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

Facets of Personalization

Jaime TeevanMicrosoft Research (CLUES)

with S. Dumais, E. Horvitz, D. Liebling, E. Adar, J. Elsas, R. Hughes

Query: vancouver

vacouver

User profile:Content, interaction history

How PSearch Works

Personalization is Cool!

• 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!

But…

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

PSearch

Session Memory

GroupizationQuery suggestuRank

Personalization is Cool! But…


When to Personalize

• Some queries personalize well– vancouver v. hyatt regency vancouver homepage– Predict which queries personalize well using behavior– User may be unique in information need

• bing to find Bing.com v. bing by a cherry farmer

1 2 3 4 5 60.600000000000001

0.700000000000001

0.800000000000001

0.900000000000001

1Perfectbellevuebellevue westin

Potential for personalization

Perfect

vancouver

hyatt vancouver

Number of people

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

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

vacouver

vacouver, bc

43%

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

Visited November 6, 2009

http://psearch/?qid=3A628086D0CC4AF788C59CABB0963092&pslut=1&wsrid=0330C63C817048709767AC1563287B4E&psurl=http://www.ci.bellevue.wa.us/











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 serendipityOffice Communicator Team Blog : Alex Hehmeyer's BioI’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 GhcoPenson 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



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.

Groupization Teevan, 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

EXTRA SLIDES



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




www.vancouver.bc.ca


www.vancouver.bc.ca

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




Documents

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