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Profiling a Person With Search Log Data

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Jim Jansen
Jim Jansen

presented at ASIST Conference 2009

TechnologieBusiness
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Profiling a Person With Log Data 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 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?
An illustrative example
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],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A comment about user identification ,[object Object],… identifying a particular individual is much more difficult with just search logs (probably takes ~12 – 18 months of data). Given a group of folks who use a search engine, …
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
Back
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Profiling a Person With Search Log Data

  • 1. Profiling a Person With Log Data 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 .
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  • 5. Analysis of Search Marketplace Holding fairly stable over the last year or so, albeit with some Bing flux
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  • 13. Thank you! (open for questions and further discussion) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
  • 14. Search Logs has some common fields, such as time, queries, results, etc. We can enrich the log with additional fields. Back Back
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