Monetizing User Activity on Social Networks - Challenges and Experiences Meena Nagarajan, Amit P. Sheth KNO.E.SIS Center Wright State University M. Nagarajan, K. Baid, A. P. Sheth, and S. Wang, "Monetizing User Activity on Social Networks - Challenges and Experiences“, 2009 IEEE/WIC/ACM International Conference on Web Intelligence, Milan, Italy
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Monetizing User Activity on Social Networks - Challenges and Experiences
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Monetizing User Activity on Social Networks - Challenges and Experiences
Meena Nagarajan, Amit P. Sheth KNO.E.SIS Center
Wright State University
M. Nagarajan, K. Baid, A. P. Sheth, and S. Wang, "Monetizing User Activity on Social Networks - Challenges and Experiences“, 2009 IEEE/WIC/ACM
International Conference on Web Intelligence, Milan, Italy
Targeted Content Delivery
On social networks
Use case for this talk Targeted content = content-based
advertisements Target = user profiles
Content-based advertisements CBAs Well-known monetization model for online
content
Today - Content-based Ads
May 30,June 02 2009
Today - Ads on Profiles
June 01, 2009
What is going on here..
Interests do not translate to purchase intents Interests are often outdated.. Intents are rarely stated on a profile..
Cases that work New store openings, sales Highly demographic-targeted ads
People are there to network▪ User attention to ads is not guaranteed
Informal, casual nature of content▪ People are sharing experiences and events▪ Main message overloaded with off topic content
I NEED HELP WITH SONY VEGAS PRO 8!! Ugh and i have a video project due tomorrow for merrill lynch :(( all i need to do is simple: Extract several scenes from a clip, insert captions, transitions and thats it. really. omgg i cant figure out anything!! help!! and i got food poisoning from eggs. its not fun. Pleasssse, help? :(
1Learning from Multi-topic Web Documents for Contextual Advertisement, Zhang, Y., Surendran, A. C., Platt, J. C., and Narasimhan, M. , KDD 2008
What How Why People Write
Cultural Entities
Word Usages in self-presentation
Slang sentiments
IntentionsWHAT
WHY
HOW
Work and Preliminary Results in…
Identifying intents behind user posts on social networks Content with monetization potential
Identifying keywords for advertizing in user-generated content Interpersonal communication & off-topic
chatter
Investigations
User studies Hard to compare activity based ads to s.o.t.a Impressions to Clickthroughs
How well are we able to identify monetizable posts How targeted are ads generated using our
Identifying Monetizable Intents Scribe Intent not same as Web Search Intent1
People write sentences, not keywords or phrases
Presence of a keyword does not imply navigational / transactional intents ‘am thinking of getting X’ (transactional) ‘i like my new X’ (information sharing) ‘what do you think about X’ (information seeking)
1B. J. Jansen, D. L. Booth, and A. Spink, “Determining the informational, navigational, and transactional intent of web queries,” Inf. Process. Manage., vol. 44, no. 3, 2008.
From X to Action Patterns Action patterns surrounding an entity
How questions are asked and not topic words that indicate what the question is about
“where can I find a chotto psp cam” User post also has an entity
Conceptual Overview Bootstrapping to learn IS patterns
Set of user posts from SNSs
Not annotated for presence or absence of any intent
Bootstrapping to learn IS patterns
Generate a universal set of n-gram patterns; freq > f
S = set of all 4-grams; freq > 3
Generate set of candidate patterns from seed words
(why,when,where,how,what)
Sc = all 4-grams in S that extract seed words
Bootstrapping to learn IS patterns
User picks 10 seed patterns from Sc
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell
me where’….
Bootstrapping to learn IS patterns
Bootstrapping to learn IS patterns
Gradually expand Sis by adding Information Seeking patterns
from Sc
Sc = all 4-grams in S that extract seed
words
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell
me where’….
Bootstrapping to learn IS patterns
For every pis in Sis generate set of filler patterns
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell
me where’….
Bootstrapping to learn IS patterns
‘.* anyone know how’‘does .* know how’
‘does anyone .* how’ ‘does anyone know .*’
Look for patterns in Sc-Functional compatibility of filler- words used in similar semantic contexts
- Empirical support for filler
‘does anyone know how’
Expanding the Pattern Pool Functional properties / communicative
functions of words
From a subset of LIWC1
cognitive mechanical (e.g., if, whether, wondering, find) ▪ ‘I am thinking about getting X’
Over iterations, single-word substitutions, functional usage and empirical support conservatively expands Sis
Infusing new patterns and seed words
Stopping conditions
Sample Extracted Patterns
does anyone know how anyone know how to i dont know what know where i can tell me how to i dont know how anyone know where i does anyone know where does anyone know what anybody know how to anyone know how i im not sure what does anybody know how does anyone know why i was wondering how does anyone know when tell me what to im not sure how i was wondering what no idea how to
someone tell me how have no clue what does anyone know if i dont know if know if i can anyone know if i im not sure if i was wondering if idea what you are let me know how and i dont know now i dont know but i dont really was wondering if someone would like to see see what i can anyone have any idea wondering if someone could was wondering how i i do not want
Identifying Monetizable Posts Information Seeking patterns generated
offline
Information seeking intent score of a post Extract and compare patterns in posts with
extracted patterns Transactional intent score of a post▪ LIWC ‘Money’ dictionary ▪ 173 words and word forms indicative of transactions, e.g.,
trade, deal, buy, sell, worth, price etc.
Benchmarking – F8 Marketplace Training corpus
8000 user posts▪ MySpace Computers, Electronics, Gadgets
forum 309 unique new patterns, 263
unambiguous
Testing patterns for recall ‘To buy’ Marketplace – average 81 %
Identifying KeywordsOff-topic noise elimination
Identifying keywords in monetizable posts Plethora of work in this space
Off-topic noise removal is our focus
Keywords for Advertizing
I NEED HELP WITH SONY VEGAS PRO 8!! Ugh and i have a video project due tomorrow for merrill lynch :(( all i need to do is simple: Extract several scenes from a clip, insert captions, transitions and thats it. really. omgg i cant figure out anything!! help!! and i got food poisoning from eggs. its not fun. Pleasssse, help? :(
Conceptual Overview Topical hints
C1 - ['camcorder']
Keywords in post C2 - ['electronics forum', 'hd', 'camcorder', 'somethin',