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The Future of Search Engines. Take it personally!. אינטרנט 2008. Emil Ismalon Co-founder and CTO Collarity, Inc. Internet 2008 February 25, 2008. My Tag cloud. Physics Buddhist meditation Quantum Holistic approach measurement problems - PowerPoint PPT Presentation
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The Future of Search EnginesTake it personally!
Emil IsmalonCo-founder and CTO
Collarity, Inc.
Internet 2008February 25, 2008
2008אינטרנט
2The Wisdom of Your Crowd
PhysicsPhysics BuddhistBuddhist meditation meditation
Quantum Quantum Holistic approachHolistic approach measurement problemsmeasurement problems
Machine learningMachine learning cognition & realitycognition & reality
ZenZen
The forceThe force AAbbstractions stractions
LoveLove information retrieval information retrieval mathmath MindMind & & matter matter LiaLia NoaNoa COLLABORATIONCOLLABORATION
Multidimensional Multidimensional clusteringclustering basketball basketball
Social networkingSocial networking how? how? DRUMS DRUMS
CollarityCollarity high frequency lasers high frequency lasers Swimming Swimming dear mamadear mama
My Tag cloud
3The Wisdom of Your Crowd
Beyond the Limits of Keyword Search
Amount of data
Pro
duct
ivity
of S
earc
h
Databases
Web 1.0 Web 1.0 1990 - 2000
The World Wide Web
PC EraPC Era1980 - 1990
The Desktop Keyword search
Directories
2000 - 2010Web 2.0 Web 2.0
The Social Web
Files & Folders
Tagging
Naturallanguage
search
2010 - 2020
Web 3.0 Web 3.0 The Semantic Web
Automated Content Analysis
2010 - 2020
Web 3.0 Web 3.0 User Modeling
Universal/Open IDUser profiling
** From: Making Sense of the Semantic Web, BY Nova Spivack
Syndicated WebIntelligent Web
Web 4.0 Web 4.0
4The Wisdom of Your Crowd
The Next Steps
Methods
Automated Content Analysis
Latent Space construction
(Augmented LSA LDA methods)
Semantic Web
Today’s ContentSocial networking
Media consumption
Commercial consumption
User ModelingUniversal/Open ID
User Profiling
Behavioral & Intentional Targeting
User interactions with content
TechnologicalEnablement
5The Wisdom of Your Crowd
Projection into the future
1. Better rankings-relevant results
2. Recommendation engine
3. Deep personalization
4.Digidentity
6The Wisdom of Your Crowd
DigidentityDigidentity
Digital Identity Entity
Shabti statues
“What I’m about”
My digital imprint
Independent Entity
AvatarUser
7The Wisdom of Your Crowd
PERSONALIZATION
Key Element:
8The Wisdom of Your Crowd
The pros & cons of personalization
Pros:• This is how the “real world” behaves: intents and
meanings can’ t usually described by a query• It is the natural way to achieve higher relevance and
enhanced user experience• Think about web navigation in 5-10 years from now..
Do you really think intelligent personal web agents will not emerge?
9The Wisdom of Your Crowd
Cons:• Lockup problems • Cold start - it takes time and education• Is there a general solution to personalization or is
it strongly dependent on contexts • Privacy ethics• Manipulations
The pros & cons of personalization
10The Wisdom of Your Crowd
Gradual perception of personalization
• Language preferences
• Geo targeting
• Simple Lingual Disambiguation The case of Java; is it programming OR island OR coffee?
• Social networking
• Form of preferable media Textual OR visual? Summary OR deep analysis?
== ==
11The Wisdom of Your Crowd
• Understanding the right perception while interacting: Pro OR anti Believer OR skeptical
• Subtle ones Quantum physics article most suitable to a biologist
Gradual perception of personalization
12The Wisdom of Your Crowd
bush
13The Wisdom of Your Crowd
bush
14The Wisdom of Your Crowd
Java
15The Wisdom of Your Crowd
User modeling
Eleanor Rigby’s recent queries:
Paul is dead
Did we land on the moon?
Elvis is alive!
Who murdered JFK?
16The Wisdom of Your Crowd
ABSTRUCTION
Collarity live example of conspiracy:
Moon Elvis JFK
http://www.collarity.com/search?query=Moon+Elvis+JFK
17The Wisdom of Your Crowd
Natural Audience Segmentation
Before: Traffic
• What are my important segments doing?• What are their likes/dislikes?• Are they finding what they’re looking for?• How are their tastes changing?
After: Natural Communities
18The Wisdom of Your Crowd
WAR – what is it good for?Augmented Personalization in Action
19The Wisdom of Your Crowd
The ability to personalizeIn order to materialize the subtle level of personalization an holistic approach is needed!
understand the user from many different aspects:
•Implicit Informational networking
•SegmentationCluster users in information space
•Topic based communities Clustering users around topics
20The Wisdom of Your Crowd
Space & Beyond
•Establishing the “Space”• Live metric - relevancy coordinates (attributes) • Embedding users profile
•Space dynamics• Predictions – Segmentation, Clustering
21The Wisdom of Your Crowd
Future of DigidentityFuture of DigidentityDigidentities Spontaneously Behave
User
TVTV
NewsNews WorkWork
MusicMusic HobbiesHobbies
InterestsInterestsKnowledgeKnowledge
SocialSocial
22The Wisdom of Your Crowd
Conclusions and Summary
1. Personalization involves “intelligence” characteristic; abstraction, generalization, predictive clustering
2. Users implicit informational communities can serve as a natural enhancement of user searching and browsing modeling
3. Enable Users to control personalization features and variables
23The Wisdom of Your Crowd
Further readings
• Pros & cones personalized search http://searchengineland.com/070309-081324.php
• Dynamic Social Network Analysis using Latent Space Modelshttp://books.nips.cc/papers/files/nips18/NIPS2005_0724.pdf
• Constraint-based Personalization Model: Multi-Channel Messaginghttp://www.research.att.com/~rjana/TothNagboth.pdf
• A Hybrid Web Personalization Model. Based on Site Connectivity.• Miki Nakagawa, Bamshad Mobasher ... on non-sequential models, such as
association rules and ...http://maya.cs.depaul.edu/~mobasher/papers/NM03b.pdf
• Social Balance Theory• Revisiting Heider’s Balance Theory for many agents
http://www.au.af.mil/au/awc/awcgate/lanl/social_balance_0405041.pdf