Better Search Through Query Understanding

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This document discusses query understanding in search engines. It describes how query understanding involves identifying entities and tags in queries, predicting the user's intent or topic area, expanding queries using related terms, and incorporating spelling corrections. The key aspects of query understanding covered are tagging queries for entities like names, titles, companies; predicting the user's vertical intent like jobs, people or companies; and expanding queries using name synonyms, job title synonyms or signals from past user queries and clicks. The document also suggests giving users more transparency, guidance and control over the search process.

Tecnologia Negócios

Recruiting SolutionsRecruiting SolutionsRecruiting Solutions
Daniel Tunkelang
Head, Query Understanding
better search through
query understanding

overview
 query understanding: what is it?
 how we do query understanding at LinkedIn
 some other thoughts from search in the wild
what I’m not going to cover:
2

Information need query select from results
rank using IR model
user:
system:
tf-idf PageRank
bird’s-eye view of how a search engine works
3

Information need query select from results
rank using IR model
user:
system:
tf-idf PageRank
query understanding
4

6
tag: skill OR title
related skills:
search, ranking, …
tag: company
id: 1337
industry: internet
verticals:
people, jobs
intent: exploratory

query understanding pipeline
7
spellcheck
query tagging
vertical intent prediction
query expansion
raw query
structured query
+
annotations

query understanding pipeline
8
spellcheck
query tagging
vertical intent prediction
query expansion
raw query
structured query
+
annotations

9
fix obvious typos
help users spell names
spelling correction

spelling out the details
10
PEOPLE NAMES
COMPANIES
TITLES
PAST QUERIES
n-grams
marissa => ma ar ri is ss sa
metaphone
mark/marc => MRK
co-occurrence counts
marissa:mayer = 1000
marisa meyer yahoo
marissa
marisa
meyer
mayer
yahoo

spelling out the details
11
problem: corpus as well as query logs contain many spelling errors
certain spelling errors are quite frequent
while genuine words (especially names) might be infrequent

spelling out the details
12
problem: corpus & query logs contain spelling errors
solution: use query chains to infer correct spelling
[product manger] [product manager] CLICK
[marissa mayer] CLICK

query understanding pipeline
13
spellcheck
query tagging
vertical intent prediction
query expansion
raw query
structured query
+
annotations

query tagging: identifying entities in the query
14
TITLE CO GEO
TITLE-237
software engineer
software developer
programmer
…
CO-1441
Google Inc.
Industry: Internet
GEO-7583
Country: US
Lat: 42.3482 N
Long: 75.1890 W
(RECOGNIZED TAGS: NAME, TITLE, COMPANY, SCHOOL, GEO, SKILL )

query tagging: identifying entities in the query
15
TITLE CO GEO
MORE PRECISE MATCHING WITH DOCUMENTS

query tagging: sequential model
22
EMISSION PROBABILITIES
(learned from user profiles)
TRANSITION PROBABILITIES
(learned from query logs)
TRAINING

query tagging: sequential model
23
INFERENCE
given a query, find the most likely sequence of tags

query understanding pipeline
24
spellcheck
query tagging
vertical intent prediction
query expansion
raw query
structured query
+
annotations

vertical intent prediction: distribution
25
JOBS
PEOPLE
COMPANIES
(probability distribution over verticals)

vertical intent prediction: relevance
26
[company]
[employees]
[jobs]
[name search]

query understanding pipeline
27
spellcheck
query tagging
vertical intent prediction
query expansion
raw query
structured query
+
annotations

30
query expansion: signals
[jon] [jonathan] CLICK
trained using query chains:
[programmer] [developer] CLICK
symmetric but not transitive!
[francis] ⇔ [frank]
[franklin] ⇔ [frank]
[francis] ≠ [franklin]
[software engineer] [software developer] CLICK
context based!
[software engineer] => [software developer]
[civil engineer] ≠ [civil developer]

query understanding pipeline
31
spellcheck
query tagging
vertical intent prediction
query expansion
raw query
structured query
+
annotations

32
what else can we learn from search in the wild?

don’t guess when it’s better to ask
33
vs.

give users transparency, guidance, and control
35

think beyond individual search queries
36
Gene Golovchinsky, FXPAL

know when you don’t know
37
Claudia Hauff, Query Difficulty for Digital Libraries [2009]

38
Daniel Tunkelang
dtunkelang@linkedin.com
https://linkedin.com/in/dtunkelang

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Enterprise Search: How Do We Get There From Here? by Daniel Tunkelang (Head of Query Understanding, LinkedIn) Keynote at 2013 Enterprise Search Summit We've been tackling the challenges of enterprise and site search for at least 3 decades. We've succeeded to the point that search is the gateway to many of our information repositories. Nonetheless, users of enterprise search systems are frustrated with these systems' shortcomings. We see this frustration in surveys, but, more importantly, most of us experience it personally in our daily work life. We all dream of a world where searching any information repository is as effective as searching the web—perhaps even more so. A world where we find what we're looking for, or quickly determine that it doesn't exist. Is this Utopia possible? If so, how do we get there from here? Or at least somewhere close? In this talk, Tunkelang reviews the track record of enterprise search. He talks about what's worked and what hasn't, especially as compared to web search. Finally, he proposes some paths to bring us closer to our dream. -- Daniel Tunkelang is Head of Query Understanding at LinkedIn. Educated at MIT and CMU, he has his career working on big data, addressing key challenges in search, data mining, user interfaces, and network analysis. He co-founded enterprise search and business intelligence pioneer Endeca, where he spent a decade as its Chief Scientist. In 2011, Endeca was acquired by Oracle for over $1B. Previous to LinkedIn, he led a team at Google working on local search quality. Daniel has authored fifteen patents, written a textbook on faceted search, and created the annual symposium on human-computer interaction and information retrieval.

Enterprise Search: How do we get there from here?

Daniel Tunkelang

Big Data, We Have a Communication Problem by Daniel Tunkelang Presented on April 30, 2013 at the TTI/Vanguard Conference on Ginormous Systems http://www.ttivanguard.com/conference/2013/ginormous.html It's a cliché that we live in a world of Big Data. But the bottleneck in understanding data is not computational. Rather, the biggest challenge is designing technical solutions that effectively leverage human cognitive ability. Data analysis systems should augment people's capabilities rather than replace them. This argument is as old as computer science itself: in 1962, Doug Engelbart said that the goal of technology is “the enhancement of human intellect by increasing the capability of a human to approach a complex problem situation.” Algorithms extract signal from raw data, but people fill in the gaps, creating models and evaluating analyses. Empowering people to understand data is not just a surface problem of building better interfaces and visualizations. We need to interact with data not only after performing computational analysis, but throughout the analysis process in order to improve our models and algorithms. In order to do so, we need tools and processes specifically designed to offer people transparency, guidance, and control. Human-computer information retrieval has been revolutionizing our approach to information seeking -- no modern search engine limits users to black-box relevance ranking and ten blue links. We need to take similar steps in our analysis of big data, making people the center of the analysis process and developing the technical innovations that enable people to fulfill this role.

Big Data, We Have a Communication Problem

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How To Interview a Data Scientist Daniel Tunkelang Presented at the O'Reilly Strata 2013 Conference Video: https://www.youtube.com/watch?v=gUTuESHKbXI Interviewing data scientists is hard. The tech press sporadically publishes “best” interview questions that are cringe-worthy. At LinkedIn, we put a heavy emphasis on the ability to think through the problems we work on. For example, if someone claims expertise in machine learning, we ask them to apply it to one of our recommendation problems. And, when we test coding and algorithmic problem solving, we do it with real problems that we’ve faced in the course of our day jobs. In general, we try as hard as possible to make the interview process representative of actual work. In this session, I’ll offer general principles and concrete examples of how to interview data scientists. I’ll also touch on the challenges of sourcing and closing top candidates.

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Information, Attention, and Trust: A Hierarchy of Needs

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Data By The People, For The People Daniel Tunkelang Director, Data Science at LinkedIn Invited Talk at the 21st ACM International Conference on Information and Knowledge Management (CIKM 2012) LinkedIn has a unique data collection: the 175M+ members who use LinkedIn are also the content those same members access using our information retrieval products. LinkedIn members performed over 4 billion professionally-oriented searches in 2011, most of those to find and discover other people. Every LinkedIn search and recommendation is deeply personalized, reflecting the user's current employment, career history, and professional network. In this talk, I will describe some of the challenges and opportunities that arise from working with this unique corpus. I will discuss work we are doing in the areas of relevance, recommendation, and reputation, as well as the ecosystem we have developed to incent people to provide the high-quality semi-structured profiles that make LinkedIn so useful. Bio: Daniel Tunkelang leads the data science team at LinkedIn, which analyzes terabytes of data to produce products and insights that serve LinkedIn's members. Prior to LinkedIn, Daniel led a local search quality team at Google. Daniel was a founding employee of faceted search pioneer Endeca (recently acquired by Oracle), where he spent ten years as Chief Scientist. He has authored fourteen patents, written a textbook on faceted search, created the annual workshop on human-computer interaction and information retrieval (HCIR), and participated in the premier research conferences on information retrieval, knowledge management, databases, and data mining (SIGIR, CIKM, SIGMOD, SIAM Data Mining). Daniel holds a PhD in Computer Science from CMU, as well as BS and MS degrees from MIT.

Data By The People, For The People

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Content, Connections, and Context Daniel Tunkelang, LinkedIn Keynote at Workshop on Recommender Systems and the Social Web At 6th ACM International Conference on Recommender Systems (RecSys 2012) Recommender systems for the social web combine three kinds of signals to relate the subject and object of recommendations: content, connections, and context. Content comes first - we need to understand what we are recommending and to whom we are recommending it in order to decide whether the recommendation is relevant. Connections supply a social dimension, both as inputs to improve relevance and as social proof to explain the recommendations. Finally, context determines where and when a recommendation is appropriate. I'll talk about how we use these three kinds of signals in LinkedIn's recommender systems, as well as the challenges we see in delivering social recommendations and measuring their relevance.

Content, Connections, and Context

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Keynote at 2012 Semantic Technology and Business Conference Scale, Structure, and Semantics Daniel Tunkelang, LinkedIn Science fiction has a mixed track record when it comes to anticipating technological innovations. While Jules Verne fared well with with his predictions of submarine and space technology, artificial intelligence hasn't produced anything like Arthur C. Clarke's HAL 9000. Instead, we've managed to elicit intelligence from machines through unexpected means. Search engines have achieved remarkable success in organizing the world's information by crawling the web, indexing documents, and exploiting link structure to establish authoritativeness. At LinkedIn, we apply large-scale analytics to terabytes of semistructured data to deliver products and insights that serve our 150M+ members. Semantics emerge when we apply the right analytical techniques to a sufficient quality and quantity of data. In this talk, I will describe how LinkedIn's huge and rich graph of relationship data that powers the products our users love. I believe that the lessons we have learned apply broadly to other semantic applications. While quantity and quality of data are the key challenges to delivering a semantically rich experience, the key is to create the right ecosystem that incents people to give you good data, which then forms the basis for great data products.

Scale, Structure, and Semantics

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Presentation from O'Reilly Strata 2012 on Big Data Humans, Machines, and the Dimensions of Microwork Daniel Tunkelang (LinkedIn) Claire Hunsaker (Samasource) The advent of crowdsourcing has wildly expanded the ways we think of incorporating human judgments into computational workflows. Computer scientists, economists, and sociologists have explored how to effectively and efficiently distribute microwork tasks to crowds and use their work as inputs to create or improve data products. Simultaneously, crowdsourcing providers are exploring the bounds of mechanical QA flows, worker interfaces, and workforce management systems. But what tasks should be performed by humans rather than algorithms? And what makes a set of human judgments robust? Quantity? Consensus? Quality or trustworthiness of the workers? Moreover, the robustness of judgments depends not only on the workers, but on the task design. Effective crowdsourcing is a cooperative endeavor. In this talk, we will analyze various dimensions of microwork that characterize applications, tasks, and crowds. Drawing on our experience at companies that have pioneered the use of microwork (Samasource) and data science (LinkedIn), we will offer practical advice to help you design crowdsourcing workflows to meet your data product needs.

Strata 2012: Humans, Machines, and the Dimensions of Microwork

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These slides are from a tutorial at the 5th ACM International Conference on Recommender Systems (RecSys 2011). Recommender systems aim to provide users with products or content that satisfy the users' stated or inferred needs. The primary evaluation measures for recommender systems emphasize either the perceived relevance of the recommendations or the actions associated with those recommendations (e.g., purchases or clicks). Unfortunately, this transactional emphasis neglects how users interact with recommendations in the context of information seeking tasks. The effectiveness of this interaction determines the user's experience beyond a single transaction. This tutorial explores the role of recommendations as part of a conversation between the user and an information seeking system. The tutorial does not require any special background in interfaces or usability, and will focus on practical techniques to make recommender systems most effective for users.

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Better Search Through Query Understanding

1. Recruiting SolutionsRecruiting SolutionsRecruiting Solutions Daniel Tunkelang Head, Query Understanding better search through query understanding

2. overview  query understanding: what is it?  how we do query understanding at LinkedIn  some other thoughts from search in the wild what I’m not going to cover: 2

3. Information need query select from results rank using IR model user: system: tf-idf PageRank bird’s-eye view of how a search engine works 3

4. Information need query select from results rank using IR model user: system: tf-idf PageRank query understanding 4

5. search is a communication problem 5

6. 6 tag: skill OR title related skills: search, ranking, … tag: company id: 1337 industry: internet verticals: people, jobs intent: exploratory

7. query understanding pipeline 7 spellcheck query tagging vertical intent prediction query expansion raw query structured query + annotations

8. query understanding pipeline 8 spellcheck query tagging vertical intent prediction query expansion raw query structured query + annotations

9. 9 fix obvious typos help users spell names spelling correction

10. spelling out the details 10 PEOPLE NAMES COMPANIES TITLES PAST QUERIES n-grams marissa => ma ar ri is ss sa metaphone mark/marc => MRK co-occurrence counts marissa:mayer = 1000 marisa meyer yahoo marissa marisa meyer mayer yahoo

11. spelling out the details 11 problem: corpus as well as query logs contain many spelling errors certain spelling errors are quite frequent while genuine words (especially names) might be infrequent

12. spelling out the details 12 problem: corpus & query logs contain spelling errors solution: use query chains to infer correct spelling [product manger] [product manager] CLICK [marissa mayer] CLICK

13. query understanding pipeline 13 spellcheck query tagging vertical intent prediction query expansion raw query structured query + annotations

14. query tagging: identifying entities in the query 14 TITLE CO GEO TITLE-237 software engineer software developer programmer … CO-1441 Google Inc. Industry: Internet GEO-7583 Country: US Lat: 42.3482 N Long: 75.1890 W (RECOGNIZED TAGS: NAME, TITLE, COMPANY, SCHOOL, GEO, SKILL )

15. query tagging: identifying entities in the query 15 TITLE CO GEO MORE PRECISE MATCHING WITH DOCUMENTS

16. entity-based filtering 16 BEFORE

17. entity-based filtering 17 AFTER BEFORE

18. entity-based filtering 18 BEFORE

19. entity-based filtering 19 AFTER BEFORE

20. entity-based suggestions 20

21. entity-based suggestions 21

22. query tagging: sequential model 22 EMISSION PROBABILITIES (learned from user profiles) TRANSITION PROBABILITIES (learned from query logs) TRAINING

23. query tagging: sequential model 23 INFERENCE given a query, find the most likely sequence of tags

24. query understanding pipeline 24 spellcheck query tagging vertical intent prediction query expansion raw query structured query + annotations

25. vertical intent prediction: distribution 25 JOBS PEOPLE COMPANIES (probability distribution over verticals)

26. vertical intent prediction: relevance 26 [company] [employees] [jobs] [name search]

27. query understanding pipeline 27 spellcheck query tagging vertical intent prediction query expansion raw query structured query + annotations

28. 28 query expansion: name synonyms

29. 29 query expansion: job title synonyms

30. 30 query expansion: signals [jon] [jonathan] CLICK trained using query chains: [programmer] [developer] CLICK symmetric but not transitive! [francis] ⇔ [frank] [franklin] ⇔ [frank] [francis] ≠ [franklin] [software engineer] [software developer] CLICK context based! [software engineer] => [software developer] [civil engineer] ≠ [civil developer]

31. query understanding pipeline 31 spellcheck query tagging vertical intent prediction query expansion raw query structured query + annotations

32. 32 what else can we learn from search in the wild?

33. don’t guess when it’s better to ask 33 vs.

34. clarify then refine 34 computers books

35. give users transparency, guidance, and control 35

36. think beyond individual search queries 36 Gene Golovchinsky, FXPAL

37. know when you don’t know 37 Claudia Hauff, Query Difficulty for Digital Libraries [2009]

38. 38 Daniel Tunkelang dtunkelang@linkedin.com https://linkedin.com/in/dtunkelang

Better Search Through Query Understanding

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