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Search Engines Personalization
Taly Sharon and Ariel Frank
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Google and Yahoo Control the Market!
Share of Searches
December 2004
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Problem: Search is not Sticky! Google is offering Gmail. Yahoo has acquired Stata Labs (startup)
Bloomba e-mail. SAproxy spam-blocking
technology.
A new (old) front: Personalization
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What in the Presentation?
What is personalization? Areas for personalization Who personalizes? Personalization
challenges
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What is Personalization? WordNet Dictionary Adj.1.personalised –
made for or directed or adjusted to a particular individual;"personalized luggage"; "personalized advice" Synonyms: individualised, individualized, personalized
Related Wordsindividualised, individualized, personal, personalized
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Web Pages Personalization On a Web site, personalization is the
process of tailoring pages to individual users' characteristics or preferences.
Involves customizing some feature of a product or service so that the customer enjoys more convenience, lower cost, or some other benefit.
http://searchsap.techtarget.com/gDefinition/0,294236,sid21_gci532341,00.html
www.personalization.org
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A More Practical Definition
Personalization is a combination of customization which includes: explicit preferences and an implied
storage for every user, and contextualization, where an
application knows about a task and offers a task-specific meaning or infers from user behavior what the user is trying to do.
http://www.webpronews.com/news/ebusinessnews/wpn-45-20040803YahooTalksPersonalizedSearch.html
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Types of Personalization0. Preferences (set results number to max:-)1. My/Personalized homepage2. Local/Geographic search3. User Interface/Visualization4. Personalize/Settings5. Downloading/Localization
• Explorer Buttons• Toolbars• Desktop/Personal• Alerts
6. Memory/History – “save search” or “save results”
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1 .MyMyYahoo: What Will Yours Do?
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MyMSN
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Google Personalized Homepage
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So what was the message ?
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2 .Local/Geographic Search
Google Local/Maps (also ca,uk, mobile)
Yahoo Maps did it a long time ago…
A9 does it differently
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Google Local
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Google Local Search Result
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Google – Satellite
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3 .User Interface/Visualization
A few examples MSN Search Builder Clusters/Grouping/Maps
Vivisimo/Clusty Mooter/CartOO/WebBrain
A9 Display
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MSN Search Builder
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MSNבונה שאילתות גם בעברית
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Clusty
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KartOO
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A9
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4 .Personalized Search
Google Personalized
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Google Personalized setup
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Google Personalized Search
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Google Personalized Search
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Theory vs. Practice!?
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Yahoo Personals? Oops…
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5 .Downloading/Localization Explorer Buttons Toolbars Desktop/Personal Alerts
Want Toolbars?
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Desktop Search Searches PC desktop Integrate results in SE searches Timeline – warm battle during the
fall….: October 2004: Google Desktop released December 2004: MSN toolbar suite December 2004: Ask Jeeves desktop search January 2005: Yahoo desktop search May 2005: MSN Toolbar+Desktop
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6 .Memory/History/Save Search A9 MyAskJeeves MySearch.Yahoo
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A9 (top)
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A9 (bottom)
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MyJeeves
http://sp.ask.com/docs/mj/tour4.html
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MySearch.Yahoo
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Google Search History
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What’s Next?
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Human Search Engine?
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Google Answers
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AskYahoo!
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Also in Israel - AskZeev
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Wondir, Answers.com (and Ask/Brainboost)
An attempt to give an answer to a question and not documents for a query.
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Answers.com
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Who Personalizes (all?) Amazon/A9 – history, presentation, local Google – local/map, Desktop,
Personalized, Personalized-Homepage, GoogleAlert, History.
Yahoo – local/map, myYahoo, mySearch AskJeeves – Saved Searches MSN – Toolbar+Desktop, presentation,
question answering *All have Toolbars
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Challenges Search is temporal.
Just because people search for something doesn't mean they are truly interested in it.
For example, if you're sick and search for information on a particular medicine, that doesn't mean you are always going to be interested in finding information on that medicine.
Multiple users share a computer? A user performs a search for a friend? requires user effort to be successful. Privacy Issues.
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Questions?
www.sharon-it.com