|The quantitative analysis of user behavior online
Prof. Prabhakar Raghavan, Yahoo!
Prabhakar Raghavan is the head of Yahoo! Labs. Raghavan's research interests include text and web mining, and algorithm design. He is a consulting professor of Computer Science at Stanford University and former editor-in-chief of the Journal of the ACM. He has co-authored two textbooks, on randomized algorithms and on information retrieval. Raghavan received his PhD from Berkeley and is a member of the National Academy of Engineering and a fellow of the ACM and of the IEEE. Prior to joining Yahoo!, he was the chief technology officer at Verity and has held a number of technical managerial positions at IBM Research.
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|Abstract. The Web has highlighted the need for computer science to work closely with the social and economic sciences. By blending principles from mechanism design, algorithms, machine learning and massive distributed computing, search engines have become good at optimizing monetization on sound scientific principles. The respresents a successful and growing partnership between computer science and microeconomics. When it comes to understanding how online users respond to the content and experiences presented to them, we have more of a lacuna in the collaboration between computer science and certain social sciences. Using a number of examples, we show that a critical element of this is the need to blend large-scale data analysis with smaller-scale focus groups and other techniques that are routine in the social sicences. We argue that this represents a need for a style of academic training - sociological insights driven by data mining - that does not exist today.|