technology for mobile advertising search & commerce © 2007 apptera inc. optimizing software...
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TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE
© 2007 Apptera Inc.
Optimizing Software Architecture for Voice Search
SpeechTek 2007
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Agenda
What is Voice Search?
Example of Voice Search applications
Different types of Voice Search Designs
Challenges of developing a Voice Search Application
Solutions to tackle those challenges
Technique for building an ad-based Voice Search Application
Demo
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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What is Voice Search?
Speak the Query
&
Get the Search Result
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Applications
Directory Assistance Business Name or Category Search
Locator & Driving Direction
Information Search News or sports query
Stock quotes
Traffic & weather
Content Search Music & Ring tones
Video Clips
Web Search with Voice Control
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Designs
Pure Voice Search User speaks the query and the system returns the query result
through voice
Best use for telematics or any hands-free non-visual environment
Multi-modal Voice Search User speaks the query and the system returns the query result to
the delivery channels other than voice
Best use for lookup service that returns long or hard-to-remember result set
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Approaches
Open-end voice search Natural language based connotative queries
High word error rates for large vocabulary sizes
Limited context to leverage for improving speech recognition
Multi-step hierarchical voice search Keyword based denotative queries
Dialog driven
High word error rates for large vocabulary sizes
Takes longer to navigate through the dialogs to get result
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Nirvana
Open-end voice search interface
Support a wide-range of voice vocabulary and phrases
Low recognition error rate
Able to leverage contextual information to improve speech recognition
Real-time performance
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Challenges
Really Short Query
Really Long Query
Dealing with Homonyms Ad vs. Add Oral vs. Aural
Dealing with Acronyms DOS NASA
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Solution
Intent Identification technology Match recognized raw user utterance against a context
sensitive semantic index Identify a short list of the most likely intents Prompt the user with intelligent follow-up question to narrow
down the intent identification• Consumer utterance: “Closing costs”
• System question: “Are you searching for mortgage information?”
Formulate the query once the intent is locked Render the query result to the preferred channel for delivery
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Design
Understand the application Front-end Interface Backend Search Engine
Identify the target users
Collect the possible utterances and build the grammar around it
Open-end vs. Dialog driven
Coverage vs. Predictive power
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Design-- A Level Deeper
Leverage the historical dataset from existing web query infrastructure to increase the speech recognition accuracy Develop grammar based upon the web query logs
Expand the grammar with ontology for connotative recognition
Leverage contextual & profiling data Caller ID, device type
DNIS, LBS, CRM lookup,
Search keywords, search result and call flow history • For ad targeting
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search Design -- A System Architecture
AppteraApplication ServerVXML Gateway
Loaded with SLM grammar
2. Capture caller utterance in literal text
9A. Generate audio response& insert targeted ads
when appropriate
3B. Pass caller utterancefor intent identification
6. Render the most relevant search result
Apptera Voice Search Server
Search Backend
1. Caller speaks the query
10. Caller hears the Search result
Multi-modal Device
5. Return query
result set 4B. Formulate query
for execution9B. Generate non-VXML
search result &Targeted ads
back to deviceif available
Apptera Mobile Ad Server
8. Return targeted ad
7. Pass query result,contextual &profiling data
Apptera Heuristic Behavioral
Server3A. Lookup
caller profile
4A. Return caller profile
AppteraApplication Server
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Voice Search DemoFree-411 “Category” Example
TECHNOLOGY FOR MOBILE ADVERTISING SEARCH & COMMERCE© 2007 Apptera Inc.
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Free-411 Demo:Category Ad with Directions
$1.25 Bid$1.25 Bid $1.00 Bid$1.00 Bid
What city and state? __________What city and state? __________
What listing? ____________What listing? ____________RestaurantsRestaurants
Denver, CODenver, CO
__ Business __ Residence__ Business __ Residence
$1.50 Bid$1.50 Bid