This document discusses how to guide users towards their intended search goals through association techniques. It provides an overview of how associations are constructed by linking keywords based on sequential, click-through and query co-occurrence data. Keywords are then ranked and filtered based on connectivity and other criteria to form plausible expansion and query reformulation options. The document also outlines advanced topics like how associations can be extended through properties like symmetry, transitivity and inclusiveness. It describes the system architecture of an online association service and the importance of real-time adaptation.

1. Inception
How to guide users where they want to go
DATA MINING

2. User-Intended Guide Search

3. Robot::Search docs having ‘ranking’
al Web Cloud
t ri ev
R e
io n
at
orm
I nf Robot:: Display documents

4. Search Engine
F Robot (DAUMOA)
Web Cloud
Crawling
Indexing
Keyword
Ranking
N

5. Keyword
Make users search correctly
• Crawling Web Cloud
• Indexing
• Ranking
Search Engine

6. How to Search?

7. Search by Typing
Users’ Intention

8. Search by Clicking
Provider’s Intention

9. User Query Guide Query

10. Search by Clicking?
In response to user action

11. User -Intended Guide Query
User Query Guide Query

12. Why?
Correctness Ease to use Business

13. Suggest Speller Association

14. Anatomy of Association

15. 101
Introduction to Association

16. Abstraction
Apple

18. Clustering & Diversifying

21. Plausible (Fishable?) Options

23. 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

24. 201
Construction of Associations

25. Link. Sink. Rank.

26. • 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-intensified keywords
• Human-intervention

27. Sequential Keywords

28. No
tA As
ss so
oc cia
ia ted
te
d

29. { }→{ }

30. Click Keywords

31. Click Keywords
•
{ , }
•
{ , •
}
{ , • }
… •
{ , • }
{ , • ... }

32. { }→{ }
{ , }
{ , }
{ , }
{ , }

33. Query Keywords

34. { }→{ }

35. SK : CK : QK = 70% : 10% : 20%

36. 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)

37. Collective Intelligence
More is Better

38. 301
Advanced Topics I: Extension

39. 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

40. G
P U1 U2 Un
Me S1 S2 Sn
C1 C2 C3 Cn

41. Contents & Properties
(keep working)

42. 401
Advanced Topics II: System & Service

43. Daily update 24h MNT
DB
25M
Operation: Daum Service
Analytics: SAS System
Index
In Service

45. Real-time Adaptive System
with MapReduce

46. Coverage
C
Accuracy
A
Robustness
R
Timeliness
T
Serendipity
S

47. 4M