The representation of belief as an important element in user intent analysis

The representation of
beliefs as an important
element in user intent
analysis.
Slideshare.Net/DatemeTubotamuno
@datemet
Name: Dateme Tubotamuno
Company name: SemanticGeek

@datemeT #BrightonSEO
I AM CURRENTLY
EXPLORING THE
SCOPE OF
INTENTION

CONSIDERED A
FOUNDATIONA
L CONCEPT IN
SOCIAL
COGNITION

PHILOSOPHERS
COMPUTER
SCIENTISTS
PSYCHOLOGISTS
INTENT IS OF INTEREST TO:

THE USER INTENT IS REDUCED TO
INFORMATIONAL
COMMERCIAL
TRANSACTIONAL
NAVIGATIONAL

GREAT
INTENT
FEATURE
SEMRUSH

BUT IT FOCUSES
MORE ON
INTENTIONALITY
AND NOT
INTENTION

WHAT’S THE DIFFERENCE BETWEEN
INTENTIONALITY AND INTENTION?

INTENTIONALITY
REFERS TO THE
QUALITY OF
ACTIONS

WHILE
INTENTIONS IS
THE MENTAL
STATE THAT
REPRESENTS
SUCH
ACTIONS

INTENTIONS(MENTAL STATE) OFTEN
OCCURS BEFORE INTENTIONALITY
(ACTION)

INTENTION OFTEN
REQUIRES A BELIEF
CONCEPT

BELIEF IS A
MENTAL
ATTITUDE
CONCERNED
WITH
ACTION

BELIEF IS A
CAUSAL
EXPLANATION

BELIEF IS A
MOTIVATIONAL
STATE

BELIEF IS AN INFORMATIONAL
STATE OF A SOFTWARE AGENT

BELIEF INCLUDES INFERENTIAL
RULES AND STATEMENTS

BELIEF AND INTENTION FORM THE
LENS OF THE BDI MODEL

BDI REFERS TO
*BELIEF *DESIRE *INTENTION

BDI IS A SOFTWARE
MODEL FOR
PROGRAMMING
INTELLIGENT AGENTS

INTENTIONS
ARE
FORMED
WHEN
DESIRES
INTEGRATE
WITH
BELIEFS

FOLK CONCEPT OF INTENTION:
REQUIRES INTENTION TO BE A
PRODUCT OF A BELIEF-DESIRE PAIR

Keyword: homes for sale Dartford
BDI: They want a new home in
Dartford for their kids to attend
grammar school.

DESIRE
INTENTION
BELIEF

BELIEF IS A
STRUCTURAL
SUPERSET OF
DESIRE

DESIRES ARE
DIRECTED AT
ANYTHING
AND DOES
NOT REQUIRE
A BELIEF
CONCEPT

Beliefs are supposed to
represent the world (or “aim at
truth”).

BDI Architecture
Source: Arnaldo Perez

BDI MODEL
COMPONENTS
PHILOSOPHICAL LOGICAL
SOFTWARE
ARCHITECTURE

HOW ARE BELIEFS
REPRESENTED?

BELIEFS ARE REPRESENTED BY A
SET OF SENTENCES

SENTENCES
DO NOT
CAPTURE
ALL
ASPECTS
OF BELIEF

BUT THEY ARE THE BEST
GENERAL-PURPOSE
REPRESENTATION

LOGICALLY CLOSED SET OF
SENTENCES

STORED IN A BELIEF SET OR BELIEF
DATABASE

@datemeT
#BrightonSEO
APPLYING BELIEF REPRESENTATION
TO THE REAL ESTATE INDUSTRY

@datemeT
#BrightonSEO
SOME
SOURCES OF
BELIEFS

BELIEF 1: Lack of properties coming to
market continues to support price

BELIEF 2: Prices have also
been buoyed by a lack of
competition on the market

BELIEF 3:
London
Property prices
to plummet as
buyers squeeze
out of capital?

BELIEF 4: Will house prices in UK
crash due to cost of living and
inflation?

The representation of belief as an important element in user intent analysis

Simply ascribing Intents at keyword
level is difficult

Keywords: UK House Prices
Transactional? Informational?

Intent
classification is
not an easy call

BUILDING A
MORE ROBUST
ANALYSIS
BASED ON
BELIEFS

FOR THE EXAMPLE KEYWORD:
‘UK HOUSE PRICES’

FOCUSING ON BELIEFS AS A
CAUSAL EXPLANATION

EVALUATING THE
INDEPENDENT VARIABLES TO
‘UK HOUSE PRICES.’

BASED ON THE 4 BELIEF
STATEMENTS WE EARLIER
IDENTIFIED.

UK House Prices
Lack of
properties
Inflation Cost of living
Lack of
competition

‘UK House prices’
excluding brand and
transaction concepts

A causal belief intent framework

Causal element of the timeseries

Co-integration to assess sensitivity

REMEMBER BELIEF DOES UPDATE
AND CHANGES

The representation of belief as an important element in user intent analysis

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