eBay Search Science, IEEE Big Data, April 3rd, 2015
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Transcript of eBay Search Science, IEEE Big Data, April 3rd, 2015
Welcome To
Director of Engineering
Search Science Recall & Spam
April 3, 2015
BRIAN JOHNSON
With more than 100 million active users globally, eBay is
the world's largest online marketplace, where practically
anyone can buy and sell practically anything. Founded in
1995, eBay connects a diverse and passionate community
of individual buyers and sellers, as well as small
businesses. Their collective impact on ecommerce is
staggering: In 2014, the total value of goods sold on eBay
was $82 billion -- more than $2,500 every second.
EBAY OVERVIEW
http://www.ebayinc.com/who
SEARCH
Users
+
Documents
Why we’re excited about data mining…
• We’re at an inflection point – customers are defining how they shop
– We are a data company
– 40+ Pb of data (listings, pictures, queries, clicks, sales, feedback, …)
– Many tests running orthogonally (in parallel with overlapping user slices)
– Nearly all users in one of more tests
– Many users per test, often millions
• Find patterns and insights drives our customer experience
• We’ve built successful teams of data scientists
We Are Data
Trends
Intelligence:Human Machine
Data: Small Big
Sources: Few Many
Context: Aggregate Detailed
What is Special for eBay Search?
•Commercial Intentions– Both the sellers and buyers have strong and clear intention
– Transactions happen on eBay, hence more behavior data
•Listings (Supply Side)– Given by sellers
– Semi-structured data
•Buyers (Demand Side)– Relevance matters (Browser vs. Searching)
– Price matters
– Seller trust/credit matters
– 70% eBay revenue starts with Search
QUERY INTENT
Fish Sticks
Demand Category
42%
Business & Industrial > Electrical & Test Equipment > Electrical Equipment & Tools >
Electrical Tools > Cable Pullers
10% Business & Industrial > Construction > Building Materials & Supplies > Electrical
9% Home & Garden > Tools > Other
7% Pet Supplies > Fish & Aquariums > Fish Pond Supplies
6% Business & Industrial > Light Equipment & Tools > Air Tools > Staplers
Keyword Expansion Test
Key Expansion Top Query
fishing sticker fish stickers fishing sticker
diaries diary vampire diaries
baggies baggie patagonia baggies
baggies baggy patagonia baggies
cranberries cranberry the cranberries
jogging jog jogging stroller
Key Expansion Top Query
fishing sticker fish stickers fishing sticker
diaries diary vampire diaries
baggies baggie patagonia baggies
baggies baggy patagonia baggies
cranberries cranberry the cranberries
jogging jog jogging stroller
Fishing Sticker
Demand Category
41%
eBay Motors > Parts & Accessories > Car & Truck Parts > Decals/Emblems/License
Frames > Decals & Stickers > Graphics Decals
28% Home & Garden > Home Decor > Decals, Stickers & Vinyl Art
12% Sporting Goods > Fishing > Novelties & Gifts
11% Sporting Goods > Fishing > Fishing Equipment > Decals, Stickers & Patches
3% Collectibles > Transportation > Automobilia > Decals & Stickers
Fish Stickers
Demand Category
53% Home & Garden > Home Decor > Decals, Stickers & Vinyl Art
24% Crafts > Scrapbooking & Paper Crafts > Embellishments > Stickers
16%
eBay Motors > Parts & Accessories > Car & Truck Parts > Decals/Emblems/License
Frames > Decals & Stickers > Graphics Decals
3% Sporting Goods > Fishing > Novelties & Gifts
1% Sporting Goods > Fishing > Fishing Equipment > Decals, Stickers & Patches
SEARCH RECALL
Query Rewrites
Query Rewrites at eBay
Query RewriteSearch
User Query
eBay Results
Search Query
User Query: pilzlampe {mushroom lamp}
Search Query: OR(pilzlampe, PHRASE(OR(pilz,pilze),OR(lampe,lampen)))
Example Query Services/Rewrites
• Stemming (ipod or ipods)
• Spelling (cannon or canon)
• Condition (new or condition=new)
• Synonyms (boat carpet or marine carpet)
• Space Synonyms (MarioKart > Mario Kart)
• Item Specifics (blue or color=blue)
• Acronyms (os = one size in CSA | Operating Systems in Electronics)
• Category (shoes or category=63850)
• Cross Border (site=0 and category =123) or (site=3 and category=456)
• Fitment (fits model=corolla)
• Term Removal (Harry Potter and the Order of the Phoenix (daily deal))
Category Expansion
Add Category Expansion
Stamps > Commonwealth/ British Colonial > Bermuda
Before After
Context Matters
Uncontexted expansions: cowboys cowboy
cowboys hats ≠ cowboy hats Plastic toy cowboys = plastic toy cowboy
Context & Specificity
Context
ATC > Armored Troop Carrier in Toys and Hobbies
ATC > Artist trading card in ART
ATC > Automatic Tool Change in Business and Industrial
Specificity/Directionality
Old > Antique
Yoga towels/mats > Yogitoes
Specificity
• Category based expansions
• Directional expansions
• Positive and Negative expansions
horsepower
Electronics Cars and Trucks
hp
Hewlett Packard
Acronym/Abbreviation Mining
•Acronyms/Abbreviations mined from raw text and query logs
•Look for patterns of text:
long form (short form)
short form (long form)
• Employ intelligent matching algorithms to mine candidates
• Schwartz et al: Greedy Match Algorithm
new cheap Playstation portable (PSP)
PlayStation 3 (PS3)
• Acronym discovered
PSP => PlayStation Portable
PS3 => PlayStation 3
• Candidates mined are fed to an ML classifier to remove false positives
Compound/Decompound Expansions
Add “acidwash” > “acid wash”
Before After
Space Synonyms and German Compound Words
•Sellers might list products in one form
•Buyers might search in another form
•We want to show results for both forms when any of these synonymous forms are searched
Germans Love Compound Words
Damenlederhose
-Damen lederhose
-Damen leder hose
Akustikgitarrenverstärker
-Akustik gitarrenverstärker
-Akustik gitarren verstärker
All these forms are equivalent
•German compound words can be arbitrarily created and
extremely longAdidastrainingsanzug (Adidas track suit)
Rindfleischetikettierungsüberwachungsaufgabenübertragungsgesetz
(beef labeling regulation & delegation of supervision law)
•Syntactically, words can be combined and split in many ways.
•Some words shouldn’t be de-compounded.beiden (both) – bei(at) den(the)
•Too many candidates forGranitpflastersteine (granite paving stones)
Granit(granite) pflastersteine(cobblestones)
Granit(granite) pflaster(paving/band-aid) steine(stones)
•Binding characters
Hochzeitsschuhe (grammatically correct, 593 hits on ebay.de)
Hochzeitschuhe (129 hits on ebay.de).
Hadoop Graph/Session Analysis
Bipartite Graphs
Keyword | Keyword Synonym Expansion
Keyword | Attribute Aspect Expansions
Keyword | Category Category Expansions, Related Search Diversity
Query | Query Related Search
Query | Item Related Search
Query Session Analysis
Successive Queries Synonyms, Related Search
Query Substitutions Synonyms
Same Session Correlation Related Search
Query Metrics
Click Through Rate
Purchase Attribution
Time to First Click, View Item, Purchase
Query Pair Price & Category Divergence
Query Pair Result Set Overlap
Result Count
Null/Low Result Set Expansion
DATA DRIVEN DECISIONSMETRICS & TESTING
Why?
www.wallpapertimes.com
$’s per year in
incremental revenue
METRICS
•What should we optimize
–Page Views
–Time on Site
–Click Through Rate
–Normalized Discounted Cumulative Gain
–Purchases per User per Session/Day/Week
–Revenue per User per Session/Day/Week
–Net Promoter Score
•How likely would you be to recommend …?
REVENUE
Every business focuses on and measures revenue.
Every business focuses on profit and loss.
And they should.
Experimental Variation By Day
Experimental Variation By Metric
FEATURES / FACTORS
Features: Mutual Information
• Rationale: The goal of this metric is determine if the co-occurrence of
the candidates in the description is significantly more than the
random chance of them co-occurring.
Features: Neighborhood Similarity
• Rationale: Two synonym candidates A and B, will tend to
have similar neighbors (viz keywords) surrounding them.
Intersection ( Neighbours(A) , Neighbours(b) )
Min (Neighbours(a), Neighbours(b))
Neighborhood similarity =
Features: KL divergence
• Rationale: Two synonym candidates will have similar
price and category distributions of their inventory.
EBAY OVERVIEW