Modeling and predicting user behavior in sponsored search

KDD, pp. 1067-1076, 2009.

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We presented a generative model based on a mixture of power laws, and showed how to predict user behavior on result sites using a set of user, query, site, and page features

Abstract:

Implicit user feedback, including click-through and subsequent browsing behavior, is crucial for evaluating and improving the quality of results returned by search engines. Several recent studies [1, 2, 3, 13, 25] have used post-result browsing behavior including the sites visited, the number of clicks, and the dwell time on site in order...More

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