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"Search, APIs,Capability Management and the Sensis Journey"

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Earlier this year, Sensis launched its Business Search API, which allows publishers to develop local search propositions powered by the two million business listings contained in the Australian Yellow …

Earlier this year, Sensis launched its Business Search API, which allows publishers to develop local search propositions powered by the two million business listings contained in the Australian Yellow Pages® and White Pages® directories.

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  • 1. Search, APIs,Capability Management and the Sensis Journey Craig Rees
  • 2. •  Project background•  Platform selection•  Search capability•  Relevance•  Architecture•  Quality management•  Hurdles•  What’s next Today’s menu
  • 3. •  Sensis helps Australians find, buy and sell •  From print directories to a cross-platform lead generator •  Sensis publishes over 1.8 Million business listings •  Two of the top 10 visited online sites in Australia (WhitePages.com.au and YellowPages.com.au)Sensis
  • 4. Business objectives•  Drive presence in the local search market place•  Open up the largest database of business listings in Australia•  Reduce the effort required from local search developers Technology objectives•  Free to use, we are after the •  Develop a total search platform reporting •  Relevancy testing as part of the development lifecycle •  A framework to identify problem spaces •  Manageable platform •  Continuous deploymentsProject background
  • 5. Developer portal
  • 6. •  Support for the search capability team•  Structured vs non structured data•  Deterministic vs black box•  Non propriety code base•  Community backing Platform selection
  • 7. •  A/B testing •  Machine learningOptimized Lvl 5 •  External collaboration •  Multiple contexts •  Online dashboards •  Test environmentsManaged Lvl 4 •  Dynamic search refinements •  Targets and metrics •  Defined team •  Regular monitoringMonitored Lvl 3 •  Static autosuggest •  Basic linguistics •  Adhoc processes •  Part time teamAdhoc Lvl 2 •  Static dictionaries •  Individual led innovation •  No resources •  No reportingUnmanaged Lvl 1 •  Out of the box featuresThe Sensis Search capability maturity model*Courtesy of Pete Crawford & Craig Lonsdale
  • 8. Location Intent Chronology •  Name •  Type Social Graph •  Product •  Spatial Device IndividualContext is key
  • 9. Business Geo Service Data Solr Mashery Business Name Query Data Search MongoDB Handler Service Index API Publisher Reporting Type Query Service Handler Historical search Data Reporting Events OntologiesOur architecture
  • 10. Business Geo Service Data Solr Mashery Business Name Query Data Search MongoDB Handler Service Index API Publisher Reporting Type Query Service Handler Historical search Data Reporting Events OntologiesData staging
  • 11. Business Geo Service Data Solr Mashery Business Name Query Data Search MongoDB Handler Service Index API Publisher Reporting Type Query Service Handler Historical search Data Reporting Events OntologiesSearch
  • 12. Business Geo Service Data Solr Mashery Business Name Query Data Search MongoDB Handler Service Index API Publisher Reporting Type Query Service Handler Historical search Data Reporting Events OntologiesAPI
  • 13. Business Geo Service Data Solr Mashery Business Name Query Data Search MongoDB Handler Service Index API Publisher Reporting Type Query Service Handler Historical search Data Reporting Events OntologiesAPI proxy
  • 14. •  Moved from a black box solution Yesterday Today Tomorrow to a manageable platform•  Deliver search improvements without major code changes•  Understand how results were calculated•  Identity problems scientifically•  Continuously tune and test relevance Evolution of search management
  • 15. Specific gold sets for each Path Analysis problem space: used to identify Ø  Intent Spelling & stemming problems Ø  Ø  Location spaces Ø  Phrase parsing Features signed off “Gold Sets” only when they make used to define a positive impact to overall quality quality score score (TREC)Problem spaces, quality management & tuning
  • 16. Search quality analysis and testing
  • 17. Results examiner
  • 18. Score analysis
  • 19. Tuning
  • 20. Lather, rinse, repeat
  • 21. •  Data redundancy and homogeneity •  Solr ranking of rare terms •  Intent differentiation •  Contextual synonymsHurdles along the way
  • 22. •  Query engine •  Facets / autosuggest •  Real time tuning •  Machine learning •  Multi term queries •  Scoring thresholds •  Content ValueWhere next?
  • 23. Email: craig.rees@sensis.com.au www: developers.sensis.com.au Twitter: @SensisAPI @ablebagelQuestions?

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