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Search Engines Personalization Taly Sharon and Ariel Frank

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T. Sharon & A. Frank2 Google and Yahoo Control the Market! Share of Searches December 2004

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T. Sharon & A. Frank3 Problem: Search is not Sticky! Google is offering Gmail. Yahoo has acquired Stata Labs (startup) Bloomba e-mail. SAproxy spam-blocking technology. A new (old) front: Personalization

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T. Sharon & A. Frank4 What in the Presentation? What is personalization? Areas for personalization Who personalizes? Personalization challenges

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T. Sharon & A. Frank5 What is Personalization? WordNet Dictionary Adj.1.personalised made for or directed or adjusted to a particular individual; "personalized luggage"; "personalized advice" Synonyms: individualised, individualized, personalizedpersonalizedluggagepersonalizedadviceindividualisedindividualized personalized Related Words individualised, individualized, personal, personalized individualisedindividualizedpersonal personalized

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T. Sharon & A. Frank6 Web Pages Personalization On a Web site, personalization is the process of tailoring pages to individual users' characteristics or preferences. Involves customizing some feature of a product or service so that the customer enjoys more convenience, lower cost, or some other benefit. http://searchsap.techtarget.com/gDefinition/0,294236,sid21_gci532341,00.html www.personalization.org

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T. Sharon & A. Frank7 A More Practical Definition Personalization is a combination of customization which includes: explicit preferences and an implied storage for every user, and contextualization, where an application knows about a task and offers a task- specific meaning or infers from user behavior what the user is trying to do. http://www.webpronews.com/news/ebusinessnews/wpn-45-20040803YahooTalksPersonalizedSearch.html

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T. Sharon & A. Frank8 Types of Personalization 0. Preferences (set results number to max:-) 1.My/Personalized homepage 2.Local/Geographic search 3.User Interface/Visualization 4.Personalize/Settings 5.Downloading/Localization Explorer Buttons Toolbars Desktop/Personal Alerts 6.Memory/History save search or save results

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T. Sharon & A. Frank9 1. My MyYahoo: What Will Yours Do?

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T. Sharon & A. Frank10 MyMSN

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T. Sharon & A. Frank11 Google Personalized Homepage

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T. Sharon & A. Frank12 So what was the message ?

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T. Sharon & A. Frank13 2. Local/Geographic Search Google Local/Maps (also ca,uk, mobile) Yahoo Maps did it a long time ago A9 does it differently

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T. Sharon & A. Frank14 Google Local

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T. Sharon & A. Frank15 Google Local Search Result

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T. Sharon & A. Frank16 Google Satellite

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T. Sharon & A. Frank17 3. User Interface/Visualization A few examples MSN Search Builder Clusters/Grouping/Maps Vivisimo/Clusty Mooter/CartOO/WebBrain A9 Display

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T. Sharon & A. Frank18 MSN Search Builder

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T. Sharon & A. Frank19 MSN

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T. Sharon & A. Frank20 Clusty

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T. Sharon & A. Frank21 KartOO

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T. Sharon & A. Frank22 A9

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T. Sharon & A. Frank23 4. Personalized Search Google Personalized

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T. Sharon & A. Frank24 Google Personalized setup

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T. Sharon & A. Frank25 Google Personalized Search

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T. Sharon & A. Frank26 Google Personalized Search

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T. Sharon & A. Frank27 Theory vs. Practice?!

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T. Sharon & A. Frank28 Yahoo Personals? Oops

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T. Sharon & A. Frank29 5. Downloading/Localization Explorer Buttons Toolbars Desktop/Personal Alerts Want Toolbars?

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T. Sharon & A. Frank30 Desktop Search Searches PC desktop Integrate results in SE searches Timeline warm battle during the fall .: October 2004: Google Desktop releasedGoogle Desktop released December 2004: MSN toolbar suite December 2004: Ask Jeeves desktop search January 2005: Yahoo desktop search May 2005: MSN Toolbar+Desktop

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T. Sharon & A. Frank31 6. Memory/History/Save Search A9 MyAskJeeves MySearch.Yahoo

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T. Sharon & A. Frank32 A9 (top)

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T. Sharon & A. Frank33 A9 (bottom)

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T. Sharon & A. Frank34 MyJeeves http://sp.ask.com/docs/mj/tour4.html

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T. Sharon & A. Frank35 MySearch.Yahoo

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T. Sharon & A. Frank36 Google Search History

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T. Sharon & A. Frank37 What s Next?

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T. Sharon & A. Frank38 Human Search Engine?

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T. Sharon & A. Frank39 Google Answers

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T. Sharon & A. Frank40 AskYahoo!

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T. Sharon & A. Frank41 Also in Israel - AskZeevAskZeev

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T. Sharon & A. Frank42 Wondir, Answers.com (and Ask/Brainboost) An attempt to give an answer to a question and not documents for a query.

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T. Sharon & A. Frank43 Answers.com

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T. Sharon & A. Frank44 Who Personalizes (all?) Amazon/A9 history, presentation, local Google local/map, Desktop, Personalized, Personalized-Homepage, GoogleAlert, History. Yahoo local/map, myYahoo, mySearch AskJeeves Saved Searches MSN Toolbar+Desktop, presentation, question answering * All have Toolbars

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T. Sharon & A. Frank45 Challenges Search is temporal. Just because people search for something doesn't mean they are truly interested in it. For example, if you're sick and search for information on a particular medicine, that doesn't mean you are always going to be interested in finding information on that medicine. Multiple users share a computer? A user performs a search for a friend? requires user effort to be successful. Privacy Issues.

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T. Sharon & A. Frank46 Questions? www.sharon-it.com