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E-Commerce & Google: Docsity.com's Role in Web Search & Ranking, Slides of Fundamentals of E-Commerce

An in-depth look into the role of docsity.com in e-commerce and web search, focusing on www searching and google. Topics covered include the structure of the www digraph, research areas such as graph representation, duplicate elimination, clustering, and ranking query results, and the 'abundance' problem and its solution using the core algorithm. The document also discusses the history and business model of google.

Typology: Slides

2012/2013

Uploaded on 07/29/2013

sharad_984
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Download E-Commerce & Google: Docsity.com's Role in Web Search & Ranking and more Slides Fundamentals of E-Commerce in PDF only on Docsity!

E-Commerce

WWW Searching and Google

WWW Digraph

  • More than 1 Billion Nodes (Pages)• Average Degree (links/Page) is 5-15.

(Hard to Compute!)

  • Massive, Distributed, Explicit Digraph

(Not Like Call Graphs)

“Abundance” Problem

http://simon.cs.cornell.edu/home/kleinber/

….. kleinber.html

  • Given a query find:
    • Good Content (“Authorities”)– Good Sources of Links (“Hubs”)
      • Mutually Reinforcing• Simple (Core) Algorithm

A H

T = {n Pages}, A = {Links}

X

p^

ε^

, p

ε

T

non-negative “Authority Weights”

Y

p^

ε^

, p

ε

T

non-negative “Hub Weights”

I^

operation

Update Authority Weights

X

p^

Y

q

O operation

Update Hub Weights

Y

p^

X

q

Normalize:

X

2

Y

2

(q,p)

ε^ A (p,q)

ε^ A

p

p^

ε^

T^

p^

ε^

T^

p

Convergence of (X

i, Y

i) = (OI)

i(Z,Z)

A =

n x n

“Adjacency Matrix”

Rewrite I and O:

X

A

TY

;^

Y

A

X

X

i^ = (A

TA)

i-

A

TZ

;^

Y

i^ = (AA

T)

iZ

AA

T^

Symm., Non-negative and Z = (1,1,…, 1)

X

  • = lim

X

i^

ω

(A 1

TA)

Y

  • = lim

Y

i^

ω

1

(AA

T)

i^  i^ 

8 8

Whole Algorithm (k,d,c)

q

Search Engine

|S| < k

Base Set T:

(In S, S

S) and <d links/page

Remove “Internal Links”Run Core Algorithm on TFrom Result (

X

,Y

), Select

C pages with max

X

  • values

C pages with max

Y

  • values

Approach to “Massiveness”:

Throw Out Most of G!!

  • Non-principal Eigenvectors correspond to

“Non-principal Communities”

  • Open (?):

Objective Performance CriteriaDependence on Search EngineNondeterministic Choice of S and T

Google History

•^

Founded in 1998 by Larry Page andSergey Brin, two Stanford Ph.D.candidates.

-^

Privately held company, whose backersinclude Kleiner Perkins Caufield & Byersand Sequoia Capital.

-^

Continues to win top awards for SearchEngines. Computer Scientists love it!!!

Business Model

•^

The company delivers services through its ownweb site at www.google.com and by licensing itssearch technology to commercial sites

-^

Advertising:^ – Premium Sponsorship – Purchase a keyword– AdWords – Manage your Ad text

I’d like to buy a Keyword

The advertiser’s text-based ad will appear at the top

of a Google results page whenever the keywordthey have purchased is included in a user'ssearch. The ads appear adjacent to, but are distinguished

from, the results listings.