Uniting the Tribes: Using Text for Marketing Insight

Author: Jonah Berger, et al.
Posted: June 2nd, 2022

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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 anoverview of automated textual analysis and details how it can be used to generate marketing insights.


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