amazon cloudsearch - relevance, ranking, tuning and analytics

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

LA Amazon CloudSearch Meetup

January 30, 2013

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Welcome

!   Housekeeping

!   Slides will be posted

!   Forms for drawing

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Agenda

!   CloudSearch Analytics and Visual Relevancy Ranking - Jon Handler, Amazon CloudSearch

!   Using Amazon CloudSearch For Geospatial Search - Tom Hill, Amazon CloudSearch

! IMDb User Talk - Matt Pearson !   Q&A

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Amazon CloudSearch: Metrics, and the Rank Expression Comparator

Jon Handler / handler@amazon.com

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Amazon CloudSearch Overview DNS / Load Balancing AWS Query

Search API Console Config API

Command Line Tools

Console Doc Svc API

Command Line Tools

Console

SEARCH SERVICE Search Documents

DOCUMENT SERVICE Add Documents

Update Documents

Delete Documents

Create Domains

Configure Domains

Delete Domains

CONFIG SERVICE

ACCESS CONTROL ACCESS CONTROL ACCESS CONTROL

Search Domain

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Automatic Scaling

SEARCH INSTANCE Index Partition n

Copy 1

SEARCH INSTANCE Index Partition 2

Copy 2

SEARCH INSTANCE Index Partition n

Copy 2

SEARCH INSTANCE Index Partition 2

Copy n

SEARCH INSTANCE

DATA Document Quantity and Size

TRAFFIC Search Request Volume and Complexity

Index Partition n Copy n

SEARCH INSTANCE Index Partition 1

Copy 1

SEARCH INSTANCE Index Partition 2

Copy 1

SEARCH INSTANCE Index Partition 1

Copy 2

SEARCH INSTANCE Index Partition 1

Copy n

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Agenda

!   Amazon CloudSearch metrics •  Know what your customers are doing •  Feed forward to improve experience

!   Rank expression comparison •  See the effects of changes to ranking •  Tune your results to serve what your customers want

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

AMAZON CLOUDSEARCH METRICS

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Customer Visibility

!   Understand your users’ searches •  Top searches

!   Evaluate your ranking and improve it •  No-result searches •  Top documents

!   Understand Your Footprint •  Search count

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Understanding Your Users Top Searches

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Top No-Result Searches

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Top Documents

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Search Volume

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

RANK EXPRESSION COMPARISON

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Benefits of Good Search Results

!   User satisfaction means user retention !   Successful searches mean more sales !   Search is central to user experience

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Good Results Serve User Needs Shoes

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Evaluating Relevance

!   Relevant – “meets a user’s need in querying the system” !   No right answer!

•  “Good” results require human judgment.

!   Context matters: scholarly work or stockholder report •  E.g. “president” yields Lee Iococca and Barack Obama

!   Help!

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Demo

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

CloudSearch Document

Title Album (Release) Artist Name Artist Terms (Genre) Artist Familiarity Artist Hotttnesss Song Hotttnesss Year

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Query

564

726

123

Ranking

564

726

123

Sorting Filtering Matching

Query Processing

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Rank Expressions

!   Sources •  text_relevance; UINT fields

! cs.text_relevance() •  Set field weights – default and individual

!   Functions •  time, abs, ceil, erf, exp, floor, lgamma, ln, log2, log10, max, min,

sqrt, pow •  Trig functions (including hyperbolic)

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Demo

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Tuning

!   What to tune •  No-result queries •  Top queries •  Random queries

!   User behavior •  Conversion; Clickthroughs •  Logs for full user sessions

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Recap

!   Metrics provide a view into your customers’ behavior •  Top searches – What your customers want •  Zero results – What they can’t find •  Top documents – What they are finding

!   Adjust relevance to match customer needs •  Tune rank expressions based on metrics •  “Compare rank expressions” for fast, easy tuning

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Resources !   Amazon CloudSearch Overview Page

http://aws.amazon.com/cloudsearch/ •  FAQs •  Community Forum •  Documentation & Getting Started Tutorial (IMDb)

!   Demos and Tutorials •  What Is Amazon CloudSearch •  Introducing Amazon CloudSearch (Features) •  Building a Search Application Using Amazon CloudSearch •  Getting Started Tutorial

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified or distributed in whole or in part without the express consent of Amazon.com, Inc.

Upcoming Events !   Bay Area Amazon CloudSearch Group: March 20 –

SOMA Central, San Francisco !   AWS Summit San Francisco, April 30