04/24/2007- divya arora personalized search context, location and activity based search

04/24/2007 - Divya Arora

Personalized Search

Context, Location and Activity Based Search


• Next logical step in Search Engine Technology

• A Search process no longer independent of the person sitting before the monitor

• Refines results returned to fit the profile of the user

• Three important user aspects considered:• The Geographical location of the user • User preferences and choices to decipher the search

keywords. • The search trends of the user learnt from past user

search activities.

Personalized Search: A Recap


• • This brings us to the three main types within

personalized search:

» CONTEXT BASED SEARCH

» LOCATION BASED SEARCH

» ACTIVITY BASED SEARCH

Personalized Search: TYPES


• The basic aim of the technology behind Personalized Search:

– Determine what characteristics are the most important in determining the relevancy of results with respect to a given user. For e.g., age, address, family information, income, occupation, hobbies, interests, etc.

– Formulate a method of extracting the above mentioned information from the user ensuring that the user the privacy of the data received and also keeping in mind the resistance of the user to disclose such personal information.

– Categorize and filter content based on those characteristics.

– Have a smooth and user-friendly way of result representation.

Personalized Search: Technology


• “GeoLocation”: the real-world geographic location of an Internet connected computer

• “Geographic footprint” of a webpage: Geographic information extracted from the content of the page or meta data.

• A possible technique involves:» Geo-Location using IP Address (of the User)» Geo Tagging / Targeting the webpage

• Example of geo-tagging» <meta name="geo.position" content="40.4157;-3.6947" /> » <meta name="geo.region" content="ES-M"> » <meta name="geo.placename" content="Paseo del Prado">

Location Based Search


• 1)Enterprise Rent-A-Car Offering Enterprise car rentals from economy to luxury, minivan to cargo van, and pickup trucks, with locations throughout the U.S., Canada, and the U.K.

• 2)Hertz Car Rental

Save on your next car rental when you book at Hertz.com. Find our best rates at hertz.com.

• 3) Budget Rent A Car Official Site - Budget.com Budget's official site for low rates & specials. With new cars, specialty vans & SUVs Budget delivers what you want with the great service you deserve at the price you...

• 4) Dollar Rent A Car Official Site - Dollar.com Home of our lowest rates.

• 5) Thrifty Car Rental Official Site Convenient car rental locations worldwide for business, corporate and leisure travel. Headache-free and wallet-friendly - Thrifty.com

Yahoo Local Search Engine found at local.yahoo.com gives:

1) Car Rental (718) 220-6200 600 E Fordham Rd, Bronx, NY 4.23 mi

2) Thrifty Car Rental (800) 847-4389 148 W 83rd St, New York, NY 1.93 mi

3) NYC Exotic Car Rentals (212) 929-4936 220 E 10th St, New York, NY 5.34 miwww.imagerentacar.com/

4) Prestige Car Rental (212) 866-1800 950 Columbus Ave, New York, NY 0.81 miwww.prestigecarrental.com/

5) Rent A Car -Car Rentals -New York-Manhattan+Bkly'n (718) 771-6666 New York, NY 6.46 mi

Local Search : ExampleSearch for “Car Rentals” in Yahoo:

http://www.enterprise.com/

http://rdre1.yahoo.com/click?u=http://na.link.decdna.net/n/18550/18552/clk.atdmt.com/cc3fa0b3002503000000000400007bcb00000000003bbe0100000000000000000000000100/i/c%3F0%26pq%3D%252fHBR%252fgo%252fgtxxxhrz042hpXwwwXhertzXcomXservletXloginservlet0000153hbr%252fdirect%252f01%252f/&y=046CD2271050101DBB&i=482&c=38537&q=02%5ESSHPM%5BL7%7C~m%3Fmzqk~sl6&e=utf-8&r=1&d=wow~YS144-en-us&n=UG54G7NC0004DFUG&s=17&t=&m=46000618&x=05DEA73D78027AA1A41180DC0B1948F580

http://rdre1.yahoo.com/click?u=http://adfarm.mediaplex.com/ad/ck/2885-33197-12858-2%3Fkw%3DHomepage%2Blocation%2Bpage%26amp%3Bmpro%3Dhttps://www.budget.com/budgetWeb/home/home.ex%3FMID%3D2885-33197-12858-2%26amp%3BIN%3D0002704C&y=04334517E3E3B9A7D2&i=482&c=38395&q=02%5ESSHPM%5BL7%7C~m%3Fmzqk~sl6&e=utf-8&r=2&d=wow~YS144-en-us&n=UG54G7NC0004DFUG&s=17&t=&m=46000618&x=05A07A7A312B4FFC198F3E1DD34A25A96E

http://rdre1.yahoo.com/click?u=http://adfarm.mediaplex.com/ad/ck/2885-33197-12858-2%3Fkw%3DHomepage%2Blocation%2Bpage%26amp%3Bmpro%3Dhttps://www.budget.com/budgetWeb/home/home.ex%3FMID%3D2885-33197-12858-2%26amp%3BIN%3D0002704C&y=04334517E3E3B9A7D2&i=482&c=38395&q=02%5ESSHPM%5BL7%7C~m%3Fmzqk~sl6&e=utf-8&r=2&d=wow~YS144-en-us&n=UG54G7NC0004DFUG&s=17&t=&m=46000618&x=05A07A7A312B4FFC198F3E1DD34A25A96E

http://rdre1.yahoo.com/click?u=http://www.dollar.com/%3FGCID%3DC17418x035-SSP%26KEYWORD%3DSSP%26p%3D1044%26k%3D11318%26WT.srch%3D1&y=047082E1991BA78ACC&i=482&c=35948&q=02%5ESSHPM%5BL7%7C~m%3Fmzqk~sl6&e=utf-8&r=3&d=wow~YS144-en-us&n=UG54G7NC0004DFUG&s=17&t=&m=46000618&x=053E855E9D0B2AA3B36BF4352521E93C5F

http://rdre1.yahoo.com/click?u=http://www.dollar.com/%3FGCID%3DC17418x035-SSP%26KEYWORD%3DSSP%26p%3D1044%26k%3D11318%26WT.srch%3D1&y=047082E1991BA78ACC&i=482&c=35948&q=02%5ESSHPM%5BL7%7C~m%3Fmzqk~sl6&e=utf-8&r=3&d=wow~YS144-en-us&n=UG54G7NC0004DFUG&s=17&t=&m=46000618&x=053E855E9D0B2AA3B36BF4352521E93C5F

http://local.yahoo.com/details;_ylt=AoX4ct8KVCeRXCy2rHBFsruHNcIF?id=11197811&state=NY&city=New+York&stx=car+rentals&csz=New+York%2C+NY+10027&fr=&ed=3hsIia131Dyr8P7MaRgAdecRnQGlP7Eykpfnn.zCnQXfHHiIrQ--&lcscb=

http://local.yahoo.com/details;_ylt=Aq_x3xa9GULIlXVTtajIfVSHNcIF?id=31638129&state=NY&city=New+York&stx=car+rentals&csz=New+York%2C+NY+10027&fr=&ed=3hsIia131Dyr8P7MaRgAdecRnQGlP7Eykpfnn.zCnQXfHHiIrQ--&lcscb=

http://local.yahoo.com/details;_ylt=As6YUCNW.ayNHJAiRteOKkqHNcIF?id=35658940&state=NY&city=New+York&stx=car+rentals&csz=New+York%2C+NY+10027&fr=&ed=3hsIia131Dyr8P7MaRgAdecRnQGlP7Eykpfnn.zCnQXfHHiIrQ--&lcscb=

http://local.yahoo.com/details;_ylt=As90av6hyjsSJzUFkePSYZOHNcIF?id=35082744&state=NY&city=New+York&stx=car+rentals&csz=New+York%2C+NY+10027&fr=&ed=3hsIia131Dyr8P7MaRgAdecRnQGlP7Eykpfnn.zCnQXfHHiIrQ--&lcscb=

http://local.yahoo.com/details;_ylt=AuWvNMq2UX6GQgDozwSIaHiHNcIF?id=32556859&state=NY&city=New+York&stx=car+rentals&csz=New+York%2C+NY+10027&fr=&ed=3hsIia131Dyr8P7MaRgAdecRnQGlP7Eykpfnn.zCnQXfHHiIrQ--&lcscb=

http://local.yahoo.com/details;_ylt=AuWvNMq2UX6GQgDozwSIaHiHNcIF?id=32556859&state=NY&city=New+York&stx=car+rentals&csz=New+York%2C+NY+10027&fr=&ed=3hsIia131Dyr8P7MaRgAdecRnQGlP7Eykpfnn.zCnQXfHHiIrQ--&lcscb=


Local Search: Our implementation


• “Context” in general

• Restricted use of context as the key idea obtained from surrounding text.

• Two related techniques:» Heuristic Based Query Augmentation » Linguistic CBS System

• Example : Feedback Retrieval

Context Based Search


Context Search: Our implementation


• Makes use of past searches to gauge context of queries that follow.

• Key factor: Maintaining user’s search history and expanding queries based on the context of previous queries.

• Two related techniques that differ mainly in the scope of past records of user-activity used to disambiguate a query :

» Session Based Retrieval

» History Based Retrieval

Activity Based Search


Activity Search : ExampleSearch for “Search Engine Marketing” on Google:


Activity Search: Our implementation


** THANK YOU **

04/24/2007- divya arora personalized search context, location and activity based search

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