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Online Commercial Intention

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Gabriel Curcudel
Gabriel Curcudel

Microsoft adCente labs file, created by Honghua (Kathy) Dai, Zaiqing Nie, Lee Wang, Lingzhi Zhao, Ji-Rong Wen, and Ying Li. Online Commercial Intention Analysis.

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Detecting Online Commercial Intention (OCI) Honghua (Kathy) Dai, Zaiqing Nie, Lee Wang, Lingzhi Zhao, Ji-Rong Wen, and Ying Li
Agenda ,[object Object],[object Object],[object Object],[object Object]
Motivation ,[object Object],[object Object]
OCI vs 3 search goal categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OCI can bee seen as a new dimension of user search goals. Collide lyrics U2 music download Transactional / Resource San Francisco Digital camera Informational hotmail walmart Navigational Non-Commercial Commercial
Define the OCI detection problem ,[object Object],[object Object],[object Object]
Framework of Detecting Page OCI
Keywords selection ,[object Object],[object Object],[object Object],[object Object],[object Object]
Page feature composition ,[object Object],[object Object],[object Object],[object Object]
Detecting query OCI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Search result page and Landing URLs
Query OCI Detector based on Top N Landing URLs
Query OCI Detector based on first search result page ,[object Object]
Labeling process ,[object Object],[object Object],1408 25897 Total 790 21823 Non-Commercial 602 4074 Commercial Queries Pages
Experiment Results - Page OCI detector ,[object Object],[object Object],0.928 0.925 0.930 391 0.1 CF CR CP Keyword Number Keyword Selection Threshold
Experiment Results- Query OCI detector Query OCI Detector Performance ,[object Object]
OCI Distribution among Query Frequency Ranges
Conclusions ,[object Object],[object Object],[object Object]
Conclusions (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Future work ,[object Object],[object Object],[object Object],[object Object]
Future Work (Cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You for Your Attention!

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Online Commercial Intention