Lessons and Challenges from Product Search
Daniel Rose, A9
Different Domains, Different Solutions
- Traditional IR,
- Enterprise search
- Web search
- Product Search
How are the issues different? Let's go back to user goals...
The Goals of Web Search
- Understsanding user goals in web search paper
Why do people search on Amazon?
- When they want to buy something?
Even ignoring the non-buying issues..
The Goals of the product Search
- Depends on where you are in the buying funnel.
-- Top: awareness, then Desire, then Interest, finally Action
St. Elmo Lewis, 1898
- Provide the right tools at the right stage in the process.
[roller coaster]
- toys and games
- sort by average customer review
- sort by price (is actually hard: new vs. used, amazon vs. third-party, etc...)
Different Tools for Different Stages
- Product search shows more fluid movement between searching and browsing behavior (relying on faceted metadata)
- Because of the nature of the search task?
- Because of the interfaces?
What Amazon Queries Look Like
- [which old testament book best represent the chronological structure]
- [shipping rates for amazon]
- [long black underbust corset] - still looking
- vs ISBN number -> about to buy it
Context is King
- Some facets for Dresses vs. Digital Cameras
- The problem of facet selection
- Not a one size fits all UI solution for different facet types
- We can interpret your query in a smarter way: [timberland] boots inside shoes is a brand
- Timberland in music -> Timbaland the band
Amazon is a MarketPlace...
- So search must be realtime
-- new products
-- new merchants
-- prices being changed all the time
Structured Data: "It's a gift... and a curse"
- Unlike the web search, we know the semantics of different bits of text
- We know what fields are important for customers (e.g. brand)
- A large degree of quality control (less adversarial problems)
- We don't have to do sentiment analysis to know if a review is positive/negative
A Curse
- Search engine needs to have both DBMS-like "right answer" behavior and IR-like "best answer" behavior
- Tradiontional IR mechanisms don't always work well for structured data
-- e.g. naive tf x idf
What happens when one of the fields is order of magnitudes bigger than others?
-- Search inside the book vs. brand name
- What happens when you don't have all the fields all the time? (missing data)
-- ratings, reviews correlate with user satisfaction, but it may not be there
Using Behavioral Data
- Powerful source of information for any search engine
- When is using behavioural data an invasion of privacy (or just plain creep), and when is it better for users?
- Customers of a business seem more comfortable with that business learning from past behavior.
Interpreting Behavioral Signals
Example: Are search result clicks good and bad?
- How many clicks are best?
-- 1: the customer found what their are looking for right away
-- many: comparison shopping and are looking around at multiple items
-- zero: the search result contained all the information necessary
Also, some items are inherently "click attractive", e.g. a book with a sexy cover
Why is web search so hard... to evaluation? 2004
Evaluating Product Search Relevance
Common argument
-- Customers to to a shopping site to buy stuff
-- if a search engine change leads to customers buying mor stuff, they must have had their search need met more effectively.
-- Therefore, relevance can be measured by how much customers buy.
What's wrong with this argument?
-- besides ignoring the rest of the buying funnel, and that someone is ready to buy.
The A/B Test Mystery
- Compare ranking algorithms A and B
- Assign half of users A and half to B
- And the end the avg. revenue is higher in A than B.
-> algorithm A could be better than B, or Algorithm A could be recommending higher priced items than B
-> Algorithm A could be recommending completely unrelated, but very popular items.
Lessons from IR
One idea: Generalizing the buying funnel
- The information seeking funnel
- Wandering: no information seeking goal in mind
- Exploring: have a general goal, but not a plan on achieving
-Seeking: have started to identify info needs that must be satisfied, but needs are open-ended
-Asking: have a very specific information need corresping to a closed class question
Published in: The information seeking funnel, 2008.
Summary
- Start thinking about how to meet user needs before user knows she has a need
- Offer different interaction mechanisms for different parts of the information seeking process
- Let type of content influence the way search works
- Design for realtime
- Interpret behavioral data carefully
- Exploit Structure when have it
- Exploit context when you have it