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Ready to Buy or Just Browsing? Detecting Web Searcher Goals from Interaction Data
 

Summary: Ready to Buy or Just Browsing? Detecting Web Searcher
Goals from Interaction Data
Qi Guo
Emory University
qguo3@mathcs.emory.edu
Eugene Agichtein
Emory University
eugene@mathcs.emory.edu
ABSTRACT
An improved understanding of the relationship between search in-
tent, result quality, and searcher behavior is crucial for improving
the effectiveness of web search. While recent progress in user be-
havior mining has been largely focused on aggregate server-side
click logs, we present a new class of search behavior models that
also exploit fine-grained user interactions with the search results.
We show that mining these interactions, such as mouse movements
and scrolling, can enable more effective detection of the user's
search goals. Potential applications include automatic search eval-
uation, improving search ranking, result presentation, and search
advertising. We describe extensive experimental evaluation over

  

Source: Agichtein, Eugene - Department of Mathematics and Computer Science, Emory University

 

Collections: Computer Technologies and Information Sciences