Working Papers

Search Personalization Using Machine Learning

Hema Yoganarasimhan

Aug 14, 2017

Applied to data from search engine Yandex, this machine learning framework improved clicks to the top position by 3.5% and reduced average error in click rank by 9.4% over baseline. For marketers, the question is, how will users trade off the use of their individual data (albeit anonymized) with the gains of a better search experience?

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