1 / 18

Facets of Personalization

Facets of Personalization. Jaime Teevan Microsoft Research (CLUES) with S. Dumais, E. Horvitz, D. Liebling, E. Adar, J. Elsas, R. Hughes. Query: vancouver. How PSearch Works. vacouver. User profile: Content, interaction history. Personalization is Cool! . But….

chipo
Download Presentation

Facets of Personalization

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Facets of Personalization Jaime Teevan Microsoft Research (CLUES) with S. Dumais, E. Horvitz, D. Liebling, E. Adar, J. Elsas, R. Hughes

  2. Query: vancouver

  3. How PSearch Works vacouver User profile: Content, interaction history

  4. Personalization is Cool! But… • How much can my profile really say about me? • It’s kind of spooky – what about my privacy? • Wow, it really screws up sometimes • I have no idea why that result showed up • Works too well – it’s the end of serendipity!

  5. Building a User Profile • Type of information • Content: Past queries, desktop search index • Behavior: Visited documents, explicit feedback • Time frame: Short term, long term • Who: Individual, group • Where: Local, server Session Memory PSearch Groupization uRank Query suggest

  6. Personalization is Cool! But… • How much can my profile really say about me? • It’s kind of spooky – what about my privacy? • Wow, it really screws up sometimes • I have no idea why that result showed up • Works too well – it’s the end of serendipity!

  7. When to Personalize • Some queries personalize well • vancouverv.hyatt regency vancouver homepage • Predict which queries personalize well using behavior • User may be unique in information need • bingto find Bing.com v. bingby a cherry farmer Perfect vancouver hyattvancouver Potential for personalization Number of people

  8. When to Personalize • High impact opportunities • Re-finding • Non-ranking personalization strategies • Allow people to filter and sort (relevance, history) • Personalize display to aid relevance assessment 43% vacouver vacouver , bc Visited November 6, 2009 Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Vancouver is the largest metropolitan area in Western Canada, and third largest in Canada, with a population of 2.6 million. Located at the southwestern corner of the coastal… www.vancouver.bc.ca Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Today’s handover of the Vancouver Olympic and Paralympic Village – with its green buildings, energy and water use reduction, sustainable transportation and remarkable public spaces… www.vancouver.bc.ca Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Vancouver is the largest metropolitan area in Western Canada, and third largest in Canada, with a population of 2.6 million. Located at the southwestern corner of the coastal… New content: City Hall will be closed Wednesday, November 11 for Remembrance Day… www.vancouver.bc.ca

  9. Personalization is Cool! But… • How much can my profile really say about me? • It’s kind of spooky – what about my privacy? • Wow, it really screws up sometimes • I have no idea why that result showed up • Works too well – it’s the end of serendipity!

  10. Better Serendipity • Interestingness v. relevance • Personalization finds more relevant results • Personalization finds more interesting results • Even when interesting results not relevant • Need to be ready for serendipity Office Communicator Team Blog : Alex Hehmeyer's Bio I’m a Program Manager on the Office Communicator team responsible for Communicator’s integration with Exchange and Office as well as Presence. Alex Hehmeyer communicatorteam.com/articles/50.aspx Goldenberg Hehmeyer Co Ghco Penson GHCO is a registered futures commission merchant (FCM) offering exchange access and clearing services to clients trading in domestic and global markets. Penson GHCO is a ... www.ghco.com Baby a bar to getting work, mother told | Money | The ... Goldenberg Hehmeyer reject her claim. After a 16-year career Ms Winship was sacked from her £70,000 a year job as financial controller with the US fund management firm. www.guardian.co.uk/money/2004/aug/11/society.workandcareers

  11. Personalization is Cool! But… • How much can my profile really say about me? • It’s kind of spooky – what about my privacy? • Wow, it really screws up sometimes • I have no idea why that result showed up • Works too well – it’s the end of serendipity!

  12. Personalization Teevan, J., S. T. Dumais, and E. Horvitz. Characterizing the Value of Personalizing Search. SIGIR 2007. • Personalization Teevan, J., S. T. Dumais, and E. Horvitz. Potential for Personalization. TOCHI 2010. • When to Personalize Teevan, J., S. T. Dumais, and D. J. Liebling. To Personalize or Not to Personalize: Modeling Queries with Variation in User Intent. SIGIR 2008. • GroupizationTeevan, J., M. R. Morris, and S. Bush. Discovering and Using Groups to Improve Personalized Search. WSDM 2009. • Re-finding Teevan, J., E. Adar, R. Jones, and M. Potts. Information Re-Retrieval: Repeat Queries in Yahoo's Logs. SIGIR 2007. • Re-finding Tyler, S. and J. Teevan. Large Scale Query Log Analysis of Re-Finding. WSDM 2010. Thank you. Jaime Teevan http://research.microsoft.com/~teevan

  13. Extra Slides

  14. Personalization is Cool! But… • How much can my profile really say about me? • It’s kind of spooky – what about my privacy? • Wow, it really screws up sometimes • I have no idea why that result showed up • Works too well – it’s the end of serendipity!

  15. Preserving Privacy • Need profile and Web in same place • Currently: Query, clicks sent to the server • Solution 1: Keep personal info local • Local profile, local computation • Nothing extra sent to server • Solution 2: Stored profile in the cloud • Advantage: Access to aggregate information • Important: Transparency, control • Hybrid solutions

  16. Personalization is Cool! But… • How much can my profile really say about me? • It’s kind of spooky – what about my privacy? • Wow, it really screws up sometimes • I have no idea why that result showed up • Works too well – it’s the end of serendipity!

  17. Transparency and Control • People try to explain why they got a result • Highlight personally relevant terms • Transparent • Helps people build a good mental model • Allow people control over personalization Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Today’s handover of the Vancouver Olympic and Paralympic Village – with its green buildings, energy and water use reduction, sustainable transportation and remarkable public spaces… www.vancouver.bc.ca Home Page (Official City of VancouverWebsite) City of Vancouver, British Columbia, Canada, municipal government website... Today’s handover of the Vancouver Olympic and Paralympic Village – with its green buildings, energy and water use reduction, sustainable transportation and remarkable public spaces… www.vancouver.bc.ca

More Related