Web-facing companies, including Amazon, eBay, Etsy, Facebook, Google, Groupon, Intuit, LinkedIn, Microsoft, Netflix, Shop Direct, StumbleUpon, Yahoo, and Zynga use online controlled experiments to guide product development and accelerate innovation. At Microsoft's Bing, the use of controlled experiments has grown exponentially over time, with over 200 concurrent experiments now running on any given day. Running experiments at large scale requires addressing multiple challenges in three areas: cultural/organizational, engineering, and trustworthiness. On the cultural and organizational front, the larger organization needs to learn the reasons for running controlled experiments and the tradeoffs between controlled experiments and other methods of evaluating ideas. We discuss why negative experiments, which degrade the user experience short term, should be run, given the learning value and long-term benefits. On the engineering side, we architected a highly scalable system, able to handle data at massive scale: hundreds of concurrent experiments, each containing millions of users. Classical testing and debugging techniques no longer apply when there are billions of live variants of the site, so alerts are used to identify issues rather than relying on heavy up-front testing. On the trustworthiness front, we have a high occurrence of false positives that we address, and we alert experimenters to statistical interactions between experiments. The Bing Experimentation System is credited with having accelerated innovation and increased annual revenues by hundreds of millions of dollars, by allowing us to find and focus on key ideas evaluated through thousands of controlled experiments. A 1% improvement to revenue equals more than $10M annually in the US, yet many ideas impact key metrics by 1% and are not well estimated a-priori. The system has also identified many negative features that we avoided deploying, despite key stakeholders' early excitement, saving us similar large amounts.

Online controlled experiments are at the heart of making data-driven decisions at a diverse set of companies, including Amazon, eBay, Facebook, Google, Microsoft, Yahoo, and Zynga. Small differences in key metrics, on the order of fractions of a percent, may have very significant business implications. At Bing it is not uncommon to see experiments that impact annual revenue by millions of dollars, even tens of millions of dollars, either positively or negatively. With thousands of experiments being run annually, improving the sensitivity of experiments allows for more precise assessment of value, or equivalently running the experiments on smaller populations (supporting more experiments) or for shorter durations (improving the feedback cycle and agility). We propose an approach (CUPED) that utilizes data from the pre-experiment period to reduce metric variability and hence achieve better sensitivity. This technique is applicable to a wide variety of key business metrics, and it is practical and easy to implement. The results on Bing's experimentation system are very successful: we can reduce variance by about 50%, effectively achieving the same statistical power with only half of the users, or half the duration.

Online controlled experiments are often utilized to make data-driven decisions at Amazon, Microsoft, eBay, Facebook, Google, Yahoo, Zynga, and at many other companies. While the theory of a controlled experiment is simple, and dates back to Sir Ronald A. Fisher's experiments at the Rothamsted Agricultural Experimental Station in England in the 1920s, the deployment and mining of online controlled experiments at scale--thousands of experiments now--has taught us many lessons. These exemplify the proverb that the difference between theory and practice is greater in practice than in theory. We present our learnings as they happened: puzzling outcomes of controlled experiments that we analyzed deeply to understand and explain. Each of these took multiple-person weeks to months to properly analyze and get to the often surprising root cause. The root causes behind these puzzling results are not isolated incidents; these issues generalized to multiple experiments. The heightened awareness should help readers increase the trustworthiness of the results coming out of controlled experiments. At Microsoft's Bing, it is not uncommon to see experiments that impact annual revenue by millions of dollars, thus getting trustworthy results is critical and investing in understanding anomalies has tremendous payoff: reversing a single incorrect decision based on the results of an experiment can fund a whole team of analysts. The topics we cover include: the OEC (Overall Evaluation Criterion), click tracking, effect trends, experiment length and power, and carryover effects.

In this article, we report our efforts in mining the information encoded as clickthrough data in the server logs to evaluate and monitor the relevance ranking quality of a commercial web search engine. We describe a metric called pSkip that aims to quantify the ranking quality by estimating the probability of users encountering non relevant results that cost them the efforts to read and skip. A search engine with a lower pSkip is regarded as having a better ranking quality. A key design goal of pSkip is to integrate the findings from two sets of user studies that utilize eye-tracking devices to track users' browsing patterns on the search result pages, and that use specially instrumented browsers to actively solicit users' explicit judgments on their search activities. We present the derivation of the maximum likelihood estimation of pSkip and demonstrate its efficacy in describing the user study data. The mathematical properties of pSkip are further analyzed and compared with several objective metrics as well as the cumulated gain method that uses subjective judgments. Experimental data show that pSkip can measure aspects of the search quality that these existing metrics are not designed or fail to address, such as identifying the real search intents expressed in the ambiguous queries. Although effective and superior in many ways, we also report a series of experiments that show pSkip may be influenced by system issues that are not directly related to relevance ranking, suggesting that measurements complementary to pSkip are still needed in order to form a holistic and accurate characterization of the ranking quality.

Personal names are an important kind of Web queries in Web search, and yet they are special in many ways. Strategies for retrieving information on personal names should therefore be different from the strategies for other types of queries. To improve the search quality for personal names, a first step is to detect whether a query is a personal name. Despite the importance of this problem, relatively little previous research has been done on this topic. Since Web queries are usually short, conventional supervised machine-learning algorithms cannot be applied directly. An alternative is to apply some heuristic rules coupled with name-term dictionaries. However, when the dictionaries are small, this method tends to make false negatives; when the dictionaries are large, it tends to generate false positives. A more serious problem is that this method cannot provide a good trade-off between precision and recall. To solve these problems, we propose an approach based on the construction of probabilistic name-term dictionaries and personal name grammars, and use this algorithm to predict the probability of a query to be a personal name. In this paper, we develop four different methods for building probabilistic name-term dictionaries in which a term is assigned with a probability value of the term being a name term. We compared our approach with baseline algorithms such as dictionary-based look-up methods and supervised classification algorithms including logistic regression and SVM on some manually labeled test sets. The results validate the effectiveness of our approach, whose F1 value is more than 79.8%, which outperforms the best baseline by more than 11.3%

In this paper, we present the tools standardized by MPEG-7 for describing the semantics of multimedia. In particular, we focus on the abstraction model, entities, attributes and relations of MPEG-7 semantic descriptions. MPEG-7 tools can describe the semantics of specific instances of multimedia such as one image or one video segment but can also generalize these descriptions either to multiple instances of multimedia or to a set of semantic descriptions. The key components of MPEG-7 semantic descriptions are semantic entities such as objects and events, attributes of these entities such as labels and properties, and, finally, relations of these entities such as an object being the patient of an event. The descriptive power and usability of these tools has been demonstrated in numerous experiments and applications, these make them key candidates to enable intelligent applications that deal with multimedia at human levels.