Facets of Personalization Jaime Teevan Microsoft Research CLUES

When to Personalize • Some queries personalize well – vancouver v. hyatt regency vancouver

When to Personalize • High impact opportunities – Re-finding 43% vacouver, bc • Non-ranking

Better Serendipity • Interestingness v. relevance – Personalization finds more relevant results – Personalization

Thank you. Jaime Teevan http: //research. microsoft. com/~teevan Personalization Teevan, J. , S. T.

Transparency and Control • People try to explain why they got a result •

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

Query: vancouver

How PSearch Works vacouver User profile: Content, interaction history

Personalization is Cool! But… • • • 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!

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 Session Memory • Where: Local, server PSearch u. Rank Groupization Query suggest

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 Perfect vancouver bellevue 0, 9 hyatt vancouver bellevue westin Potential for personalization 0, 8 0, 7 0, 6 1 2 3 4 5 Number of people 6

When to Personalize • High impact opportunities – Re-finding 43% vacouver, bc • Non-ranking personalization strategies – Allow people to filter and sort (relevance, history) – Personalize display to aid relevance assessment Home Page (Official City of Vancouver Website) Visited November 6, 2009 City of Vancouver, British Columbia, Canada, municipal government website. . . Today’s Vancouver is the largestofmetropolitan area in Western Canada, and third largest in green Canada, with a energy handover the Vancouver Olympic and Paralympic Village – with its buildings, population of 2. 6 million. sustainable Located at the southwestern of the coastal… and water use reduction, transportation andcorner remarkable public spaces… New content: City Hall will be closed Wednesday, November 11 for Remembrance Day… www. vancouver. bc. ca

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 serendipity Officea. Communicator Goldenberg Baby bar to. Hehmeyer getting work, Team Co Ghco mother Blog : Alex told. Hehmeyer's | Money | The Bio. . . Goldenberg I’m Penson a Program GHCO Hehmeyer is Manager a registered reject on the futures her Office claim. commission Communicator After a 16 -year merchant team career responsible (FCM) Ms offering Winship for exchange was Communicator’s access sacked and fromclearing her £ 70, 000 integration services a year to with clients job Exchange astrading financial and incontroller Office domestic as well and withas global the Presence. USmarkets. fund Alex. Penson Hehmeyer GHCO management is a. . . firm. communicatorteam. com/articles/50. aspx www. ghco. com www. guardian. co. uk/money/2004/aug/11/society. workandcareers

Thank you. Jaime Teevan http: //research. microsoft. com/~teevan 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.

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

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 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