Described herein is a system that facilitates modifying a relational model. The relational model is modified based at least in part upon an identity of a user, and the modified relational model is used to predict queries or advertisements that are of interest to the user. Examples of relational models that are modifiable include a Markov Logic Network, a probabilistic relational model, a BLOG relational model, a structural logistic regression relational model, a relational dependency network, or a probabilistic entity relationship model.