The Use of Query Reformulation to Predict Future User Actions

Using Query Reformulation for User Profiling Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address] Interested in how much descriptive information we can generate about a people by leveraging search log data .

What Did We Find Out? ,[object Object],[object Object]

The State of Web Search ,[object Object]

The Power of Search and the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sources: comScore, U.S., Feb. ’06, Stanford Institute for the Quantitative Study of Society, Nov. ‘05

Analysis of Search Marketplace Holding fairly stable over the last year or so, albeit with some Bing flux

Search Logs ,[object Object],[object Object],[object Object],search logs How much we can learn about a person from the data stored in search logs? Specifically, how rich of a searcher profile can we build of what a person is doing, of why they are doing it, and to predict what are they going to do next?

How much can we tell from a single query? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How much can we tell from a single query? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Theoretically, we can tell a lot ! However, with billions of queries per month, we can’t do the analysis by hand like this example. To develop user profiles, we need automated methods . Research Question - How complete of a profile can one develop for a Web search engine user from search log data? [(a) what the user is doing, (b) what the user is interested in, and (c) what the user intends to do]

Specific aspects with automated methods … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Automated methods using query reformulation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where to get full story? ,[object Object],[object Object]

Topical Complexity ,[object Object],[object Object],[object Object],[object Object]

Information Searching ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Note: not always ‘informational’ anymore. Many time people are searching for ‘ other things ’. Rose & Levinson (2004); Jansen, Booth, & Spink (2008).

Illustration of Probabilistic User Modeling Using n-grams Given these states … … how accurately can we predict these? AC 5 A 4 ABCDE 3 ABCDE 2 ABCF 1 Search State Transitions User 40% D C 60% B A 100% E CD 66% D BC 1OO% C AB Accuracy Next State? Predictive Pattern

Example Using Search Log ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Jansen, B. J., Booth, D. L., & Spink, A. (2009). Patterns of query modification during Web searching . Journal of the American Society for Information Science and Technology . 10% improvement from 1 st to 2 nd order: okay, but would like to do better 0 1 st 2 nd 3 rd 4 th Order of the Model Accuracy of Prediction 0.1 0.2 0.3 0.4 0.5 0.6 0.28 0.40 0.47 0.44 0.44 0.60 Drop out rate (folks who don’t submit a query ~40%)

User Profiling Framework ,[object Object],[object Object],[object Object],[object Object]

Thank you! (open for questions and further discussion) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]

Search Logs has some common fields, such as time, queries, results, etc. We can enrich the log with additional fields. Back Back

The Use of Query Reformulation to Predict Future User Actions

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The Use of Query Reformulation to Predict Future User Actions