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02.25.10



How Personalized Real-Time Search Can Benefit Your Enterprise

By David Harry

That title is a doozy, but it does exist! I recently had the extreme pleasure of meeting the gang at SurfCanyon, one VERY personal search engine (and FF add on). I was first turned onto this groovy tool more than a year ago and it was a thrill to hear from them. When it comes to personalization (and social search even) these folks really do take it to a new level. If you haven't already, be sure to give it a try (search engine here and FireFox add on here)

The following is an interview that sprang from those chats. (more on SurfCanyon at the end).

Enjoy!

Dave; Just for the sake of getting things rolling and for the readership, what are the goals of implicit user feedback? I've generally noted it as seeking to understand user satisfaction (or even intent) in accomplishing a given task in a search session. Can you tell us your own?

That's exactly correct. Furthermore, the "implicit" part seeks to achieve this without directly asking the user questions regarding his or her intent, but rather by solely regarding user behaviour. For example, if every time you order a slice of pizza it is vegetarian, I might implicitly assume that your favourite type of pizza is vegetarian. Should you ever ask me to order a slice of pizza for you, without specifying what type, I might therefore deliver vegetarian.

Dave; I like that one...lol.. Interestingly enough, when we order a pizza from our local shop, they tend to just say, "The usual?" when we call... nice explanation. Ok, in your paper you mentioned early on that;

"Joachims et al used eye tracking studies combined with manual relevance judgements to investigate the accuracy of clickthrough data for implicit relevance feedback [4]. They conclude that clickthrough data can be used to accurately determine relative document relevancies."

Go beyond Search at Search Engine
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While he surely knows what he's talking about, I've often found a lot of the data sets used to be in isolation and of relatively small data size. But more importantly, what are your thoughts on click bias? It can really cause problems with click data.

Yes, Professor Joachims is a much respected and widely cited expert in the field of information retrieval. Here is what he says in his paper about the differences between implicit and explicit feedback:

"In contrast to explicit feedback, such implicit feedback has the advantage that it can be collected at much lower cost, in much larger quantities, and without burden on the user of the retrieval system. However, implicit feedback is more difficult to interpret and potentially noisy."

Part of the noise comes from "position bias" or "trust bias," which means that, irrespective of the quality of the results, people are generally more inclined to click results that are more highly ranked. The logarithmic graph in Figure 4 of our research paper has a pretty clear depiction of this. This can be a very large problem when it comes to determining the relative relevancy of search results; however, there are techniques to compensate for this, such as swapping the order of results and comparing relative click-through rates (CTRs).

Continue reading this article.

About the Author:
David Harry is the President of Reliable SEO and has been building and marketing websites since 1998. He can be found writing about search and internet marketing on the Fire Horse Trail and is the author of the SEO Handbook series.

http://www.reliable-seo.com
http://www.huomah.com
http://www.the-seo-handbook

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