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Bay Area Search - Mark Cramer - Surf Canyon CEO

  • Jan 23, 2013 · 6:30 PM

Dynamic Ranked Retrieval – “Unsticking” the SERP

Search is stuck. And, frequently, so too are searchers.  The problem stems from the fact that, as Jaime Teevan described, “Web queries are very short, and it is unlikely that a two- or three-word query can unambiguously describe a user’s information goal.” Search engines respond to this by attempting to divine the user’s intent by exploiting massive quantities of data prior to delivering a static SERP, but the onus of either unambiguously describing the intent, or digging through pages of “best guesses,” often falls upon the user. This can be a daunting task depending on the searcher’s skill and knowledge of the subject matter as well as the clarity of the information need.

Dynamic Ranked Retrieval addresses this problem by creating a fluid SERP that re-ranks results “on the fly” in response to real-time implicit feedback from the user.  The strongest signals are the immediate ones, and the half-life of their informational value is extremely short, so waiting until a subsequent query to exploit them is deficient. Adapting the SERP dynamically to a real-time model of inferred user intent built from implicit feedback will maximize relevance and searcher satisfaction without requiring additional effort. We will demonstrate the technology and present real-world data on the impact to IR.

Mark Cramer, CEO, founded Surf Canyon with the goal of transforming search from static lists of links into dynamic conversations in which the results move in response to real-time user signals. He has more than 19 years of technology industry experience, from engineer to executive, at companies including Hewlett-Packard in Grenoble, France and several start-ups in the Bay Area, such as Keynote Systems, NexTag and NetGeo, where he was CEO. Mark earned his BS in Electrical Engineering from MIT, where one of his projects included developing a search engine from scratch, and his MBA from Harvard Business School.

6:30 Eat & Greet

7:00 Talk - Great speakers, good food, free beer.

Event will be held at the eBay campus just off 17/880 @ Hamilton in the main Community building.  Look for lobby/flagpole.

Wifi: eBayGuest/BuyItNow!


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