Modern Search: Using ML & NLP advances to enhance search and discovery

1. Grant Ingersoll, @gsingers Modern Search Using ML & NLP advances to enhance search and discovery

5. - Keyword Search AKA Classical Search AKA Sparse Vector Search “Reports of my death have been greatly exaggerated”

7. The term information need is often understood as an individual or group's desire to locate and obtain information to satisfy a conscious or unconscious need. https://en.wikipedia.org/wiki/Information_needs

8. Query Understanding Ranking Content Understanding

9. Content Understanding

10. Content Classification vs. Content Annotation Technology Machine Learning Artificial Intelligence

11. Embeddings

12. Embeddings for supervised and unsupervised ML. Unsupervised: ● Synonyms ● Content Similarity Does not require labeled training data! Supervised: ● Content Classification ● Content Annotation Requires labeled training data!

13. And you can use embeddings for dense retrieval.

14. Ranking Ranking <> Relevance!

15. Multi-phase ranking Learning to Rank (LTR)

16. Three Approaches to LTR • Pointwise — Use an ML model to predict the score of a doc for a query • Pairwise — Use an ML model to compare pairs of documents for a query • Listwise — Try to predict the whole list for a query

17. Requirements • Judgments — either implicit or explicit (or both) • Query logs — with positive and negative examples, along with position and other metadata (sessions, etc.) • Metrics: precision/recall, MRR, (N)DCG • Nice to have: A/B testing framework

18. LTR and ML • Deep learning approaches are considered SOTA (state of the art), but LTR can still be done e ff ectively using tools like XGBoost at much less expense • Your baseline matters in LTR (BM25, out of the box scoring in your engine) • Investigate click models as a means to better leverage your query logs. • See “Click Models for Web Search” — https://clickmodels.weebly.com/the- book.html

19. Query Understanding Ranking <> Relevance!

20. Query understanding is about queries, not results.

21. Query understanding often leads to query rewriting. User Query: all things upon news (all things open) (“all things open”) ((all things) (things open)) (type:conference) (all things upon) … Boost by recency

22. Increasing Recall: Query Expansion blow up jacuzzi ((blow up) OR inflatable) AND (jacuzzi OR (hot tub))

23. Increasing Recall: Query Relaxation cat eating sushi shirt

24. Increasing Precision: Query Segmentation hot dog

25. Query Classification otterbox pixel 6

26. Query classification usages

27. Classify frequent queries manually or heuristically Classify head queries manually. Torso: use dominant clicked category. Tail? Note: tail queries are often highly correlated with head queries! Use both as training data!

28. Query Understanding and ML • ML, esp. neural approaches, is fast and e ff ective at classifying queries as well as aiding in query expansion, when done with care • Requirements: • Query logs • Categories for associated clicked docs or some other labels • Super simple training data creation: query->clicked document->category of docs

29. Recommendations Photo by Qingbao Meng on Unsplash

30. Recommendations • Now • Get your logs, metrics and testing house in order • UI/UX goes a long way (e.g. autocomplete, other best practices) • Query Understanding: classify queries • ML for LTR (or at least a statistical model based on clicks) • Next • Explore hybrid matching approaches using embeddings and dense vector search functionality • Use embeddings for content annotation ( fi ltered) and classi fi cation • Later • Consider moving to an engine that has native support for hybrid or neural only as it adds more functions or your data/ monetization goals warrant • If it’s a new project, I’d start with an engine that supports both

31. Neural Search Pros and Cons • Pros • Where the action/$$$ is • Word Sense Disambiguation & Synonyms built-in • Long Queries, Q&A • Multi-modal content (images, audio, text) • Cons • Explainability • Compute costs • Domain portability? • Ranking factors

32. Search Architecture Query Classi fi er(s) Spelling & Normaliz ation Query * Categorize query * Set Search Strategy * Label query parts Models … Neural/Q&A Knowledge Graph (caveat emptor!) Classical IR LTR Rules & Aggre gator

33. Questions?

34. Shameless Plug Search Fundamentals — 2 week class - Starts June ’23 Search with Machine Learning — 4 weeks Both taught by Daniel Tunkelang and Grant Ingersoll Search Engineering — 4 weeks - Starts 4/4 Taught by Grant Ingersoll and Dave Anderson https://corise.com/#search-track?utm_source=daniel Discount code: GRANT10 for 10% o ff our next run

35. Get in Touch @gsingers gsi@develomentor.com https://www.linkedin.com/in/grantingersoll/

36. Resources • Dense Vectors: Capturing Meaning with Code (https://www.pinecone.io/learn/ dense-vector-embeddings-nlp/) • https://sease.io/2021/12/using-bert-to-improve-search-relevance.html

Modern Search: Using ML & NLP advances to enhance search and discovery

Modern Search: Using ML & NLP advances to enhance search and discovery

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Modern Search: Using ML & NLP advances to enhance search and discovery