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Personalized Search

Personalized Search: A Contextual Computing Approach May Prove a Breakthrough in Personalized Search Efficiency

[PDF]

James Pitkow, Hinrich Schuetze, Todd A. Cass, Rob Cooley, Don Turnbull, Andy Edmonds, Eytan Adar, et al.

Abstract

A contextual computing approach may prove a breakthrough in personalized search efficiency.

Excerpt

Contextual computing refers to the enhancement of a user’s interactions by understanding the user, the context, and the applications and information being used, typically across a wide set of user goals. Contextual computing is not just about modeling user preferences and behavior or embedding computation everywhere, it’s about actively adapting the computational environment – for each and every user – at each point of computation. (p 50)

The Outride system was designed to be a generalized architecture for the personalization of search across a variety of information ecologies.(p 52)

Search Engine - Average Task Completion Time in Seconds

While the results may seem overwhelmingly in favor of Outride, there are some issues to interpret. First, some of the scenarios contained tasks directly supported by the functionality provided by the Outride system, creating an advantage against the other search engines. Indeed, Outride features are specifically designed to understand users, provide support by the conceptual model and tasks users employ to search the Web, and to contextualize the application of search. This is the goal of contextual computing and why personalizing search makes sense.

Second, while the use of default profiles could have provided an advantage for Outride, it also could have negatively influenced the outcome, as the profile did not represent the test participants’ actual surfing pat- terns, nor were the participants intimately familiar with the content of the profiles. Third, some of the gains are likely due to the user interface since the Outride sidebar remains visible to users across all interac- tions, helping to preserve context and provide quick access to core search features. For example, while search engines require users to navigate back and forth between the list of search results and specific Web pages, Outride preserves context by keeping the search results open in the sidebar of the Web browser, making the contents of each search result accessible to the user with a single click. Still, the magnitude of the difference between the Outride system and the other engines is compelling, especially given that most search engines are less than 10% better than one another. (p 54)

Keywords

information retrieval, search, information seeking, relevance feedback, personalization, contextual computing, user interfaces, search process

Cite As

Pitkow, J., Schutze, H., Cass, T., Cooley, R., Turnbull, D., Edmonds, A., et al. (2002). Personalized Search: A Contextual Computing Approach May Prove a Breakthrough in Personalized Search Efficiency. Communications of the ACM, 45(9), 50-55.

References in this publication

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Publications that cite this publication

Advertising Academia With Sponsored Search: an exploratory study examining the effectiveness of Google AdWords at the local and global level

[PDF]

Don Turnbull and Laura F. Bright

Abstract

An exploratory study conducted in late autumn and early winter 2006-2007 investigates the purchasing of sponsored search advertising for a major US university’s academic department. The ad campaign used Google’s AdWord service with the goal of increasing awareness of the academic department and encouraging potential graduate admissions or admissions inquiries. A behavioral model of information seeking is suggested that could be applied for selecting appropriate types of online advertising for awareness and other advertising goals. The study found little overlap between traditional, commerce-oriented online advertising methods and a general awareness campaign, as evidenced by a low click-through rate to the targeted site. Insights for future studies include increased integration with server logs, targeted site query terms and alternative awareness strategies.

Keywords

sponsored search; online advertising; search engines; behavioral model; information seeking; electronic business; Google.

Cite As

Turnbull, D. and Bright, L.F. (2008) Advertising academia with sponsored search: an exploratory study examining the effectiveness of Google AdWords at the local and global level, Int. J. Electronic Business, Vol. 6, No. 2, pp.149-171.

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Advertising & Awareness with Sponsored Search: an exploratory study examining the effectiveness of Google AdWords at the local and global level

I will be giving a research talk (added recently, thus not on the conference Web page yet) titled: Advertising & Awareness with Sponsored Search:  an exploratory study examining the effectiveness of Google AdWords at the local and global level on October 28 at the American Society of Information Science & Technology (ASIS&T) 2008 Annual Meeting (AM08) in Columbus, Ohio.

This is the abstract for the talk:

This talk reviews an exploratory study of sponsored search advertising for a major US university’s academic department. The ad campaign used Google’s AdWord service with the goal of increasing awareness – not eCommerce – as part of the search process.  A behavioral model of information seeking is suggested that could be applied for selecting appropriate types of online advertising for awareness and other advertising goals. Insights into the study methodology will also be discussed including the use of increased integration with server logs, targeted site query terms and alternative awareness strategies. 

The talk is part of the panel AM08 2008 – The Google Online Marketing Challenge: A Multi-disciplinary Global Teaching and Learning Initiative Using Sponsored Search with Bernard Jansen, Mark A. Rosso, Dan Russell, Brian Detlor and Don Turnbull.

This is a summary of the panel:

Sponsored search is an innovative information searching paradigm. This panel will discuss a vehicle to explore this unique medium as an educational opportunity for students and professors. From February to May 2008, Google will run its first ever student competition in sponsored search, The Google Online Marketing Challenge http://www.google.com/onlinechallenge/. Similar to other Google initiatives, the extent seems huge. Based on pre-registrations, more than two hundred professors and nearly nine thousand students from approximately 50 countries will compete. This may be the largest, worldwide educational course ever done. It is certainly on a large scale.

The Google Online Marketing Challenge is a real-life, problem-based, and multidisciplinary educational endeavor of the kind that many educators say is needed to relate teaching to outside the classroom. However, such endeavors are not without risks. The session should appeal to professors that competed in the 2008 Challenge, any professors considering the 2009 Challenge, as well as other educators who might consider the inclusion of Google AdWords as a pedagogical tool in their curricula. The panel will also be of great interest to those information professionals and educators as a possible model for use in other domains besides sponsored search.