1. Facets of Personalization Jaime Teevan Microsoft Research (CLUES) with S. Dumais, E. Horvitz, D. Liebling, E. Adar, J. Elsas, R. Hughes

2. Query: vancouver

4. vacouver User profile: Content, interaction history How PSearch Works

5. Personalization is Cool! How much can my profile really say about me? It’s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it’s the end of serendipity! But…

6. Building a User Profile Type of information – Content: Past queries, desktop search index – Behavior: Visited documents, explicit feedback Time frame: Short term, long term Who: Individual, group Where: Local, server PSearch Session Memory Groupization Query suggest uRank

7. Personalization is Cool! But… How much can my profile really say about me? It’s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it’s the end of serendipity!

8. When to Personalize Some queries personalize well – vancouver v. hyatt regency vancouver homepage – Predict which queries personalize well using behavior – User may be unique in information need bing to find Bing.com v. bing by a cherry farmer Potential for personalization Perfect vancouver hyatt vancouver Number of people

9. Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Vancouver is the largest metropolitan area in Western Canada, and third largest in Canada, with a population of 2.6 million. Located at the southwestern corner of the coastal… www.vancouver.bc.ca Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Today’s handover of the Vancouver Olympic and Paralympic Village – with its green buildings, energy and water use reduction, sustainable transportation and remarkable public spaces… www.vancouver.bc.ca When to Personalize High impact opportunities – Re-finding Non-ranking personalization strategies – Allow people to filter and sort (relevance, history) – Personalize display to aid relevance assessment vacouver vacouver, bc 43% Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Vancouver is the largest metropolitan area in Western Canada, and third largest in Canada, with a population of 2.6 million. Located at the southwestern corner of the coastal… New content: City Hall will be closed Wednesday, November 11 for Remembrance Day… www.vancouver.bc.ca Visited November 6, 2009

10. Personalization is Cool! But… How much can my profile really say about me? It’s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it’s the end of serendipity!

11. Better Serendipity Interestingness v. relevance – Personalization finds more relevant results – Personalization finds more interesting results – Even when interesting results not relevant Need to be ready for serendipity Office Communicator Team Blog : Alex Hehmeyer's Bio I’m a Program Manager on the Office Communicator team responsible for Communicator’s integration with Exchange and Office as well as Presence. Alex Hehmeyer communicatorteam.com/articles/50.aspx Goldenberg Hehmeyer Co Ghco Penson GHCO is a registered futures commission merchant (FCM) offering exchange access and clearing services to clients trading in domestic and global markets. Penson GHCO is a... www.ghco.com Baby a bar to getting work, mother told | Money | The... Goldenberg Hehmeyer reject her claim. After a 16-year career Ms Winship was sacked from her £70,000 a year job as financial controller with the US fund management firm. www.guardian.co.uk/money/2004/aug/11/society.workandcareers

12. Personalization is Cool! But… How much can my profile really say about me? It’s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it’s the end of serendipity!

13. Personalization Teevan, J., S. T. Dumais, and E. Horvitz. Characterizing the Value of Personalizing Search. SIGIR 2007. Personalization Teevan, J., S. T. Dumais, and E. Horvitz. Potential for Personalization. TOCHI 2010. When to Personalize Teevan, J., S. T. Dumais, and D. J. Liebling. To Personalize or Not to Personalize: Modeling Queries with Variation in User Intent. SIGIR 2008. Groupization Teevan, J., M. R. Morris, and S. Bush. Discovering and Using Groups to Improve Personalized Search. WSDM 2009. Re-finding Teevan, J., E. Adar, R. Jones, and M. Potts. Information Re-Retrieval: Repeat Queries in Yahoo's Logs. SIGIR 2007. Re-finding Tyler, S. and J. Teevan. Large Scale Query Log Analysis of Re-Finding. WSDM 2010. Thank you. Jaime Teevan http://research.microsoft.com/~teevan

14. EXTRA SLIDES

15. Personalization is Cool! But… How much can my profile really say about me? It’s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it’s the end of serendipity!

16. Preserving Privacy Need profile and Web in same place – Currently: Query, clicks sent to the server Solution 1: Keep personal info local – Local profile, local computation – Nothing extra sent to server Solution 2: Stored profile in the cloud – Advantage: Access to aggregate information – Important: Transparency, control Hybrid solutions

17. Personalization is Cool! But… How much can my profile really say about me? It’s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it’s the end of serendipity!

18. Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Today’s handover of the Vancouver Olympic and Paralympic Village – with its green buildings, energy and water use reduction, sustainable transportation and remarkable public spaces… www.vancouver.bc.ca Home Page (Official City of Vancouver Website) City of Vancouver, British Columbia, Canada, municipal government website... Today’s handover of the Vancouver Olympic and Paralympic Village – with its green buildings, energy and water use reduction, sustainable transportation and remarkable public spaces… www.vancouver.bc.ca Transparency and Control People try to explain why they got a result Highlight personally relevant terms – Transparent – Helps people build a good mental model Allow people control over personalization