Artificial Intelligence , Machine Learning
“That’s Not What I Meant!” How Head-Tail Analysis Increases Conversions
Head-tail analysis is a machine learning technique that reveals opportunities to boost conversions and create a better customer experience.
byAndy Wibbels
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Head-tail analysis is a machine learning technique that improves the user experience for search applications. This Lucid Thoughts video explains head-tail analysis and how to optimize the search experience from head to torso to tail. Watch now:
If we plot the frequency of search terms on a scale from most frequent to the least, we get a distribution with:
- A head. The head consists of queries that people search for frequently or occur frequently in a set of data. Most applications and sites see a majority of clicks and successful outcomes – like engagement, views or purchases – related to these terms.
- The torso. Torso queries occur less often than the head and lead to fewer clicks. Sometimes the user gets what they are looking for – sometimes they don’t.
- The tail. Tail queries are queries that just go completely rogue and do not return anything close to what the user wants. So it doesn’t get lots of clicks or conversions giving the user a degraded experience.
Tail searches are missed opportunities.
Sometimes the searches we send to a site or application confuse the machine receiving them. There could be double meanings, misspellings, strange word choices, or other idiosyncrasies that lead to bad search results.
So how can we turn queries with no clicks into ones that do?
By letting the computer analyze user behavior and other signals, it’s able spot patterns to figure out the user’s intent.
With this type of analysis, AI can transform tail queries into head queries by fixing misspellings, weird word orders, or synonyms that need to be added to the synonym list. Simply by getting to know the user and their search patterns, machines can try and reduce the number of times the user says, “Wow, that’s not what I meant.”
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互联网产品运营:产品经理的10堂精英课
丁华、聂嵘海、王晶 / 电子工业出版社 / 2017-5 / 59
《互联网产品运营:产品经理的10堂精英课》共有10章,前9章分别从互联网产品运营的9个点入手,最后一章辅以案例,分析当下市场热门产品的运营模式。 第1章点明在运营产品之前需要经过缜密的策划,这样才能有明确的运营方向;第2章讲述产品运营的定位,有了准确的定位,运营才不会走偏;第3章描述用户运营,用户是一款产品的根本,没有用户,产品就是死的;第4章讲述内容运营的技巧,产品内容要怎么运营才能受到用......一起来看看 《互联网产品运营:产品经理的10堂精英课》 这本书的介绍吧!