Rethinking Faceted Navigation for Online Marketing (2008)
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Transcript of Rethinking Faceted Navigation for Online Marketing (2008)
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Rethinking Faceted Navigation For Online Marketing
September 2008
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New rules
• People get to your site from Google– By following paid or organic links
• The visitor goes straight to a landing page
• The goal is to get them to characterize and then identify themselves– By answering a call to action
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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This changes a basic assumption of faceted navigation
Tired: drive traffic to start page, users zoom in
Wired: drive traffic to landing page, users zoom out then back in
Home page
Landing page(article)
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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We can refactor faceted navigation to accommodate this shift
• Zooming out from a landing page replaces zooming in from a start page– Because the user starts from (roughly) where
they want to be, we can make assumptions about their interests immediately
• Still faceted, but presentation and representation can be radically different than the norm
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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Faceted navigation supports two ways to zoom out
FV1FV2
…FVn
Article(depth = n)
“Learn more about {facet value} …”Topic page(depth = 1)
“See more by {facet} …”Related articles page
(depth = n - 1)
Copyright © 2008 Siderean Software, Inc. All rights reserved.
FV1FV2
…FVn
FV1FV2
…FVn
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Use standard facets/attributes for personalization + categorization• People are
characterized by:– Perspectives– Goals (= Problems )– Preconditions ( =
Constraints)– Decision making phases
• R&D• Downselecting vendor• Preapproval• Committed
• Content is characterized by:– Genres– Dates– Sources– Named entities
• Concepts• Persons• Organizations• Events• Places• Objects
– Popularity– Ranking– Marketing programs
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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Model the web site as a semilattice
All web site content
{ FV1 } { FVi } { FVn }
Article1 Articlem
{ FVj }
{ FVi, FVj } { FVi, FVn }
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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Collapse the semilattice by removing intermediate nodes
Topic page1 Topic pagei Topic pagen
Article1 Articlem
Topic pagej
Related articles pagei,j Related articles pagei,n
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Add edges between topic and article pages
Topic page1 Topic pagei Topic pagen
Article1 Articlem
Topic pagej
Related articles pagei,j Related articles pagei,n
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Article page
Content
See more
by(facet)
Title
Comments
CTA
CTA
CTA
Learn moreabout(topic)
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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Facet Values Visualization
Related articles page
Articles
CTA
CTA
CTA
Learn moreabout(topic)
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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Visitor Visualization
Topic page
Articles
CTA
CTA
CTA
Editorialcontent
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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Impact on nimbleness
• Effort reduced to three steps– Upload/bookmark and tag content
• Learn to predict tags and visitor characteristics – Bin tags into facets– Create ads to drive traffic to landing pages
• Visualization becomes automatic– Related article visualization automatically mapped to facet
• E.g., place = Gmap, date = timeline, subject = streamgraph– Topic visualization automatically generated from usage and
visitor characteristics• “Who’s interested in this topic?”
– We can even provide visualization of collapsed semilattice as tripartite graph in 3D
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Impact on scalability
Copyright © 2008 Siderean Software, Inc. All rights reserved.
• All pages can be precomputed and cached– Collapsing eliminates combinatorial explosion
of expensive-to-compute intermediate nodes– # pages to cache ≤ (# articles * (# facets + 1))
+ # topics • Can punt on free text search
– Use Google/Yahoo/MSN instead• Isn’t that how visitors got there in the first place?
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Impact on easiness
• All pages relevant to a landing page are two clicks away– Modulo paging and ranking
• Loss of fine-grained zoom– Can be restore by not collapsing semilattice, at cost of
ability to precompute and cache all pages• Can we expand approach to accommodate:
– Hierarchical facets?– Pivoting?
Copyright © 2008 Siderean Software, Inc. All rights reserved.
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Impact on driving action
• CTA on every page– Appropriate to context and visitor characteristics– The need to fill out a form is reduced to providing
contact information (email, phone, handle)• Page metadata provides implicit user characterization
• Every page SEO’d– Easy to crawl– Easy to optimize– All original content (if site specific to one customer)
Copyright © 2008 Siderean Software, Inc. All rights reserved.