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Inception
     How to guide users where they want to go




DATA MINING
User-Intended Guide Search
Robot::Search docs having `ranking¨




                                 al           Web Cloud
                         t ri ev
                   R e
         io n
       at
    orm
I nf        Robot:: Display documents
Search Engine

          F                            Robot (DAUMOA)
                                                        Web Cloud

                                          Crawling

              Indexing




Keyword
                         Ranking


                                   N
Keyword


   Make users search correctly


                    ? Crawling          Web Cloud

                    ? Indexing
                    ?    Ranking

                        Search Engine
How to Search?
Search by Typing



   Users¨ Intention
Search by Clicking



  Provider¨s Intention
User Query   Guide Query
Search by Clicking?



 In response to user action
User  -Intended   Guide Query



  User Query          Guide Query
Why?
Correctness   Ease to use   Business
Suggest   Speller   Association
Anatomy of Association
101
Introduction to Association
Abstraction



              Apple
DDC2011 - Association
Clustering & Diversifying
DDC2011 - Association
DDC2011 - Association
Plausible   (Fishable?)   Options
DDC2011 - Association
Association
   Associated words with the query
   Answers to the query
   Additional information for the query
   Query expansion or contraction
   Query correction/reformulation
   Query pattern
   Recent issues related to the query
201
Construction of Associations
Link. Sink. Rank.
? Keywords in sequential search
    ? Click keywords of same doc.
L   ? Query keywords that display same doc.
    ? Keywords from same documents
    ? Contents & rule-based keywords


    ? Taboo keywords

S   ? Incorrect/mis-typed keywords
    ? Morphologically-identical keywords
    ? Representative keywords (+)


    ? More connections get more relevance

R   ? Click-through rate
    ? Business-intensi?ed keywords
    ? Human-intervention
Sequential Keywords
No
     tA               As
       ss               so
          oc                 cia
             ia                  ted
               te
                  d
{   }★{   }
Click Keywords
Click Keywords
                             ?
        {       ,                        }
                             ?
            {       ,        ?
                                     }
        {       ,            ?           }
                         ´   ?
{                        ,   ?                   }
    {                   ,    ? ...           }
{           }★{                              }
    {        ,                   }
        {            ,                   }
                 {           ,                   }
                         {           ,               }
Query Keywords
{   }★{   }
SK : CK : QK = 70% : 10% : 20%
Filtering
   Adult keywords
   Copyright keywords
   Privacy keywords / Personal information
   Incorrect/mis-typed keywords (with Speller)
   Morphologically-identical keywords
   Same keystrokes (i.e., Korean ? English)
   Guide/Operation keyword pairs
   Banned: User requests (C/S)
Collective Intelligence

       More is Better
301
Advanced Topics I: Extension
Extensions
  Property            Description

 Symmetric         A ★ B then B ★ A


 Transitive     A ★ B ★ C then A ★ C

              (A ★ C) & (B ★ C) then A ★ C
 Triangular
              (A ★ B) & (A ★ C) then B ★ C

                 A ? B ★ C then A ★ C
  Inclusive
                 A 「 B ★ C then A ★ C
G



     P         U1        U2        Un



     Me        S1        S2        Sn



C1        C2        C3        Cn
Contents & Properties
                (keep working)
401
Advanced Topics II: System & Service
Daily update                   24h MNT
                                       DB
                                        25M

                                                 Operation: Daum Service
Analytics: SAS System



                               Index




                                  In Service
DDC2011 - Association
Real-time Adaptive System
                   with MapReduce
Coverage
C
Accuracy
A
Robustness
R
Timeliness
T
Serendipity
S
4M
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DDC2011 - Association