reputation Management

1 Readings

  • Essential Reading: Sentiment Analysis for Reputation Management

Competitive Analysis

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Competitive Analysis

1 Videos

  • Competitive Analysis

1 Readings

  • Essential Reading: Life Cycle Marketing Strategies

Predictive Analysis and Customer Segmentation

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Predictive Analysis and Customer Segmentation

1 Videos

  • Predictive Analysis and Customer Segmentation

1 Readings

  • Essential Reading: An Easy Primer to Predictive Analytics for Marketers

Week 1 Graded Quiz: Introduction and Application of Text Mining in Marketing

    • 1 Assignment
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1 Assignment

  • Graded Quiz: Introduction and Application of Text Mining in Marketing

Text Mining Techniques for Marketing

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Text Mining Techniques for Marketing

1 Videos

  • Text Mining Techniques for Marketing

1 Readings

  • Essential Reading: Social Listening and Text Analysis

Text Preprocessing Techniques

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Text Preprocessing Techniques

1 Videos

  • Text Preprocessing Techniques

1 Readings

  • Essential Reading: Processing and Understanding Text

Sentiment Analysis

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Sentiment Analysis

1 Videos

  • Sentiment Analysis

1 Readings

  • Essential Reading: In the Mood for Sentiment (and Counting)

Topic Modeling

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Topic Modeling

1 Videos

  • Topic Modeling 

1 Readings

  • Essential Reading: Topic Modeling

Named Entity Recognition

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Named Entity Recognition

1 Discussions

  • Named Entity Recognition

1 Videos

  • Named Entity Recognition

1 Readings

  • Essential Reading: Named Entity Recognition

Text Classification

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Text Classification

1 Videos

  • Text Classification

1 Readings

  • Essential Reading: Classifications That Grow on Trees

Topic Clustering

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Topic Clustering

1 Videos

  • Topic Clustering

1 Readings

  • Essential Reading: Putting Text Together

Bayes Nets or Bayesian Networks

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Bayes Nets or Bayesian Networks

1 Videos

  • Bayes Nets or Bayesian Networks

1 Readings

  • Essential Reading: All in the family with Bayes Nets

Week 2 Graded Quiz: Text Mining Techniques for Marketing

    • 1 Assignment
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1 Assignment

  • Graded Quiz: Text Mining Techniques for Marketing

Challenges and Limitations of Text Mining in Marketing

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Challenges and Limitations of Text Mining in Marketing

1 Videos

  • Challenges and Limitations of Text Mining in Marketing

1 Readings

  • Essential Reading: Text Mining: Challenges and Future Directions

Accuracy of Text Mining Techniques

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Accuracy of Text Mining Techniques

1 Videos

  • Accuracy of Text Mining Techniques

1 Readings

  • Essential Reading: Text Mining: Techniques, Applications, and Issues

Data Quality and Reliability

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Data Quality and Reliability

1 Videos

  • Data Quality and Reliability

1 Readings

  • Essential Reading: Choosing the Right Customer or Segment

Data Privacy

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Data Privacy

1 Videos

  • Data Privacy

1 Readings

  • Essential Reading: Privacy and the Difference Between Delightful and Invasive

Lack of Context

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Lack of Context

1 Discussions

  • Lack of Context

1 Videos

  • Lack of Context 

1 Readings

  • Essential Reading: Semantic Issues

Complex Data Analysis and Interpretation

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Complex Data Analysis and Interpretation

1 Videos

  • Complex Data Analysis and Interpretation

1 Readings

  • Essential Reading: Text Analytics Needs to Follow Good Analytic Principles

Cost

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Cost

1 Videos

  • Cost

1 Readings

  • Essential Reading: Analyzing Text Has More Costs Than You May Expect

Technical Skills and Expertise

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Technical Skills and Expertise

1 Videos

  • Technical Skills and Expertise

1 Readings

  • Essential Reading: Career Advice for Aspiring Predictive Marketers

Week 3 Graded Quiz: Challenges of Text Mining Techniques

    • 1 Assignment
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1 Assignment

  • Graded Quiz: Challenges of Text Mining Techniques

Future Directions of Text Mining in Marketing 

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Future Directions of Text Mining in Marketing 

1 Videos

  • Future Directions of Text Mining in Marketing 

1 Readings

  • Essential Reading: Where We May Be Going

Advancements in Machine Learning and Artificial Intelligence

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Advancements in Machine Learning and Artificial Intelligence

1 Videos

  • Advancements in Machine Learning and Artificial Intelligence

1 Readings

  • Essential Reading: What Role Does Text Analytics Play?

Integration with Other Marketing Technologies 

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Integration with Other Marketing Technologies 

1 Videos

  • Integration with Other Marketing Technologies 

1 Readings

  • Essential Reading: Best Practices for Text Analytics

New Sources of Data and Analysis

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • New Sources of Data and Analysis

1 Videos

  • New Sources of Data and Analysis

1 Readings

  • Essential Reading: New Areas That May Use Text Analytics in the Future

Implications for Marketing Practice and Research

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Implications for Marketing Practice and Research

1 Videos

  • Implications for Marketing Practice and Research

1 Readings

  • Essential Reading: Text Mining for Market Prediction

Ethical Concerns

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Ethical Concerns

1 Discussions

  • Ethical Concerns

1 Videos

  • Ethical Concerns

1 Readings

  • Essential Reading: Ethical Issues in Text Mining for Mental Health

Summary

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Summary

1 Videos

  • Summary

1 Readings

  • Essential Reading: Summary

Conclusion

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Conclusion

1 Videos

  • Conclusion

1 Readings

  • Essential Reading: The Future of Text and Web Analytics

Week 4 Graded Quiz: Future Directions and Implications

    • 1 Assignment
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1 Assignment

  • Graded Quiz: Future Directions and Implications

Course wrap up video

    • 1 Videos
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1 Videos

  • Course Wrap-up

Auto Summary

Discover the fundamentals of text mining in marketing with this beginner-level course. Ideal for those interested in practical applications, it covers critical theories, concepts, and techniques to inform marketing strategies. Led by Coursera, the course spans 1260 minutes and is available through Starter and Professional subscriptions. Enhance your marketing decisions with text mining insights today!

Prof. Lalit Pankaj
Instructor

Prof. Lalit Pankaj