The wisdom of advertisers: Mining subgoals via query clustering

Takehiro Yamamoto*, Tetsuya Sakai, Mayu Iwata, Chen Yu, Ji Rong Wen, Katsumi Tanaka

*この研究の対応する著者

研究成果: Conference contribution

6 被引用数 (Scopus)

抄録

This paper tackles the problem of mining subgoals of a given search goal from data. For example, when a searcher wants to travel to London, she may need to accomplish several subtasks such as "book flights," "book a hotel," "find good restaurants" and "decide which sightseeing spots to visit." As another example, if a searcher wants to lose weight, there may exist several alternative solutions such as "do physical exercise," "take diet pills," and "control calorie intake." In this paper, we refer to such subtasks or solutions as subgoals, and propose to utilize sponsored search data for finding subgoals of a given query by means of query clustering. Advertisements (ads) reflect advertisers' tremendous efforts in trying to match a given query with implicit user needs. Moreover, ads are usually associated with a particular action or transaction. We therefore hypothesized that they are useful for subgoal mining. To our knowledge, our work is the first to use sponsored search data for this purpose. Our experimental results show that sponsored search data is a good resource for obtaining related queries and for identifying subgoals via query clustering. In particular, our method that combines ad impressions from sponsored search data and query co-occurrences from session data outperforms a state-of-the-art query clustering method that relies on document clicks rather than ad impressions in terms of purity, NMI, Rand Index, F1-measure and subgoal recall.

本文言語English
ホスト出版物のタイトルCIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management
ページ505-514
ページ数10
DOI
出版ステータスPublished - 2012
外部発表はい
イベント21st ACM International Conference on Information and Knowledge Management, CIKM 2012 - Maui, HI, United States
継続期間: 2012 10 292012 11 2

出版物シリーズ

名前ACM International Conference Proceeding Series

Conference

Conference21st ACM International Conference on Information and Knowledge Management, CIKM 2012
国/地域United States
CityMaui, HI
Period12/10/2912/11/2

ASJC Scopus subject areas

  • ソフトウェア
  • 人間とコンピュータの相互作用
  • コンピュータ ビジョンおよびパターン認識
  • コンピュータ ネットワークおよび通信

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