Personalized click model through collaborative filtering

Click modeling aims to interpret the users' search click data in order to predict their clicking behavior. Existing models can well characterize the position bias of documents and snippets in relation to users' mainstream click behavior. Yet, current advances depict users' search actions only in a general setting by implicitly assuming that all users act in the same way, regardless of the fact that anyone, motivated with some individual interest, is more likely to click on a link than others. It is in light of this that we put forward a novel personalized click model to describe the user-oriented click preferences, which applies and extends matrix / tensor factorization from the view of collaborative filtering to connect users, queries and documents together. Our model serves as a generalized personalization framework that can be incorporated to the previously proposed click models and, in many cases, to their future extensions. Despite the sparsity of search click data, our personalized model demonstrates its advantage over the best click models previously discussed in the Web-search literature, supported by our large-scale experiments on a real dataset. A delightful bonus is the model's ability to gain insights into queries and documents through latent feature vectors, and hence to handle rare and even new query-document pairs much better than previous click models.