popular options in the scientific world, acting as an excellent entry point for beginners. For Python programmers, there is an excellent toolkit called NLTK for more general purposes. For more advanced programmers, there's also the Gensim library, which focuses on word embedding-based text representations. Online media applications Text mining is being used by large media companies, such as the Tribune Company, to clarify information and to provide readers with greater search experiences, which in turn increases site "stickiness" and revenue. Additionally, on the back end, editors are benefiting by being able to share, associate and package news across properties, significantly increasing opportunities to monetize content. Business and marketing applications Text analytics is being used in business, particularly, in marketing, such as in customer relationship management. Coussement and Van den Poel (2008) apply it to improve predictive analytics models for customer churn (customer attrition). Text mining is also being applied in stock returns prediction. Sentiment analysis Sentiment analysis may involve analysis of movie reviews for estimating how favorable a review is for a movie. Such an analysis may need a labeled data set or labeling of the affectivity of words. Resources for affectivity of words and concepts have been made for WordNet and ConceptNet, respectively. Text has been used to detect emotions in the related area of affective computing. Text based approaches to affective computing have been used on multiple corpora such as students evaluations, children stories and news stories. Scientific literature mining and academic applications The issue of text mining is of importance to publishers who hold large databases of information needing indexing for retrieval. This is especially true in scientific disciplines, in which highly specific information is often contained within the written text. Therefore, initiatives have been taken such as Nature's proposal for an Open Text Mining Interface (OTMI) and the National Institutes of Health's common Journal Publishing Document Type Definition (DTD) that would provide semantic cues to machines to answer specific queries contained within the text without removing publisher barriers to public access. Academic institutions have also become involved in the text mining initiative: The National Centre for Text Mining (NaCTeM), is the first publicly funded text mining centre in the world. NaCTeM is operated by the University of Manchester in close collaboration with the Tsujii Lab, University of Tokyo. NaCTeM provides customised tools, research facilities and offers advice to the academic community. They are funded by the