Thursday, February 10

"Bing Dialogue Model"by Harry Shum - Second WSDM 2011 Keynote


The 2nd keynote talk at WSDM 2011 was an intriguing peak at the Bing's model of user intent, by Harry Shum, VP of Search Product Development, Microsoft.



* Challenges at launch
* Google market share has been steadily growing from 2005-2008 (Bing launch)
* Google is a consumer brand and a habit

* Bing gained 5.1% query traffic share (worldwide) since launch

* 3 elements of Search Quality
1) Relevance
  • Ranking based on meaning not keywords
  • Direct answers
2) Speed
  • Reduce effort to complete tasks
  • Direct answers
  • Fewer clicks
3) Ease of Use (User experience)
  • Intuitive query interface
  • Relevance is hard

* Demo of Bing features

1) “Quick access” – surfacing customer service phone # for query {delta airline}

2) Enhanced movie results for query that match movie titles )
* Rent, buy, watch online, reviews, posters

3) Microsoft Academic Search
* Faceted interface: filter results by author, venue
* Summary pages for author information
* Academic activity
* Co-author graph
* Disambiguation of author names

4) Summary of important information for queries that match geo-locations
* Weather
* Overview of tourist destinations
* Maps

5) Parsing natural language queries
* Parse the query {flight to Taipei feb 12 returning feb 13} to provide fast access to Bing Travel

6) Music search
* Enhanced results for queries that match musician names
* Preview songs, lyrics, bio

7) Facebook Integration
* Results that were liked by Facebook friends
* Surface Facebook profiles in searches of matching friend names

* Internet searchers are becoming more Task Centric
* Decision Making: 66% people are using search to make decisions
* Top search tasks: Entertainment, Games, Health, Travel, Shopping, Directions,…

* Tasks are becoming more sophisticated
* Longer queries
* Longer sessions

* 10 blue links are no longer sufficient
* Instead there’s a need for organized “Whole Page” experience
* Search Paradigm Shift
* From “hit or miss” model to “dialogue” model
* Understanding query intent
* Incorporating structured data into search results
* Relevance on the session level
* Minimize the effort to complete task

* Bing Dialogue Model (see the image above)

* Four levels of dialogue

1) Query level
* Query auto-completion
* Spelling correction
* Interaction with user in mobile devices with touch screens

2) Document level
* Title, snippet, deep links presentation
* Extended document preview on hover over the result

3) Page level
* Quick Tabs for relevant verticals
* Entity-based result summary
* Algorithmic results
* Related query suggestions
* Search history

4) Session level
* History-aware results comparisons

1 comment:

  1. What intrigues me about Bing is the fact that there is no "Advanced Search" feature diplaying before the search; it only appears after the search. Some advanced users cannot filter thier search prior to the search which is useful when they do not know the search syntax (advanced search features are easier to interact with compared to using the syntax). I am currently researching the retrieval techniques used by Bing with a focus on search operators and relevance feedback mechanisms. So, the missing advanced search feature really caught my attention, why exclude it?

    ReplyDelete