Click-through rate (CTR) is a key signal of relevance for search engine results, both organic and sponsored. CTR of a result has two core components: (a) the probability of examination of a result by a user, and (b) the perceived relevance of the result given that it has been examined by the user. There has been considerable work on user browsing models, to model and analyze both the examination and the relevance components of CTR. In this paper, we propose a novel formulation: a micro-browsing model for how users read result snippets. The snippet text of a result often plays a critical role in the perceived relevance of the result. We study how particular words within a line of snippet can influence user behavior. We validate this new micro-browsing user model by considering the problem of predicting which snippet will yield higher CTR, and show that classification accuracy is dramatically higher with our micro-browsing user model. The key insight in this paper is that varying relatively few words within a snippet, and even their location within a snippet, can have a significant influence on the clickthrough of a snippet.
The click chain model (CCM) @cite_14 is a generalization of DCM obtained by parameterizing @math and by allowing the user to abandon examination of more results: Thus if a user clicks on the previous result, the probability that they go on to examine more results ranges between @math and @math depending on the relevance of the previous result.
@cite_14
2135114864 2163932785 2106630408 2798492560
Recent advances in search users' click modeling consider both users' search queries and click skip behavior on documents to infer the user's perceived relevance. Most of these models, including dynamic Bayesian networks (DBN) and user browsing models (UBM), use probabilistic models to understand user click behavior based on individual queries. The user behavior is more complex when her actions to satisfy her information needs form a search session, which may include multiple queries and subsequent click behaviors on various items on search result pages. Previous research is limited to treating each query within a search session in isolation, without paying attention to their dynamic interactions with other queries in a search session. Investigating this problem, we consider the sequence of queries and their clicks in a search session as a task and propose a task-centric click model (TCM). TCM characterizes user behavior related to a task as a collective whole. Specifically, we identify and consider two new biases in TCM as the basis for user modeling. The first indicates that users tend to express their information needs incrementally in a task, and thus perform more clicks as their needs become clearer. The other illustrates that users tend to click fresh documents that are not included in the results of previous queries. Using these biases, TCM is more accurately able to capture user search behavior. Extensive experimental results demonstrate that by considering all the task information collectively, TCM can better interpret user click behavior and achieve significant improvements in terms of ranking metrics of NDCG and perplexity. Received 28 May 2002; revised 18 September 2002; accepted 24 September 2002; published 14 February 2003. [1] When an inverse problem is solved to estimate an unknown function such as the hydraulic conductivity in an aquifer or the contamination history at a site, one constraint is that the unknown function is known to be everywhere nonnegative. In this work, we develop a statistically rigorous method for enforcing function nonnegativity in Bayesian inverse problems. The proposed method behaves similarly to a Gaussian process with a linear variogram (i.e., unrestricted Brownian motion) for parameter values significantly greater than zero. The method uses the method of images to define a prior probability density function based on reflected Brownian motion that implicitly enforces nonnegativity. This work focuses on problems where the unknown is a function of a single variable (e.g., time). A Markov chain Monte Carlo (MCMC) method, specifically, a highly efficient Gibbs sampler, is implemented to generate conditional realizations of the unknown function. The new method is applied to the estimation of the trichloroethylene (TCE) and perchloroethylene (PCE) contamination history in an aquifer at Dover Air Force Base, Delaware, based on concentration profiles obtained from an underlying aquitard. INDEX TERMS: 1831 Hydrology: Groundwater quality; 1869 Hydrology: Stochastic processes; 3260 Mathematical Geophysics: Inverse theory; KEYWORDS: stochastic inverse modeling, contaminant source identification, inference under constraints, Markov chain Monte Carlo (MCMC), Gibbs sampling, Bayesian inference Given a terabyte click log, can we build an efficient and effective click model? It is commonly believed that web search click logs are a gold mine for search business, because they reflect users' preference over web documents presented by the search engine. Click models provide a principled approach to inferring user-perceived relevance of web documents, which can be leveraged in numerous applications in search businesses. Due to the huge volume of click data, scalability is a must. We present the click chain model (CCM), which is based on a solid, Bayesian framework. It is both scalable and incremental, perfectly meeting the computational challenges imposed by the voluminous click logs that constantly grow. We conduct an extensive experimental study on a data set containing 8.8 million query sessions obtained in July 2008 from a commercial search engine. CCM consistently outperforms two state-of-the-art competitors in a number of metrics, with over 9.7 better log-likelihood, over 6.2 better click perplexity and much more robust (up to 30 ) prediction of the first and the last clicked position. Getting a better understanding of user behavior is important for advancing information retrieval systems. Existing work focuses on modeling and predicting single interaction events, such as clicks. In this paper, we for the first time focus on modeling and predicting sequences of interaction events. And in particular, sequences of clicks. We formulate the problem of click sequence prediction and propose a click sequence model (CSM) that aims to predict the order in which a user will interact with search engine results. CSM is based on a neural network that follows the encoder-decoder architecture. The encoder computes contextual embeddings of the results. The decoder predicts the sequence of positions of the clicked results. It uses an attention mechanism to extract necessary information about the results at each timestep. We optimize the parameters of CSM by maximizing the likelihood of observed click sequences. We test the effectiveness of CSM on three new tasks: (i) predicting click sequences, (ii) predicting the number of clicks, and (iii) predicting whether or not a user will interact with the results in the order these results are presented on a search engine result page (SERP). Also, we show that CSM achieves state-of-the-art results on a standard click prediction task, where the goal is to predict an unordered set of results a user will click on.