MIE Distinguished Seminar Series: Susan Dumais, Microsoft | The Potential for Personalization in Web Search*

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Date(s) - 26/10/2018

Mechanical Engineering Building, MC102

The Potential for Personalization in Web Search

Traditionally web search engines returned the same results to everyone who asks the same question.  However, using a single ranking for everyone in every context at every point in time limits how well a search engine can do in providing relevant information.  In this talk I present a framework to quantify the “potential for personalization” which is used to characterize the extent to which different people have different intents for the same query.  I describe several examples of how different types of contextual features are represented and used to improve search quality for individuals and groups.  Finally, I conclude by highlighting important challenges in developing personalized systems at Web scale including privacy, transparency, serendipity, and evaluation.