Search 搜索

1. The Networked Economy (10):Information Management, Strategy, and Innovation网络经济：信息管理，战略，和创新 Search搜索

2. Search: Key Points搜索：议程 • Technolgoy技术 • Index检索 • Crawl (or spider)网页爬行程序 • Speed • Store everything  Need search  To be fast, need to build index 存储所有东西  需要搜索 索引能加快速度 • Trade-off: Results very fast, but pre-computing and storage needed权衡：结果迅速但需要预先计算和存储空间 • Relevance (algorithmic)关联度（算法） • Information production  Information finding  Information filtering / ranking信息产出 信息搜索 信息过滤/排序

3. Desktop search桌面搜索 • Money or Attention? • You pay with your money ; Buy software (e.g., X1 in 2005)用户付费购买软件: 软件开发（例如，X1 in 2005） • Pay with attention: Yahoo, Google, MSN search toolbar 用户付出注意力: 搜索工具栏 • Sites understand user behavior and situation better, can target ads better 获取用户行为和上网情境等信息, 改善定向广告效果

4. Search搜索 • Desktop • Build index桌面：建立检索 • Intranet is similar局内网很类似 • Web • How to find information, products, etc. on the web?如何在网络上寻找信息，产品等？

5. Find without search?无需搜索就能找到？ • 1. GUESS • If you know the location on the web (URL)如果知道确定的网络地址（主页、网址） • 2. BROWSE • Use directories 目录指南 • Organize manually using expert “surfers”由“网络冲浪”专家手工编制 • Does not scale. • Manual directories difficult to maintain!但是如规模太大则无法人工维护 • Organize using community of web users由网民社区编制 URL (Universal Resource Locator, e.g., http://www.ceibs.edu) is the address that identifies the web page URL（通用资源定位程序，如http://www.ceibs.edu）指定位网页的地址

6. Crawl爬行 • Early search engines 早期搜索引擎 • Basic idea 原理 • Crawl through web, following hyperlinks*通过超级链接在网页间中抓取 • Extract words from the page从网站中提取关键字 • Then build index of web 然后建立网页索引 • Match user input (search terms) to the index将关键字与用户输入信息（搜索项）比对 • *Example: <a href="http://www.weigend.com/"> Home of my professor.</a> Hyperlink: Takes you to another page when you click on it 超级链接：在用户点击后将用户带到另一个网页

7. Relevance (in organic search results)关联度（自然搜索结果） New problem: Relevance 新问题：关联度 • How to rank the pages? What to show on top?搜索结果如何排序？哪些显示在最前面? • What information can be used to help with this decision?哪些信息可以用来做这项决策？ • A) Within page同一网页上 • Location of search term on page搜索项在网页上的位置 • Number of occurrences of the search term on page 网页上搜索项出现的频率 • Metatags底标签 • B) Static: Link structure静态的: 链接结构 • E.g., Number of hyperlinks going into page指向某网页的外部超级链接数量 • Leverages other websites利用其它网站的访问情况 • C) Dynamic: Click behavior动态的:点击行为 • Choice within set of links用户如何在一系列链接中进行选择 • Action: Move results up or down　搜索结果上下移动 • Understand overall trajectory (eg for typos) 趋势分析（如错别字) • Q: What information does the user see?问题：用户看到的是哪些信息？ • Leverages users利用使用者的点击情况 • Example: google search for “weigend”　　例如： 在google上搜索“weigend” • 309,000 results returned for weigend, in 0.2 seconds显示约309,000条关于weigend的结果（仅用0.2秒）

8. Business models of search (sponsored search etc.)搜索商业模式（付费搜索等） • Search is a necessary competence…搜索是必须的功能 • Has become entry point to everything (or at least key necessity)已成为重要入口(至少是必备) • Customer has become empowered消费者能力增强 • Customer get smarter. Can’t fool them any more – Transparency empowers them, too消费者变得聪明，不能随便愚弄 - 透明度使他们更加聪明 • Power of community社区力量 • Other examples of search其他搜索举例 • Product search产品 • Books书

9. Search Inside the Book (Amazon.com, 2003)亚马逊图书内容全文搜索（2003)

10. Search statistics搜索统计 • 1 billion searches per day (2005.1 estimate)每天10亿次搜索(2005年1月估计) • 0.3 billion searches per day (2003.1)每天3亿次搜索(2003年1月) • Search statistics (January 2003)(searchenginewatch.com)搜索统计（2003年1月） • Unique users per month (google, 2003.06)每月用户实际人数(google, 2003.06) • 81.9 million 8,190万 • (Nielsen/NetRatings)

11. Vertical search垂直搜索 • Many internet businesses are essentially vertical search 许多网络公司本质上是垂直/纵向搜索 • Limitations of horizontal search?横向搜索的局限性？ • Complexity of products and services产品与服务的复杂性 • Domain knowledge专业领域知识 • Information often in deep web, not in surface web信息常处于深层网页，而非表层网页 • Travel旅游 • Aggregation: Intermediation and disintermediation信息聚合 / 中介与非中介

12. Vertical search垂直搜索 • Shopping comparison比价购物 • Initially: Spider sites, e.g., Amazon.com最初：网络蜘蛛，如亚马逊 • What should be Amazon’s response?亚马逊如何反应？ • Should they make it hard or easy?制造阻碍还是积极配合？ • Now feeds and web services达到双赢 • Business models for shopping comparison engines比价购物搜索引擎的盈利模式

13. Vertical search垂直搜索 Insurance comparison保险比价 • Market structure: Often through agents, health insurance often through employment市场结构：经常通过代理，健康险经常通过公司 • Essentially an information good本质上是信息产品 • Still a long way to go还有很长路要走

14. Vertical search垂直搜索 • Cars汽车 • 70% of customer do research on web before going to dealer在进店买之前，70%的人在网上搜索过 • Challenge: Dealer’s don’t think of their business as e-business挑战：经销商不认为他们从事的是电子商务 • Huge advertising budget, need to move to mixed channel marketing巨额的广告预算，需要利用多种渠道做整体市场营销 • Basically, car market can also be seen as vertical search基本上，汽车市场也可以被看作是垂直搜索。

15. Vertical search垂直搜索 • Real estate房地产 • Large part of the economy – most expensive purchase for most people经济的重大组成部分-对于大多数人来说是最贵的商品 • Market structure: 6% commission市场结构：6%佣金 • But: Real estate also is essentially a information search problem但本质上是信息搜索问题

16. Vertical search垂直搜索 • Music音乐 • Information sources信息来源 • Human ratings歌迷打分 • Meta data (Composer etc.) Meta数据（作曲家等） • Machine analysis机器分析 • Payment支付 • From buy (Possession) to rent (Subscription) 购买（拥有）还是租借（订阅） • China piracy rate: 92% of consumers are using pirated materials中国盗版率：92%消费者用盗版

17. Local search本地搜索 • Total market size: $90 billion (CitySearch)总体市场规模：$900亿(CitySearch) • Technology技术 • Know location of use via IP address or registration通过IP地址知道网民位置或注册 • Mobile: LBS (location based services) 收集： LBS（以地区为基础的服务）

18. People search人物搜索 • Dating and social networking sites网上交友和社会网络公司 • Note: Social networking companies are purely an information play注：社会网络公司是纯粹的信息服务 • Network effects key网络效应是关键 • The product is the customer产品就是客户 • The buyers are the inventory 买家成为存货 • Online dating platforms网络约会平台

19. Other examples其他例子 • Craigslist • No real-time chat 非实时聊天 • Local markets (San Francisco, New York etc)本地市场(旧金山、纽约等) • Monetization货币化 • Only people who post jobs pay贴招聘广告者付钱 • Genealogy家谱 • Amazing stories of people finding relatives花费大量精力寻根溯源

20. Personalized search个性化搜索 • Explicit显性的 • “Customization”:用户定制 • User tells interests explicitly用户告诉对何感兴趣 • Implicit隐性的 • Based on user’s past behavior基于你过去的行为 • Needs persistent history需长时间的历史信息 • Problem: Multiple personalities问题：多重个性 • a9, google giving access to entire search history on their platformsa9、google让你访问所有的搜索历史

21. Relevance is everything关联度最重要 • The Search Paradigm搜索范例 • 2.4 words, a few clicks, and done2.4个字，几次点击，就找到了 • Only possible if results are relevant搜索结果关联度很高时才可能 • Relevance is ‘speed’　关联度就是“速度” • Time from task initiation to resolution从任务开始执行到完成的时间 • Tmportant factors:重要因素： • Location of useful result　有用搜索结果的位置 • UI Clutter　接口的速度 • Latency　反应时间 • Relevance is relative　关联度是相对的 • Context dependent内容依赖 • E.g. ‘football’ in the UK vs the US例如，“football”在英国与在美国的含义就不同 • Task dependent任务依赖 • E.g. ‘mafia’ when shopping vs researching例如，“mafia”在购物与在研究中的含义也不同

22. Tune Ranking 可调节的排序 Evaluate Metrics评定标准 Relevance is hard to measure关联度很难测量 • Poorly defined, subjective notion定义不清晰，主观想法 • Depends on task, user context, etc.取决于任务，用户情境等 • Analysts have focused on surrogates that are easier to measure分析时关注更易测度的替代指标 • Index size, traffic, speed索引规模，流量，速度 • anecdotal relevance tests有趣的关联度测试 • e.g. Vanity queries　例如，空内容检索 • Methodology important需要用调查的方法 • Averaged over queries　检索要求平均 • Averaged over users　用户平均 • Development Cycle发展周期

23. User interface用户接口 • Relevance-ranked result lists　排序搜索结果 • Document summaries are critical文件摘要很重要 • Hit highlighting　加亮提示 • Dynamic abstracts　动态摘要 • Assisted search辅助搜索 • Spell correction拼写校正 • Specialized indices特定索引 • via Tabs通过标签 • Blended results　结果混杂 • Multiple sources多种来源 • Predefined segmentation　预先提炼信息池 • E.g. Paid listing　如付费列示 • Intermixed with results from other sources将结果与其他信息来源混杂 • E.g. News　例如新闻 • Localization本地化 • Country language experience语言组合与识别

24. Future Trends未来趋势 • Question answering　问题解答 • New contexts　新的领域 • Ubiquitous searching　无处不在的搜索 • Toolbars, desktop, phone　工具栏、桌面、电话等 • Implicit searching　模糊搜索 • Computed links　计算链接 • New tasks　新的任务 • E.g. Local search如本地搜索

25. Search: Summary搜索：总结 • No longer about filing and organizing, but about searching不再去归档或组织，而是去搜索 • Whether it’s about your email or knowledge in your companies可能是你的电子邮件，可能是你公司的内部信息和知识 • And then about ranking / sorting / relevance排序/索引分类/关联度 • Why does search replace directories / categories?为什么搜索会替代分类目录 • Can be done automatic, in contrast to manual categories自动执行，不同于手工目录