2009 ModelingandPredictingUserBehavi

• (Attenberg et al., 2009) ⇒ Josh Attenberg, Sandeep Pandey, and Torsten Suel. (2009). “Modeling and Predicting User Behavior in Sponsored Search.” In: Proceedings of the 15th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2009). doi:10.1145/1557019.1557135

Subject Headings:

Notes

• General Terms: Experimentation, Measurement

Cited By

• http://scholar.google.com/scholar?q=%22Modeling+and+predicting+user+behavior+in+sponsored+search%22+2009
• http://portal.acm.org/citation.cfm?doid=1557019.1557135&preflayout=flat#citedby

Quotes

Author Keywords

Implicit Feedback, User Behavior, Sponsored Search

Abstract

Implicit user feedback, including click-through and subsequent browsing behavior, is crucial for evaluating and improving the quality of results returned by search engines. Several recent studies [1, 2, 3, 13, 25] have used post-result browsing behavior including the sites visited, the number of clicks, and the dwell time on site in order to improve the ranking of search results. In this paper, we first study user behavior on sponsored search results (i.e., the advertisements displayed by search engines next to the ordinary, organic results), and compare this behavior to that of organic results. Second, to exploit post-result user behavior for better ranking of sponsored results, we focus on identifying patterns in user behavior and predict expected on-site actions in future instances. In particular, we show how post-result behavior depends on various properties of the queries, advertisement, sites, and users, and build a classifier using properties such as these to predict certain aspects of the user behavior. Additionally, we develop a generative model able to simulate observed user activity by utilizing a mixture of pareto distributions. We conduct experiments based on billions of real navigation trails collected by a major search engine's browser toolbar.

References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2009 ModelingandPredictingUserBehavi	Josh Attenberg Sandeep Pandey Torsten Suel			Modeling and Predicting User Behavior in Sponsored Search		KDD-2009 Proceedings		10.1145/1557019.1557135		2009