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«Learning Implicit User Interest Hierarchy for Web Personalization by Hyoung-rae Kim A dissertation submitted to Florida Institute of Technology in ...»

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Learning Implicit User Interest Hierarchy for

Web Personalization

by

Hyoung-rae Kim

A dissertation submitted to

Florida Institute of Technology

in partial fulfillment of the requirements

for the degree of

Doctor of Philosophy

in

Computer Science

Melbourne, Florida

May 2005

TR-CS-2005_12

© Copyright 2005 Hyoung-rae Kim

All Rights Reserved

The author grants permission to make single copies ___________________________

Learning Implicit User Interest Hierarchy for Web Personalization a dissertation by Hyoung-rae Kim Approved as to style and content Philip K. Chan, Ph.D.

Associate Professor, Computer Sciences Dissertation Advisor Debasis Mitra, Ph.D.

Associate Professor, Computer Sciences Marius-Calin Silaghi, Ph.D.

Assistant Professor, Computer Sciences Alan C. Leonard, Ph.D.

Professor, Biological Sciences William D. Shoaff, Ph.D.

Associate Professor, Computer Sciences Department Head Abstract Learning Implicit User Interest Hierarchy for Web Personalization by Hyoung-rae Kim Dissertation Advisor: Philip K. Chan, Ph.D.

Most web search engines are designed to serve all users in a general way, without considering the interests of individual users. In contrast, personalized web search engines incorporate an individual user's interests when choosing relevant web pages to return. In order to provide a more robust context for personalization, a user interest hierarchy (UIH) is presented. The UIH extracts a continuum of general to specific user interests from web pages and generates a uniquely personalized order to search results.

This dissertation consists of five main parts. First, a divisive hierarchical clustering (DHC) algorithm is proposed to group words (topics) into a hierarchy where more general interests are represented by a larger set of words. Second, a variable-length phrase-finding (VPF) algorithm that finds meaningful phrases from a web page is introduced. Third, two new desirable properties that a correlation function should satisfy are proposed. These properties will help understand the general characteristics of a correlation function and help choose or devise correct correlation functions for an application domain. Fourth, methods are examined that (re)rank the results from a search engine depending on user interests based on the contents of a web page and the UIH. Fifth, previously studied implicit

–  –  –

new indicators are examined in more detail as well.

Experimental results indicate that the personalized ranking methods presented in this study, when used with a popular search engine, can yield more relevant web pages for individual users. The precision/recall analysis showed that our weighted term scoring function could provide more accurate ranking than Google on average.

–  –  –

List of Figures ----------------------------------------------------------------------------------------- x List of Tables -----------------------------------------------------------------------------------------xii Acknowledgements ---------------------------------------------------------------------------------xiii

1. Introduction --------------------------------------------------------------------------------------- 1

1.1. Motivation ----------------------------------------------------------------------------------- 2

1.2. Problem Statement ------------------------------------------------------------------------- 4

1.3. Approach ------------------------------------------------------------------------------------ 7

1.4. Key Contributions -------------------------------------------------------------------------- 9

1.5. Dissertation Organization ----------------------------------------------------------------10

2. Learning Implicit User Interest Hierarchy for Context in Personalization --------------12

2.1. User Interest Hierarchy -------------------------------------------------------------------14

2.2. Building User Interest Hierarchy--------------------------------------------------------17 2.2.1. Algorithm --------------------------------------------------------------------------17 2.2.2. Correlation Functions ------------------------------------------------------------23 2.2.2.1. AEMI--------------------------------------------------------------------------23 2.2.2.2. AEMI-SP ---------------------------------------------------------------------24 2.2.2.3. Other Correlation Functions------------------------------------------------26 2.2.3. Threshold-finding Methods -----------------------------------------------------27 2.2.3.1. Valley -------------------------------------------------------------------------28 2.2.3.2. MaxChildren -----------------------------------------------------------------29 2.2.3.3. Other Threshold-finding Methods-----------------------------------------30 2.2.4. Window Size and Minimum Size of a Cluster--------------------------------30

2.3. Experiments --------------------------------------------------------------------------------31 2.3.1. Experimental Data and Procedures---------------------------------------------31 2.3.2. Evaluation Criteria ---------------------------------------------------------------32

2.4. Results and Analysis ----------------------------------------------------------------------34 2.4.1. Building UIH with Only Words as Features ----------------------------------34 v 2.4.1.1. Correlation Functions -------------------------------------------------------34 2.4.1.2. Threshold-finding Method--------------------------------------------------35 2.4.1.3. Window Size -----------------------------------------------------------------35 2.4.2. Building UIH with Words and Phrases as Features--------------------------37





2.5. Summary------------------------------------------------------------------------------------39

3. Identifying Variable-Length Meaningful Phrases with Correlation Functions ---------40

3.1. Variable-length Phrases ------------------------------------------------------------------42 3.1.1. VPF Algorithm--------------------------------------------------------------------42 3.1.2. Correlation Functions ------------------------------------------------------------48

3.2. Experiments --------------------------------------------------------------------------------50 3.2.1. Experimental Data and Procedures---------------------------------------------50 3.2.2. Evaluation Criteria ---------------------------------------------------------------52

3.3. Results and Analysis ----------------------------------------------------------------------54 3.3.1. With-pruning vs. Without-pruning ---------------------------------------------54 3.3.2. Analysis with Exact Match------------------------------------------------------54 3.3.2.1. Top 10 Methods--------------------------------------------------------------55 3.3.2.2. Comparing with Human Subjects -----------------------------------------57 3.3.3. Analysis with Simple Match ----------------------------------------------------58

3.4. Summary------------------------------------------------------------------------------------59

4. Analysis of Desirable Properties of Correlation Functions between Two Events ------61

4.1. Desirable Properties of a Correlation Function----------------------------------------63 4.1.1. Enhancing Property 1 ------------------------------------------------------------64 4.1.2. Additional Desirable Properties ------------------------------------------------64

4.2. Experiments --------------------------------------------------------------------------------68 4.2.1. Experimental Data and Procedures---------------------------------------------68 4.2.2. Evaluation Criteria ---------------------------------------------------------------69

4.3. Results and Analysis ----------------------------------------------------------------------71 4.3.1. Comparing Properties: Old verses New ---------------------------------------71 4.3.2. Comparison Based upon Property 1 -------------------------------------------73 4.3.3. Comparison Based upon Property 6 -------------------------------------------73 4.3.4. Normalized Results – Property 7 -----------------------------------------------74 vi

4.4. Summary------------------------------------------------------------------------------------75

5. Personalized Ranking of Search Results with Implicitly Learned User Interest Hierarchies---------------------------------------------------------------------------------------78

5.1. Personalized Results ----------------------------------------------------------------------80

5.2. Approach -----------------------------------------------------------------------------------81 5.2.1. Four Characteristics of a Matching Term -------------------------------------82 5.2.1.1. Level/Depth of a UIH Node------------------------------------------------83 5.2.1.2. Length of a Term ------------------------------------------------------------84 5.2.1.3. Frequency of a Term --------------------------------------------------------84 5.2.1.4. Emphasis of a Term ---------------------------------------------------------85 5.2.2. Scoring a Term--------------------------------------------------------------------85 5.2.2.1. Uniform Scoring -------------------------------------------------------------85 5.2.2.2. Weighted Scoring------------------------------------------------------------86 5.2.3. Scoring a Page --------------------------------------------------------------------87 5.2.4. Incorporating Public Page Score -----------------------------------------------88

5.3. Experiments --------------------------------------------------------------------------------89

5.4. Results and Analysis ----------------------------------------------------------------------91 5.4.1. Interesting Web Page-------------------------------------------------------------92 5.4.1.1. Top Link Analysis -----------------------------------------------------------92 5.4.1.2. Statistical Significance ------------------------------------------------------93 5.4.1.3. Precision/Recall Analysis---------------------------------------------------94 5.4.1.4. Varying Personal Weight ---------------------------------------------------95 5.4.2. Potentially Interesting Web Page-----------------------------------------------98 5.4.2.1. Top Link Analysis -----------------------------------------------------------98 5.4.2.2. Statistical Significance ------------------------------------------------------98 5.4.2.3. Precision/Recall Analysis---------------------------------------------------99 5.4.2.4. Varying Personal Weight ------------------------------------------------- 102

5.5. Summary---------------------------------------------------------------------------------- 102

6. Implicit Indicators for Interesting Web Pages --------------------------------------------- 105

6.1. Implicit Interest Indicators ------------------------------------------------------------- 107 6.1.1. Complete Duration ------------------------------------------------------------- 107 vii 6.1.2. Active Window Duration ------------------------------------------------------ 107 6.1.3. Look At It Duration ------------------------------------------------------------ 108 6.1.4. Distance of Mouse Movement ------------------------------------------------ 108 6.1.5. Number of Mouse Clicks ------------------------------------------------------ 109 6.1.6. Distance of Scrollbar Movement --------------------------------------------- 110 6.1.7. Number of Scrollbar Clicks --------------------------------------------------- 110 6.1.8. Number of Key UP and Down------------------------------------------------ 111 6.1.9. Size of Highlighting Text------------------------------------------------------ 111 6.1.10. Other Indicators----------------------------------------------------------------- 112

6.2. Detecting Face Orientation------------------------------------------------------------- 112 6.2.1. Detecting Three Dots----------------------------------------------------------- 113 6.2.2. Learning Face Orientation----------------------------------------------------- 117 6.2.2.1. Input/Output Parameters -------------------------------------------------- 117 6.2.2.2. Learning Algorithm ------------------------------------------------------- 118

6.3. Experiments ------------------------------------------------------------------------------ 119 6.3.1. Experimental Data and Procedures------------------------------------------- 119 6.3.2. Evaluation Criteria ------------------------------------------------------------- 120

6.4. Results and Analysis -------------------------------------------------------------------- 121 6.4.1. Visits with Maximum Duration----------------------------------------------- 121 6.4.2. All Visits------------------------------------------------------------------------- 122 6.4.3. Other Indicators----------------------------------------------------------------- 125

6.5. Summary---------------------------------------------------------------------------------- 128

7. Related Work ---------------------------------------------------------------------------------- 130

7.1. Web Information Retrieval------------------------------------------------------------- 130 7.1.1. Basics of a WIR System ------------------------------------------------------- 132 7.1.1.1. Lexical Analysis ----------------------------------------------------------- 132 7.1.1.2. Phrase ----------------------------------------------------------------------- 133 7.1.2. Clustering Web Contents ------------------------------------------------------ 136 7.1.3. Predicting Navigation ---------------------------------------------------------- 138 7.1.4. Personalized Contents---------------------------------------------------------- 139 7.1.5. Assisting Personal Information ----------------------------------------------- 142 viii 7.1.6. Implicit Detection of User’s Characteristics -------------------------------- 142

7.2. User Modeling --------------------------------------------------------------------------- 144 7.2.1. Adaptive Hypermedia---------------------------------------------------------- 145 7.2.2. Human Behavior Based User Model----------------------------------------- 146 7.2.3. Contents Based User Model--------------------------------------------------- 149 7.2.4. Hybrid Way Based User Model ---------------------------------------------- 151 7.2.5. Explicit/Implicit Way of Building a User Model -------------------------- 151



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