How Linked Data, Big Data, User Science and related technologies are being used at Globo.com to drive personalization, intelligent navigation, search, user engagement, product evolution and so on.

1. Ícaro Medeiros
icaro.medeiros@gmail.com
semantica@corp.globo.com
I Encontro de
Computação Semântica
@UFRJ
11/03/2015
LINKED DATA
BIG DATA
USER SCIENCE
@
globo.com

3. (icaro, home_globoesporte, pageview@23:00 )
(icaro, materia_1, scroll+2min@14:00 )
Signals
(materia_1: [messi, neymar, barcelona] )
content description

4. LINKEDDATA
(content)

5. Ontologies
‣ 288 classes
‣ Person: 65K
‣ Place: 50K
‣ Athlete: 22K
‣ Politicians: 32K

6. Annotation
tool

8. Interface follows the ontology
Fields
Search ranges
Suggest as you type
Triples stored in Virtuoso
Automatic entity extraction
Fast search in Elastic Search

9. Contextual
navigation

10. globo
esporte
.com

11. globo
esporte
.com

12. globo
esporte
.com

13. Automatic
page
generation

15. IntelligentSearch

16. BIGDATA

17. Cluster Stats
‣ 10 machines
‣ 1 TB RAM
‣ 500 TB disk
‣ 338 VCores

18. Signal Capturing

19. Beyond clicks
(engagement science)
‣ Attention-based metrics
‣ Scroll
‣ Time spent on page
‣ Dwell time
‣ Social Media Analytics
http://labs.yahoo.com/publication/beyond-clicks-dwell-time-for-personalization/

20. Shares are noisy
http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/

21. Scroll
http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/

22. Recommendation
‣ TF-IDF
‣ Collaborative Filtering
‣ Users
‣ Content
‣ Latent Factor Analysis

25. USER
SCIENCE
fornewsreading

26. User Modeling
(for news reading)
‣ Dynamic profiling
‣ Explicit personal data
‣ Interests (implicit)
‣ Temporal constraints: periodicity

27. Signal Capturing
Excelsior
Signals

28. Semantic User
Modeling
‣ Annotations from engaged content
‣ Profile can answer:
‣ My favourite team
‣ City I live in
‣ My hometown

29. Spreading
Activation

30. My
profile
on

31. City/State
I live in

32. Hometown
and State

33. Football team test
(3.5MM users)
82%precision
95%precision@top3
* When the user has read at least one article that cites their team

34. How fast?
mean request
time
between
interaction
and profile update
5 min 48 ms

35. Potential uses
‣ Personalized homepages
‣ Targeted advertising
‣ Granular user/content description
‣ Semantic Recommendation
‣ Clustering
‣ Demographic data
‣ Informed product creation/evolution

36. github.com/
globocom/
IWantToWorkAtGloboCom

37. Ícaro Medeiros
icaro.medeiros@gmail.com
Semantic team
semantica@corp.globo.com
globo.com
slides
icaromedeiros.com.br
slideshare.net/icaromedeiros