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SUMMARY:Robust Models of Mouse Movement on Dynamic Web Search Results Page
 s - Fernando Diaz\, Microsoft Research New York
DTSTART:20131001T130000Z
DTEND:20131001T140000Z
UID:TALK47643@talks.cam.ac.uk
CONTACT:Microsoft Research Cambridge Talks Admins
DESCRIPTION:Understanding how users examine result pages across a broad ra
 nge of information needs is critical for search engine design. Cursor move
 ments can be used to estimate visual attention on search engine results pa
 ge (SERP) components\, including traditional snippets\, aggregated results
 \, and advertisements.  However\, these signals can only be leveraged for 
 SERPs where cursor tracking was enabled\, limiting their utility for infor
 ming the design of new SERPs.  In this work\, we develop robust\, log-base
 d mouse movement models capable of estimating searcher attention on novel 
 SERP arrangements.  These models can help improve SERP design by anticipat
 ing searchers' engagement patterns given a proposed arrangement.  We demon
 strate the efficacy of our method using a large set of mouse-tracking data
  collected from two independent commercial search engines.
LOCATION:Auditorium\, Microsoft Research Ltd\, 21 Station Road\, Cambridge
 \, CB1 2FB
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