Contextual Ranking of Keywords Using Click Data ICDE`09 Utku Irmak Vadim von Brzeski Vadim von...

Contextual Ranking of Contextual Ranking of Keywords Using Click Keywords Using Click DataData

ICDE`09

Utku IrmakUtku Irmak

Vadim von BrzeskiVadim von Brzeski

Reiner KraftReiner Kraft

OutlineOutlineIntroductionContextual ShortcutsMethodologyFeature SpaceEvaluation and ResultsFrameworkConclusion

IntroductionIntroductionApplication

◦Contextual advertising◦Text summarization◦User-centric entity detection system

Approach

Contextual ShortcutsContextual ShortcutsEntity Detection

◦Pattern based◦Named◦Concept

Generating a Concept Vector◦Term vector

◦Unit vector

Contextual ShortcutsContextual Shortcuts1)in term ,not in unit2)in unit , not in term3)in both

MethodologyMethodology(a) Determining whether the

entity is relevant to the given context

(b) Determining whether the entity is interesting outside of the context

Feature SpaceFeature SpaceInterestingness of a Concept

◦ Search Engine Query Logs◦ Search Engine Result Pages◦ Text Based Features◦ Taxonomy Based Features◦ Other

Relevance of a Concept in a Context◦ Search engine snippets◦ Related query suggestions

Evaluation and ResultsEvaluation and ResultsCross Validation Approach

[A,B,C,D]◦R1=[A,B,D,C] R2=[B,A,C,D]

[(A, 0.15), (B, 0.05), (C, 0.02), (D,0.01)]

Evaluation and ResultsEvaluation and Results

Evaluation and ResultsEvaluation and Results

Evaluation and ResultsEvaluation and ResultsEditorial Evaluation

FrameworkFramework

ConclusionConclusionUtilize User-click feedback,

interestingness and relevance to ranking the key concept that to improve overall performance.