ddc2011 - association

InceptionHow to guide users where they want to go

DATA MINING

User-Intended Guide Search

Web Cloud

Robot::Search docs having ‘ranking’

Robot:: Display documentsInformation Retrieval

Web Cloud

Search Engine

Robot (DAUMOA)

Keyword

N

F

Crawling

Indexing

Ranking

Web Cloud• Crawling• Indexing• Ranking

Search Engine

Keyword

Make users search correctly

How to Search?

Search by Typing

Users’ Intention

Search by Clicking

Provider’s Intention

Guide QueryUser Query

Search by Clicking?

In response to user action

Guide QueryUser Query

User-Intended Guide Query

Why?Correctness Ease to use Business

Suggest Speller Association

Anatomy of Association

101Introduction to Association

Abstraction

Apple

Clustering & Diversifying

Plausible (Fishable?) Options

AssociationAssociated words with the queryAnswers to the queryAdditional information for the queryQuery expansion or contractionQuery correction/reformulationQuery patternRecent issues related to the query

201Construction of Associations

Link. Sink. Rank.

L

S

R

• Keywords in sequential search• Click keywords of same doc.• Query keywords that display same doc.• Keywords from same documents• Contents & rule-based keywords

• Taboo keywords• Incorrect/mis-typed keywords• Morphologically-identical keywords• Representative keywords (+)

• More connections get more relevance• Click-through rate• Business-intensified keywords• Human-intervention

Sequential Keywords

Asso

ciated

Not As

socia

ted

{���} → {���}

Click Keywords

Click Keywords• � ��• � �� ��• �� ���• � �� ���• �� ���• �� �"��• ...

{� ��, � �� ��}{� ��, �� ���}

{� ��, � �� ���}…

{� �� ���, �� �"��}{ �� ���, �� �"��}

{� ��, �� ���}{� ��, �� ���}

{� ��, �� ���}{� ��, �� ���}

{� ��} → { �� ���}

Query Keywords

{�!� ���} → {�!� ���}

SK : CK : QK = 70% : 10% : 20%

FilteringAdult keywordsCopyright keywordsPrivacy keywords / Personal informationIncorrect/mis-typed keywords (with Speller)

Morphologically-identical keywordsSame keystrokes (i.e., Korean ⬌ English)Guide/Operation keyword pairsBanned: User requests (C/S)

Collective Intelligence

More is Better

301Advanced Topics I: Extension

ExtensionsProperty Description

Symmetric A → B then B → A

Transitive A → B → C then A → C

Triangular (A → C) & (B → C) then A → C(A → B) & (A → C) then B → C

Inclusive A ⊃ B → C then A → CA ≈ B → C then A → C

Me

C1 C2 C3 Cn

P

S1 S2 Sn

G

U1 U2 Un

Contents & Properties(keep working)

401Advanced Topics II: System & Service

In Service

DB

Operation: Daum ServiceAnalytics: SAS System

Index

Daily update 24h MNT

25M

Real-time Adaptive Systemwith MapReduce

CARTS

CoverageAccuracyRobustnessTimelinessSerendipity

4M