04/24/2007- Divya Arora Personalized Search Context, Location and Activity Based Search

04/24/2007- Divya Arora Next logical step in Search Engine Technology A Search process no longer independent of the person sitting before the monitor Refines results returned to fit the profile of the user Three important user aspects considered: The Geographical location of the user User preferences and choices to decipher the search keywords. The search trends of the user learnt from past user search activities. Personalized Search: A Recap

04/24/2007- Divya Arora This brings us to the three main types within personalized search: »CONTEXT BASED SEARCH »LOCATION BASED SEARCH »ACTIVITY BASED SEARCH Personalized Search: TYPES

04/24/2007- Divya Arora The basic aim of the technology behind Personalized Search: – Determine what characteristics are the most important in determining the relevancy of results with respect to a given user. For e.g., age, address, family information, income, occupation, hobbies, interests, etc. – Formulate a method of extracting the above mentioned information from the user ensuring that the user the privacy of the data received and also keeping in mind the resistance of the user to disclose such personal information. – Categorize and filter content based on those characteristics. – Have a smooth and user-friendly way of result representation. Personalized Search: Technology

04/24/2007- Divya Arora “GeoLocation”: the real-world geographic location of an Internet connected computer “Geographic footprint” of a webpage: Geographic information extracted from the content of the page or meta data. A possible technique involves: »Geo-Location using IP Address (of the User) »Geo Tagging / Targeting the webpage Example of geo-tagging » Location Based Search

04/24/2007- Divya Arora 1)Enterprise Rent-A-CarEnterprise Rent-A-Car Offering Enterprise car rentals from economy to luxury, minivan to cargo van, and pickup trucks, with locations throughout the U.S., Canada, and the U.K. 2)Hertz Car RentalHertz Car Rental Save on your next car rental when you book at Hertz.com. Find our best rates at hertz.com. 3) Budget Rent A Car Official Site - Budget.comBudget Rent A Car Official Site - Budget.com Budget's official site for low rates & specials. With new cars, specialty vans & SUVs Budget delivers what you want with the great service you deserve at the price you... 4) Dollar Rent A Car Official Site - Dollar.comDollar Rent A Car Official Site - Dollar.com Home of our lowest rates. 5) Thrifty Car Rental Official SiteThrifty Car Rental Official Site Convenient car rental locations worldwide for business, corporate and leisure travel. Headache- free and wallet-friendly - Thrifty.com Yahoo Local Search Engine found at local.yahoo.com gives: 1) Car Rental (718) Car Rental 600 E Fordham Rd, Bronx, NY 4.23 mi 2) Thrifty Car Rental (800) Thrifty Car Rental 148 W 83rd St, New York, NY 1.93 mi 3) NYC Exotic Car Rentals (212) NYC Exotic Car Rentals 220 E 10th St, New York, NY 5.34 mi 4) Prestige Car Rental (212) Prestige Car Rental 950 Columbus Ave, New York, NY 0.81 mi 5) Rent A Car -Car Rentals -New York- Manhattan+Bkly'n (718) Rent A Car -Car Rentals -New York- Manhattan+Bkly'n New York, NY 6.46 mi Local Search : Example Search for “Car Rentals” in Yahoo:

04/24/2007- Divya Arora Local Search: Our implementation

04/24/2007- Divya Arora “Context” in general Restricted use of context as the key idea obtained from surrounding text. Two related techniques: »Heuristic Based Query Augmentation »Linguistic CBS System Example : Feedback Retrieval Context Based Search

04/24/2007- Divya Arora Context Search: Our implementation

04/24/2007- Divya Arora Makes use of past searches to gauge context of queries that follow. Key factor: Maintaining user’s search history and expanding queries based on the context of previous queries. Two related techniques that differ mainly in the scope of past records of user-activity used to disambiguate a query : »Session Based Retrieval »History Based Retrieval Activity Based Search

04/24/2007- Divya Arora Activity Search : Example Search for “Search Engine Marketing” on Google:

04/24/2007- Divya Arora Activity Search: Our implementation

04/24/2007- Divya Arora ** THANK YOU **