The book explains data mining traditional methods data adaptive methods and applications in business and marketing with business cases and provides lists of tables figures and exhibits for managers and analysts. Description for data mining courses and marketing research courses in the business school computer science department this conceptual introduction to data mining within the context of business and marketing research provides a uniquely balanced approach that is neither too technical nor too management oriented. Text mining approaches and applications are essential for helping companies take advantage of this information for improving strategic business activities and boosting decision making unlike data mining which is designed to work with structured data text mining or text analytics focuses on text heavy business data and is intended to . Inside this book you will find a managers introduction to data and text mining the emphasis is on business data including information about firms and markets products and prices supplier actions and buyer responses
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