The Future of Search Engines Take it personally! Emil Ismalon Co-founder and CTO Collarity, Inc. Internet 2008 February 25, 2008 אינטרנט 2008

2 The Wisdom of Your Crowd Physics Buddhist meditation Physics Buddhist meditationQuantum Holistic approach measurement problems Machine learning cognition & reality Machine learning cognition & realityZen The force A b stractions The force A b stractions Love information retrieval math Mind & matter Lia Noa COLLABORATION Multidimensional clustering basketball Social networking how? DRUMS Collarity high frequency lasers Swimming dear mama My Tag cloud

3 The Wisdom of Your Crowd Beyond the Limits of Keyword Search Amount of data Productivity of Search Databases Web The World Wide Web PC Era The Desktop Keyword search Directories Web 2.0 The Social Web Files & Folders Tagging Natural language search Web 3.0 The Semantic Web Automated Content Analysis Web 3.0 User Modeling Universal/Open ID User profiling ** From: Making Sense of the Semantic Web, BY Nova Spivack Syndicated Web Intelligent Web Web 4.0

4 The Wisdom of Your Crowd The Next Steps Methods Automated Content Analysis Latent Space construction (Augmented LSA LDA methods) Semantic Web Today’s Content Social networking Media consumption Commercial consumption User Modeling Universal/Open ID User Profiling Behavioral & Intentional Targeting User interactions with content Technological Enablement

5 The Wisdom of Your Crowd Projection into the future 1. Better rankings-relevant results 2. Recommendation engine 3. Deep personalization 4. Digidentity

6 The Wisdom of Your Crowd Digidentity Digital Identity Entity Shabti statues “What I’m about” My digital imprint Independent Entity

7 The Wisdom of Your Crowd PERSONALIZATION Key Element:

8 The Wisdom of Your Crowd The pros & cons of personalization Pros: This is how the “real world” behaves: intents and meanings can’ t usually described by a query It is the natural way to achieve higher relevance and enhanced user experience Think about web navigation in 5-10 years from now.. Do you really think intelligent personal web agents will not emerge?

9 The Wisdom of Your Crowd Cons: Lockup problems Cold start - it takes time and education Is there a general solution to personalization or is it strongly dependent on contexts Privacy ethics Manipulations The pros & cons of personalization

10 The Wisdom of Your Crowd Gradual perception of personalization Language preferences Geo targeting Simple Lingual Disambiguation  The case of Java; is it programming OR island OR coffee? Social networking Form of preferable media  Textual OR visual?  Summary OR deep analysis? = =

11 The Wisdom of Your Crowd Understanding the right perception while interacting:  Pro OR anti  Believer OR skeptical Subtle ones  Quantum physics article most suitable to a biologist Gradual perception of personalization

12 The Wisdom of Your Crowd bush

13 The Wisdom of Your Crowd bush

14 The Wisdom of Your Crowd Java

15 The Wisdom of Your Crowd User modeling Eleanor Rigby’s recent queries: Paul is dead Did we land on the moon? Elvis is alive! Who murdered JFK?

16 The Wisdom of Your Crowd ABSTRUCTION Collarity live example of conspiracy: Moon Elvis JFK

17 The Wisdom of Your Crowd Natural Audience Segmentation Before: Traffic What are my important segments doing? What are their likes/dislikes? Are they finding what they’re looking for? How are their tastes changing? After: Natural Communities

18 The Wisdom of Your Crowd WAR – what is it good for? Augmented Personalization in Action

19 The Wisdom of Your Crowd The ability to personalize In order to materialize the subtle level of personalization an holistic approach is needed! understand the user from many different aspects:different aspects Implicit Informational networking Segmentation Cluster users in information space Topic based communities Clustering users around topics

20 The Wisdom of Your Crowd Space & Beyond Establishing the “Space” Live metric - relevancy coordinates (attributes) Embedding users profile Space dynamics Predictions – Segmentation, Clustering

21 The Wisdom of Your Crowd Future of Digidentity Future of Digidentity Digidentities Spontaneously Behave TV News Work Music Hobbies Interests Knowledge Social

22 The Wisdom of Your Crowd Conclusions and Summary 1. Personalization involves “intelligence” characteristic; abstraction, generalization, predictive clustering 2. Users implicit informational communities can serve as a natural enhancement of user searching and browsing modeling 3. Enable Users to control personalization features and variables

23 The Wisdom of Your Crowd Further readings Pros & cones personalized search Dynamic Social Network Analysis using Latent Space Models Constraint-based Personalization Model: Multi-Channel Messaging A Hybrid Web Personalization Model. Based on Site Connectivity. Miki Nakagawa, Bamshad Mobasher... on non-sequential models, such as association rules and Social Balance Theory Revisiting Heider’s Balance Theory for many agents