Breaking the Binary: Preference-based data and the power of choice

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Yarden Jacobson
CTO & Co-Founder

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Elliott Saray
Senior Developer

Today, advertisers, marketers, brands and business owners have a wealth of digital tools at their fingertips that can help to grow their audience, engage with their users and lead them to check-out in the most direct way possible.

Technologies developed by companies such as Facebook and Google provide businesses with ways to market to their customers effectively, using retargeting and remarketing processes to build audiences online—alongside traditional web analytics.

The digital methods currently employed by businesses to build their audiences are effective for placing advertisements in front of them, though they lack a certain depth in terms of the data being captured and how it will be used to interact with them in the future.

Shallow Data, Data Blindness and Unactionable Data

Information captured digitally by marketing and advertising providers can be useful; deciphering what the mass of data captured by businesses actually means for their bottom line has proven to be difficult and often debilitating.

Peter Buell Hirsch writes in Overcoming data blindness; or do shrimp chew with their mouths open? for Journal of Business Strategy: “the explosion of data sets has led to a condition not unlike snow blindness – the harder we look the less we can see.

Data blindness and data exhaustion are two terms often used to describe an information overload. When businesses collect data, they tend to harvest absolutely everything they can about their audience, then have a difficult time processing the information into actionable insight.

Hirsch then goes on to say that “As the ability to identify, manage and extract powerful insights from larger data sets becomes an increasingly important source of competitive advantage, we need to develop more robust skills for leaders outside the lab.

Extracting powerful insights from data sets is a sore spot for many businesses due to the technical nature of data analysis. The calculations and procedures needed to transform binary data into comparative analyses typically fall under the responsibilities of data scientists; a role most businesses aren’t sure whether they can afford or where to look in order to fill the role. Sadly, the result is often a business left with a catastrophic mound of unactionable data.

Popular techniques of information collection deliver ample amounts of data to businesses: their users’ age, their gender, their location, their interests, and so forth. This information is valuable for businesses to understand who it is they want to provide for and can be glued together into the silhouette of a real user; the problem with these profiling attributes is that they are one-dimensional—they exist in a binary and cannot truly homogenise to form the correct representation of an end-user.

Additionally, advertising campaigns planned with trivial information like age, gender, location and interests have proven to underperform due to their blanket messaging nature and vaguely defined targeting.

So, how can businesses gather valuable, accurate and actionable data from their users while still broadening their audience?

How can a business, advertiser or marketer make sense of the storm of data existing on the world wide web?

How can a business collect actionable data the right way from the get-go?

At the risk of being sentimental, the answer is to listen.

A business must ask their end-users what they want and make decisions based on their answers—not what they think they already know. Businesses and end-users can communicate directly in a digital environment: an ecosystem designed for marketers and advertisers, focused on interactive commercial content.

Interactive Commercial Content

Whichit coined the term interactive commercial content when they brought a product to market that allows brands, marketers, publishers and other businesses to increase user engagement, open new revenue streams and gain actionable insights.

The Users Have a Say

The interactive commercial content offering from Whichit empowers more than just businesses. When a business runs a digital campaign with Whichit, (onsite, via Google Ads, via social media or in-store) they are giving their end-users a chance to tell them first-hand what they want, how they want to be addressed and their genuine preferences. Whichit collects concrete, first party data from real end-users in order to educate businesses regarding their audience.

 

Click on the example to see how business can know their end-users preferences>>> 

Test your knowledge: What is an example of Interactive Content?

When a business runs a marketing campaign with Whichit they can pinpoint specific users based on objective data they’ve willingly shared, rather than assumed demographic data.

A Choice in the Matter

Data collected by Whichit is not restricted to the binaries of traditional analytics, it is multi-dimensional. An advertisement on social media can only deliver static information: a user “likes” or comments on a post.

Whichit collects data about an end-user’s preference; a user prefers the red shoes over the blue ones. As opposed to the flat data the business would have received via social media—a user likes the red shoes—the business can take a multi-dimensional data point and use it to construct a user profile.

Best of all, the multi-dimensional preference data collected by Whichit grows exponentially with every vote: the user prefers the red shoes over the blue and also prefers the black jeans over the khakis—the business has gathered much more than two data points.

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Fuelled by the layered nature of data collected by Whichit, the company has also developed a machine learning algorithm that profiles end-users in real time based on their preferences. The machine learning algorithm can inform businesses with a digital DNA of user preferences, engagement and trend predictions, and the best message a business can use to convert end-users to paying customers.

Data-vision Goggles

Arguably the most difficult part of user profiling and data aggregation is actually assembling the information collected into something tangible and actionable. As previously mentioned, businesses are actively searching for tools that can pull them out of data blindness or data exhaustion and make sense of their numbers.

Whichit’s approach to data segmentation, analysis and reporting is to be as user-friendly and business-friendly as possible without sacrificing comprehension, granularity or detail while doing so. This outlook is clearly demonstrated in the company’s praise-garnering analytics dashboard—the numbers are clear and concise, with details readily available. The data presented is contextualised and actionable for a business.

Actionable Preference Data

Whichit’s analytics dashboard provides business users with valuable, actionable insights about their audience. The data presented to business users is digestible and comprehensive, allowing businesses to incorporate their learnings from Whichit into their offerings at a quicker and steadier pace.

Even before the event reaches Whichit’s analytics dashboard, the mechanism within every piece of interactive commercial content made within Whichit is able to deliver end-users commercial offers in real time.

The offer made to an end-user can be virtually anything, (a link, a coupon, a lead generation form, etc.) and the message delivered to the end-user is always tailored based on the choices they have made.

Commercial offers made at the precise time of engagement have proven to significantly outperform those made by retargeting & remarketing activities or pushing end-users down lengthy sales funnels.

About Whichit

Whichit is a B2B software company that develops and distributes a series of products for advertisers, brands, marketers and publishers alike. All products maintained by Whichit are built supporting the context of a question beginning with “Which” and are served via interactive commercial content platforms. Whichit’s services are intended to supply businesses with at least three added benefits:

  • Increased user engagement

  • Open new revenue streams

  • Gain actionable insights

 
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Interactive Commercial Content in Action

‘Get the Gloss’ is a site that unites the best in beauty and health. They work with leading makeup artists, hair stylists, nutritionists and wellness practitioners to bring their readers the expert view on news and trends in beauty and wellness, and create specialist guides to help readers be their happiest, healthiest self.

Looking to increase their brand awareness and lead generation, ‘Get The Gloss’ teamed up with Whichit and the luxury online shopping site ‘Avenue 32’. They created a brilliant contest, in which the audience would answer a 5-question Whichit Survey in the form of a native ad, on the Get The Gloss site, and enter their email for a chance to win a designer handbag of their choice filled with beauty products from the luxury fashion site.

At the end of the campaign the results were incredible. After publishing the Avenue 32 Whichit ad, Get The Gloss reached over 5,900 unique views, 75% engagement rate, and 97% completion rate.

  Get the Gloss discovered that most of the users who liked the brown leather bag also preferred the mascara and the foundation.

Get the Gloss discovered that most of the users who liked the brown leather bag also preferred the mascara and the foundation.

In addition, thanks to Whichit’s integrated dashboard, ‘Get the Gloss’ gained actionable insights about their audience such as their origin, product preferences, connections between products and who’s more likely to engage!

Run an Interactive Commercial Content Campaign

Whichit helps businesses enrich their data pools with comprehensive and insightful data, ensuring their ads work harder for them and deliver the highest standard of results.

Interactive commercial content serves as an advertiser, a data miner and a salesperson all at once. Interactive ads, multi-dimensional data reporting, actionable insights combined with tailored solutions for end-users allow businesses to communicate directly with their audience and gather first-party data to then make them the perfect commercial offer.

Whichit does the heavy lifting and data analyses to serve businesses an adaptable, living market research report.

Whichit’s Innovative Machine Learning Technology

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Yarden Jacobson
CTO & Co-Founder

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Elliott Saray
Senior Developer

Marketing and advertising are fast-paced industries, brimming with new technologies and constantly evolving. As new mechanics and AI become more accessible to businesses, more data is available to advertisers and marketers than ever before.


The Total Misalignment of Marketers


Presently, marketers, brands and advertisers are forced to rely on external companies with blanket solutions to collect demographic data and understand how their products exist, and how they are perceived by the users in the outside world.

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Data is collected by businesses from a variety of sources including the end-user’s browser, the web pages they visit, third-party tracking pixels and browser cookies. The information collected by third-parties’ methods is perceived as informative, although it lacks the depth to make the insight truly actionable.

 
Furthermore, the demographic data captured by traditional methods is not indicative of:

  1.   What an end-user will purchase

  2. How and when the user will make said purchase, and finally

  3. How to best convert a user from a potential client to a paying customer
     

This causes businesses to believe that “An end user will engage with advertisements from Gap because they previously visited the Gap website”, or that “A female from London, aged 28 will engage with advertisements from Gap based on her gender, location and age”.

This type of information has proven to be ineffective when used to target users online. We can surely assume for example, that not all women living in London at 28 years old will want to buy the same product.

Traditional data captured by demographic-building market research tools may also contain Personally Identifiable Information (PII), which in turn the business cannot legally employ to address their end-users.

Not only are the dated binaries of ad targeting ineffective for profiling users, the feeble static demographic data never actually comes together to represent a real person. Perhaps the biggest let-down of the static information being fed to marketers and advertisers is that the data has a shelf life—yes, at one point the data did represent the user visiting a web page, although this data only really represents a person at the time of tracking. Further activity online could modify or even overwrite the existing static data captured about the user—the datasets never evolve into a realistic depiction of a human being.

Whichit - A Ringer in the Ads and Marketing Industry


Whichit’s mission statement as a company involves transforming data captured within interactive content into actionable insight—insight a brand, an advertiser or a marketer can use to effectively distribute their offerings online.

The company solves problems advertisers and marketing face while trying to communicate to their customers online effectively. Rather than relying on demographic data alone, Whichit establishes a specific type of behavioural data based on the preferences of an end-user: Interactive Commercial Content.

The result is that end-users are served advertisements in a personalised and unobtrusive manner, while businesses are able to effectively target exactly who they need to online, all with a message carefully tailored to that specific user.

About Whichit


Whichit is a B2B software company that develops and distributes a series of products for advertisers, brands, marketers and publishers alike. All products maintained by Whichit are built supporting the context of a question beginning with “Which” and are served via Interactive Commercial Content platforms. Whichit’s services are intended to supply businesses with at least three added benefits:

  • Increase user engagement

  • Open new revenue streams

  • Gain actionable insights

 
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Whichit’s Machine Learning Technology


In order to effectively classify users and the content with which they interact, Whichit has developed an innovative machine learning algorithm that allows advertisers, brands and marketers to profile users in real-time based on their preferences. 

Whichit’s interactive commercial content captures the user’s choice. The content is displayed to the user via an image-based poll and the choice a user makes becomes a multi-dimensional data-point. For example: “The user chose coffee over other options. This user not only likes coffee, but actually prefers coffee over tea, cola and soda water”.

Preference data, classified users and the classified content they view, interact with and convert on is processed through a sophisticated and precise machine learning algorithm developed by Whichit. Eventually, what Whichit maintains for a user is a digital DNA of preferences.

 
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Following our previous example, a business would not need to target the 28-year-old woman living in London based only on her age, gender and location—the business can use the multi-dimensional data-points driven by the user’s choices to target them much more effectively. Our example transforms into: “The user who preferred the Straight Jeans and the Vintage Crewneck Shirt is more likely to convert on ads for similar products because they made the business aware of their preferences”.

The content provided by Whichit is tailored to the end-user based on what information they’ve provided to educate the system. A business can now effectively target a group of people with the same preferences—rather than their demographic data alone—with much better performance and conversion.

Operating the full power of Whichit’s machine learning, the business is now aware of:

  1. What their users are looking for

  2. How the user plans to make that purchase, and

  3. What content will lead the highest conversion for a specific user

Due to the activity information captured by Whichit being anonymous and behavioural, there are no implications regarding data protection or PII restrictions; there are commercial message options containing lead-generation forms and those processes are fully GDPR compliant.

Finally, the data collected and fed through Whichit’s machine learning is virtually infinite in size: every additional data point captured by Whichit enhances the existing dataset exponentially. The end result of this ever-flowing data pool is the way for a business to identify their users online without ever knowing trivial demographic information concerning them.

The Building Blocks of Whichit’s Machine Learning


The overview Whichit’s machine learning technology can be divided into two main elements: Components, and Flow & Processing.

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Components


The user. Whichit allocates all activities involving the placement of their interactive commercial content to the specific user that took the action—what they see, what they interact with, what makes them convert. The company is able to deliver predictive analytics to a business by comparing the actions of a user against those of the 151 Million users in the Whichit database.

The content. Whichit is able to classify content a user sees and interacts with online. Classifications and analytics for web pages are compared against a database of 680,000 other webpages. The content within a Whichit post appearing on a website is also classified and compared.

Data and events. Whichit holds more than 450GB of behavioural, analytic and classification data pertaining to the flow of interactive commercial content; the company has captured more than 1.26 Billion events, and the company’s dataset is growing month-to-month.

Flow & Processing


User classification. Whichit’s end-users are classified using the following:

  1. Their location

  2. Their preferences

  3. The content they view

  4. The content they engage with

Content classification. Content—web pages and interactive commercial content created with Whichit— is classified in three main stages:

  1. Natural language analysis

    • Webpages are classified based on their content

    • Whichit posts are classified based on their text content

    • Relevant information is extracted from web pages

  2. Image analysis

    • Computer vision understands image contents

    • Whichit posts are classified according to their image contents

  3. User Behaviour

    • Users are clustered into groups represented by their preferences

    • Users are categorised based on their preferences

    • User preferences are discovered and predicted via content matching

    • Trends are discovered based on activity and engagement

Whichit’s Machine Learning in Action


Businesses are able to employ Whichit’s rich data analysis and insight delivery to inform their advertising campaigns and target their audience more effectively. The data Whichit collects for businesses is rich and multi-dimensional. Advertisers, brands and marketers use Whichit to run precise, detailed and informative market research at a much lower cost compared to contemporary market research reports.

Whichit is also able to provide businesses with content engagement predictions, based on the classification of the content they’ve published and the existing data-points the company has captured.

Whichit’s data escapes the binary restrictions of a user simply “liking” or engaging with content. Every data point sent via Whichit carries a choice: the user prefers one selection over another, and that user should be analysed with their preference in mind.

Thanks to the company’s machine learning algorithm, business users gain more actionable insights about their audience and are therefore able to cater their marketing efforts to users who are ready and willing to engage, learn and convert. Gone are the days of building an audience using archaic, stale demographic data like age, location and gender—Whichit helps you pinpoint your users based on what they really want!

Winners of the Innovate UK TSB Smart grant


Whichit developed the machine learning system and algorithms over the course of 18 months, a feat they were able to achieve by winning a TSB Smart grant from Innovate UK.

Innovate UK (source) (IUK) previously the Technology Strategy Board, is the main source of support for UK R&D and innovation. It is not only a grant-offering body but is responsible, as the name suggests, for UK innovation strategy in many of its variations.

Whichit: Not Just an Enabler Brand

Written by: Chloe Rowan

Disruptor brands are the ones getting all of the attention. They make big noise and take down the competition as they sky-rocket to popularity. But it’s actually good to have options. Having competition means brands need to compete to win over their audience, their audience is not just taken for granted. This keeps prices competitive, ensures high customer service standards, and gives the public freedom of choice.

Having freedom of choice doesn’t always result in people choosing one thing OR the other. Often, people like to use several services or products to satisfy all of their needs. For example, somebody might have Sky, Netflix and Amazon Prime subscriptions as they all have different popular shows and films to offer.

Whichit is an enabler brand. Our interactive ad units are compatible with, well, pretty much every online network! You can share your Whichits to your website or blog, and your social media platforms.

  Blast your interactive campaign across multiple channels with Whichit.

Blast your interactive campaign across multiple channels with Whichit.

Whichit can be used as the sole, all-in-one solution for your digital marketing needs. Or, it can be used alongside other advertising solutions. Advertisers can share the Whichit units to just their website landing pages, or they can share them across several different platforms.

  Whichits are even compatible with Shopify, and premium blog site, Medium

Whichits are even compatible with Shopify, and premium blog site, Medium

Our users have the power of choice. Whichit is not just an enabler brand, we are whatever you need us to be.


Find out more about Whichit for Advertisers:

https://whichit.co/whichit-for-advertisers/

Light up your sales tree this season with Creative Marketing Campaigns

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Galit Gan
Creative Director & Co-founder

 

Spoiler alert! You can download a free ‘Festive Campaigns Guide’ to inspire your marketing strategy.

The holiday season is fast approaching and it is the biggest chance for businesses to boost their revenue. Consumers are expected to spend about a trillion dollars between November and January, so if you haven't incorporated a proper marketing strategy to boost your sales for it, you're already falling behind.

If you have not done so yet, there is no better time than now to start thinking about your marketing campaigns. Let’s help you get started...

Choosing the right strategy

1. Be there

Make sure you have a campaign strategy for both your online advertising and email marketing, as they are both essential channels to increasing sales over the period. Social activities are a must! Get in front of your audience where they already spend the majority of their time, and engage with them with beautifully ads that they can’t miss.

2. Be creative

While creativity is key in order to win hearts,
your commercial offer shouldn’t be left behind.

Interactive commercial content is the answer to your business’s success this year. It is bold, fun to interact with, and creates a memorable experience that positions your brand as innovative. All that without compromising on your true objective – increasing revenue.

3. Be cost-effective

Making assumptions about how your audiences feel and what they want or need, can result in expensive and even damaging campaigns that squander opportunities to foster brand loyalty and boost sales. Using Interactive Commercial Content you can ask your target audiences questions through image-based quizzes, with bespoke Call-To-Actions. This allows you to gather 1st party data, actual user preferences and behaviours without compromising revenue goals.

The following holiday marketing ideas will amplify and add significant value to your efforts to ramp up sales during the most profitable time of the year:


Win your Halloween!

A ‘COSTUME BUILDER’ for the scariest night of the year to sell more costumes

 

Did you know... During October 2016, the amount spent on all Halloween goods across the retail industry was £30.8 billion, a 6% increase on the previous year. Brits spent an estimated £277 million on Halloween treats alone in 2017!

The COSTUME BUILDER brings a unique brand interaction delivering a memorable experience.
With Phenomenal engagement rates, audience segmentation by product/preference and outstanding conversion rates.

 

Be the buzz this Black Friday & Cyber Monday

The perfect ‘DEAL FINDER’ for this exciting weekend of sales

Did you know... A whopping £1.4bn was spent on online sales in the UK on Black Friday - up some 11.7% on last year, according to online retailers trade body IMRG.

The DEAL FINDER delivers Black Friday deals across the internet in an interactive ad unit with phenomenal performance stats.

  Black Friday 'Deal Finder' -    click image for live demo!

Black Friday 'Deal Finder' - click image for live demo!

  • Up to 16 products from 4 categories in 1 interactive creative

  • Actionable insights that can be optimised to in real time

  • 1st party data and high performing audience segments

  • Integration with client e-commerce engines to auto-fill baskets directly from the ad unit

  • New customer acquisition and incremental product sales

 

 

Light up your sales tree this Christmas

An ‘INTERACTIVE MUSICAL EXPERIENCE’ and a ‘GIFT WIZARD’ for the most wonderful time of the year

Did you know... Retail sales for Christmas 2017 grew 1.4% against 2016 to a whopping £78.69 Billion (mid Nov – end Dec).

The GIFT WIZARD and MUSICAL EXPERIENCE deliver a unique and memorable brand interaction.

 

 

Get actionable insights about your audience in real time and high performing audience segments. The interactive content can easily integrate with client e-commerce engines to auto-fill baskets directly from the ad unit! No additional steps or landing pages needed.

 

Out-of-the-box Boxing Day strategy

Get consumers to interact with and select your sale items with a ‘BOXING DAY BARGAIN FINDER’

  Boxing Day 'Bargain Finder' -    click image for live demo!

Boxing Day 'Bargain Finder' - click image for live demo!

Did you know... 2017 Boxing Day bargain hunters spent a record £4.5billion! Web sales hit £1.03billion, topping £1billion for the first time and up 7.9 percent on the £954million spent in 2016, according to Centre for Retail Research.

The BOXING DAY BARGAIN FINDER delivers your boxing day bargains direct to consumers even before the event. It presents a unique opportunity for consumers to select multiple sale items they want from 1 interactive ad unit. Gather actual consumer preferences and behaviour that can be used to build new audience segments.

 

Enjoy this new customer acquisition and increase sales this season.
Download our free download a free ‘Festive Campaigns Guide’ to inspire your marketing strategy:

 
 

 

Brilliant creatives and personalized offers to your customers make a huge impact, and can strengthen the consumer-brand relationship, turning a happy customer into a brand ambassador.

Now, make all of your holiday marketing dreams come true!

Merry Christmas! And don’t forget to follow us on Twitter and Facebook for more inspiration and marketing tips.

 

Breaking News: Whichit is shortlisted for SLINGSHOT@SWITCH Startup Challenge 2018

Written by: The Whichit Team


We are very proud to announce that Whichit has been shortlisted for the ‘Media & Advertising’ category at SLINGSHOT@SWITCH Startup Challenge 2018, in Singapore.

This competition gives promising startups a platform to showcase their technology and business ideas, gain early exposure to investors, corporates, industry leaders, mentors, media, and tech-savvy early adopters. It takes place during Singapore Week of Innovation & Technology (SWITCH) and is powered by Startup SG, an initiative by government agency Enterprise Singapore, who are also the national standards and accreditation body.

The application process started in July 2018, where all 1,300 applicants went through a rigorous selection process that reduces the participants to 60. This resulted in Whichit being selected to proceed to the next stage.

The event starts on 14th September 2018 with a 3-day workshop before the next round of the competition starts on the 17th for 2 days.  This climaxes with the grand final that takes place on 19th September 2018. Prizes include investment grants of up to SGD 200,000, free office space, and fast track entry on to growth and access programs.

Since crossing the Product Market Fit threshold at the end of 2017, Whichit has seen an exponential trajectory of growth focusing on the UK and EU markets that has laid foundations for continual growth.  Delivering innovative marketing and advertising solutions to tier-1 brands and advertising agencies, enables them to better engage with their audiences, convert traffic into revenue and gain actionable insights. This competition is a great opportunity to extend Whichit commercial operation into the APAC region, which is a high growth market for the digital eco-system.

In the past few years, Whichit has won several awards. In 2015, the company won The Sirius Programme by the UKTI, Pitch@Palace 4.0 People's Choice Award, and Facebook Startup of the Year EMEA 2015. In 2016, Innovate UK Smart funds TSB Project. The year after, Whichit was included in The Leap 100 2017 List and won two awards by Finances Online, Rising Star and Great User Experience.

In July 2018 the company released a new and improved version of its flagship platform ‘Whichit for Advertisers’, a SaaS platform that caters to the SME and SMB markets. It enables them to seamlessly create interactive commercial content, create and manage commercial campaigns on multiple channels including Google’s Display Network, where Whichit is part of an elite that are 3PAS certified by Google, social networks and programmatically.

Together with Whichit’s innovative and proprietary technology, a machine learning profiles users in real time based on their preferences, offering a more personalised approach to marketing and advertising, positioning itself at the forefront of its field and gaining a key business advantage in the market.


Contact Whichit for more information:
Name: Jonathan Gan
Tel: (UK) +44 7939 84 7711 , (IL) +972 3911 9909 [#1]
Email: gan@whichit.co
Website: https://whichit.co/

 

Women in Tech

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Noémie Girault
Business Development Intern

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Emma Lombardini
Business Development Intern


There are so many stories about what it’s like to be a woman in a man’s world. Well guess what, it’s even harder in the tech world! While the tech industry tends to take pride in changing the world of work, and often, with a bit of hubris the world as a whole, the technology sector is actually far away from achieving gender equality. Studies have shown that the female employees make up between 26 percent (Microsoft) and 43 percent (Netflix) of the workforce at major tech companies, with the percentage dropping much lower when it comes to actual tech jobs.

“…female employees make up between 26 percent (Microsoft) and 43 percent (Netflix) of the workforce at major tech companies, with the percentage dropping much lower when it comes to actual tech jobs.”

It’s no understatement to say that quite early in their careers, women are indirectly pushed to choose a job that does not require technology orientated skills, or at least of a high level, because it is commonly a path chosen by men. In other words, it is a cultural influence and it needs to change.


Moreover, the lack of gender diversity led to a shortage of female role-models in Tech and Science sectors. This naturally, is not making it easier for women working in tech to feel at home. However, powerful women like Facebook's COO Sheryl Sandberg, YouTube's CEO, Susan Wojcicki, Ginni Rometty, IBM's CEO, and few others, are an example that it is still possible to turn things around in the tech world.

An interesting story about this topic is the story of Galit Gan, the Creative Director and a Co-Founder at Whichit. As said in the Story of Whichit, Galit took part in this adventure when she saw the potential of Interactive Content in advertising, but also for her own personal accomplishment. Indeed, entering this sector, as a woman in tech, could potentially enhance her skills, and she felt like it was a good opportunity to gain visibility, entrepreneurial-wise.

The first steps in entrepreneurship

  Galit Gan, Creative Director at Whichit

Galit Gan, Creative Director at Whichit

When living in Tel-Aviv, Galit was an architect with a deep lust for design and creation. After graduating from Technion, the Israel Institute of Technology, with MRE (Master of Real Estate), she started her own Real Estate company and then became more attracted to the entrepreneurial and management side of business.

At that time, she already knew she had to empower herself to get recognition and be a part of something bigger than her, to contribute and inspire. This personal aspiration is exactly what women wanting to build a career in tech should develop and follow.


She advises that women should take advantage of their uniqueness to rise up the ladder of the very male dominated sector: “prioritising gender diversity in your team not only provides enhanced problem-solving and increased innovation, it also empowers tech-based rolls with ‘feminine’ qualities, as women tend to be better in multitasking, giving attention to details and great team players.”

When Galit was introduced to Whichit by the founder, Jonathan, she quickly saw the opportunity to enhance her creative and management skills, especially in the tech sector. As the start-up won the Sirius Programme by the UK Government, she decided to move as part of the founding team to London, and leave her home in Israel to pursue her career, obviously taking a risk, but also a lot of courage and ambition.

As the Creative Director, Galit had the exciting opportunity to design the SaaS (Software as a service) platform from scratch, taking the initial idea from its concept stage to a complete design with advance user experience and interface, all in three different platforms and interfaces. This challenge requires techy skills and wasn’t something common for a former architect. Therefore, this challenge a pushed her to give the best of her and overcome the apprehension of stepping up.

Using her creative skills, together with her unique personal touch, Galit designed and created the Whichit App for Android, iOS and Web App, that won the ‘App Of The Year EMEA by Facebook’ in 2015 just a few months after its release. The desktop platform, ‘Whichit for Advertisers’ won a ‘Great User Experience’ award in 2017, that helped positioning the company and reassure to Galit, that she’s leading the product to the right direction.

Jumping off the cliff


It is a fact that women are outnumbered in the tech industry, but this doesn’t mean they should feel discouraged or disheartened. On the contrary; it gives the opportunity to break society’s stereotypes of the tech industry and, most importantly, stand out from the crowd. Indeed, many of the tech companies driven by women achieve great success and prove that women deserve a place in tech as much as men do. They should play to their advantage of being ‘different’ and bring themselves as equal within the industry.

Moreover, scientific research shows women in general tend to think differently to men. Gathering as many men and women to work together would consequently prove to be more efficient and productive, thanks to diversity. Galit’s advice is to team up with encouraging and supporting men who believe in gender diversity and equality. Effectively, combining both sets of skills will lead to a great team spirit, and so a great company.

“Women sadly often lack self-confidence. Galit thinks women shouldn’t feel like they are not as good as men, and therefore must not apply for ‘easy jobs’ while knowing deep down they could occupy a higher and more interesting position”.

Women sadly often lack self-confidence. Galit thinks women shouldn’t feel like they are not as good as men, and therefore must not apply for ‘easy jobs’ while knowing deep down they could occupy a higher and more interesting position. As a matter of fact, it is also significantly efficient for a company to have female managers or highly placed women with internal influence in the company, because externally, it helps consumers feel related. It is more representative of their target market. Indeed, you will have a harder time trying to sell products for women with a team formed only of men!

Finally, women often feel like they need to fit in because they’ve learned that the well-known successful women are glamourous and fashionable, and it doesn’t really match the tech world stereotype. Well, believe it or not, the ad-tech company Whichit was first about fashion, but the main message here, is that society needs to increase the awareness about the role model problem. Galit thinks that teaching kids the fundamentals of coding very early in their life and before gender stereotypes, can help to prepare both girls and boys for the jobs of the future.

By allowing women to stand out for themselves, to not be afraid of speaking out and making a difference in the tech world, more of them will be drawn in. The next generation of tech women will be inspired, and things will hopefully evolve.

What do you think? Should more women be encouraged to enter the tech world?

Drive Brand Awareness and sales in the Lifestyle & Beauty Sector [Case Study]

Written by: Chloe Rowan


Birchbox is the UK’s number 1 beauty box. Subscribers receive a monthly box containing five samples of beauty products to test without having to buy the full-sized product. The boxes are tailored to suit the subscriber’s needs, for instance, a subscriber with straight hair would not receive a product for curly hair, but subscribers can also choose one of the five products they receive or select their preferred box design, adding a further element of personalisation.

The Campaign

 
Birchbox decided to launch a Whichit campaign. They identified their target audience as females aged 18-35, living in the UK and Ireland. They wanted a fun and innovative way to engage this audience, with the aim to increase brand awareness and drive sales.

The strategy was to create a 6-question Whichit quiz to collect actionable insights about their consumers’ makeup preferences and beauty routines. The quiz was to appear as a native ad, on a branded landing page, on the Birchbox website. The user would be presented with a different outcome based on their preferences, and each Engage Card offered a discount code and a clear Call-to-Action button.

 
  Click on the image to discover your beauty horoscope.

Click on the image to discover your beauty horoscope.

 

The quiz featured attractive images and a series of fun questions about beauty routines, astrology, and the season’s favourites, allowing Birchbox to grab the audience’s attention and raise brand awareness from the start. The answers also provided Birchbox with valuable information regarding their target audience’s preferences including their influencers, favourite body feature, and preferred colour palettes.

The final question was “Are you a Birchbox Subscriber?”, which enabled the quiz to determine which personalised offer and Call-to-Action it should display on the Engage Card once the quiz was complete.

Success


The campaign ran on a Birchbox branded landing page within their website for 10 days and generated over 24,000 unique views. The campaign was a huge success, achieving an 89% engagement rate, made up of 60% potential new subscribers, and 40% existing clients.

 
  Birchbox achieved 97% Completion rate and 89% Engagement rate in just 10 days thanks to Whichit. Click to read full case study.

Birchbox achieved 97% Completion rate and 89% Engagement rate in just 10 days thanks to Whichit. Click to read full case study.

 

Of the 89% who engaged with the ad, a huge 97% completed it, and 31% carried out the Call-to-Action. The ad was also shared on social media 113 times, amplifying the brand awareness.

Everyone who completed the quiz was taken to an Engage Card with a brief description of their beauty horoscope, the latest beauty trends for them to look out for, and influencers they should watch. Existing clients were then offered a free blending sponge with any purchase from the Birchbox online shop, while non-subscribers were given a voucher code to receive a 50% discount off an October box.

The answers collected throughout the campaign gave Birchbox vital product and rutine information. This data can be used to help personalise subscriptions and improve customer satisfaction during and after the campaign.

The audience enjoyed the interactive quiz, and it was such a success that Birchbox have continued to create Whichit campaigns as part of their marketing strategy!

 

Whichit for Advertiser’s next generation: designing to delight

Written by: The Whichit Team


Here at Whichit, we believe that our user’s success, is our success. Since the launch of ‘Whichit for Advertisers’ platform in mid 2017, we've been working hard to make sure our customers continue to enjoy using the system. We wanted our user’s feedback to be at the heart of every new version we release, therefore the user-centric design approach means we understand our customer’s need and prioritise it.

User-centred design creates the opportunity for a business to design together with individuals who use the product or service they are offering enabling them to truly understand who their users are and what they need. By that, this design provides a common language for all types of users, no matter their profiles and characteristics.

Understanding our users

 
In our case, the product is a platform that gives marketers the ability to create interactive ad units that leave lasting impressions and generate high traffic volumes, in order to engage better with their audiences. To do so we needed to establish a common language for the diverse individuals that use our platform. These days, creating an ad unit requires expertise (design teams, web developers etc). Whichit for Advertisers’ concept is to make advertising easier and intuitive for everyone, not only for experts, and the platform’s user experience should support and reflect that.

In the commercial world, it is common to make the mistake of prioritising business goals over those of the user. Our earlier product versions included as many proudly-developed features as we could, just so the users could ‘see everything we have to offer’. Taking out the guess-work and personal opinion was important for the new version. We’ve learned to analyze every touchpoint that our customers have with the product and matched their user-personas with their exact needs and goals. User-centred design should be implemented throughout the customer experience to make your product more efficient and satisfying, which eventually leads to increased sales and customer loyalty
— Galit Gan, Creative Director & Co-Founder
 
  Whichit for Advertisers’ concept is to make advertising easier and intuitive for everyone, not only for experts, and the platform’s user experience should support and reflect that.

Whichit for Advertisers’ concept is to make advertising easier and intuitive for everyone, not only for experts, and the platform’s user experience should support and reflect that.

 

User-Centred Design by Whichit


Today, we are very proud to announce the launch of our new and improved ‘Whichit for Advertisers’ platform, which is based on understanding our users’ needs, tasks and journey. We have also included new features for them to create beautiful interactive commercial ads their audience can't resist.

Here are some examples of how we’ve implemented the user-centred design in our new version:


1. A Creation Guide:


We believe that anybody can create interactive ads and run campaigns without depending on a designer, so we've included a step by step guide, with a checklist of tasks, that need to be completed before moving to the next stage.

 
  With 'Whichit for Advertisers' our users can create interactive commercial content in minutes.

With 'Whichit for Advertisers' our users can create interactive commercial content in minutes.

 


2.  New Features:


Polls and Surveys can be created in minutes with Whichit. We've made that process even easier by eliminated a number of steps in the creative process, by implementing new layout and tool bar when designing a post.

 
  For example, users are now able to drag and drop an image from the library to the creative unit and apply a ‘drop shadow’ on the text overlaid on the image for each answer.

For example, users are now able to drag and drop an image from the library to the creative unit and apply a ‘drop shadow’ on the text overlaid on the image for each answer.

 


3. A commercial offer to support each user persona:


We identified four personas which all have different needs and goals when engaging with their audience.  Those who:

  1. Want to attract audiences to a website/landing page
  2. Want to reward audiences with a coupon/offer
  3. Want to collect emails and other 1st party data to keep in touch with audiences
  4. Want to create memorable experiences for audiences and for them to share their post to social but are not interested in offering something in return.

By implementing a unified language all users can relate to, rather than overly technical marketing and advertising terms, they can easily select the best option to achieve their campaign goals.

 
  'Whichit for Advertisers' offers our users four Engage Cards with different Call to Actions based on their goals.

'Whichit for Advertisers' offers our users four Engage Cards with different Call to Actions based on their goals.

 


4. Touchpoints with target audiences:


Whichit’s ad unit can be distributed across multiple online channels. Instead of listing all the options, we ask our users what their marketing campaign’s objectives are: Do they want to engage with audiences on social media channels? or would the like to attract audiences from a new target market? This ensures they only see the relevant types of campaign that match their objectives.

 
  Our users can choose different campaign objectives that best suit their marketing goals.

Our users can choose different campaign objectives that best suit their marketing goals.

 


5.  A new and simplified user-flow:


Learning to use a new system is always challenging and time consuming. In the new version of ‘Whichit for Advertisers’ we’ve simplified the on-boarding process by only presenting features that are relevant to the user’s progress, keeping them informed about their progress at every stage. For example, a user will only be able to navigate through to advanced functions after completing the basics, as getting their too early may cause confusion.

Elliott Saray, Senior Developer at Whichit says that alongside a series of technical improvements, the new version of the SaaS platform also boasts a myriad of user experience enhancements.’. He adds that having completely redesigned the ad creation process based on user feedback and analysis, our users will now find an easy-to-use, unified design language carefully crafted by the Whichit Team.

The simply and intuitively designed system takes matters of user experience into utmost consideration, allowing our users to create and distribute interactive commercial content at an even quicker pace than before by following a simpler journey.
— Elliott Saray, Senior Developer


 

Thank you for reading! We hope you enjoy the new and improved ‘Whichit for Advertisers’!


About the company:

This web-based tool makes it easy for brands and publishers to create image-based polls and surveys that help them gain user-related insights, their preferences, desires, what makes them tick, and more. With the interactive content platform - 'Whichit for Advertisers', marketers and advertisers can easily create Interactive Commercial Content in minutes and launch it across multi-channels: on the brand's web pages and blogs; social channels like Facebook, Twitter and Snapchat; native mobile and in-app; ad-networks; and publishers web pages. Once they attract their audience, Whichit’s users can reel them in with unique “Engage Cards” that deliver crisp and significant call-to-action messages based on their audiences’ answers and their goals.

Performance Advertising That Creates Memorable Experiences

Written by: Chloe Rowan


Digital advertising is a very competitive market, and both brands and advertisers face many challenges when developing their marketing strategies. Creative thinking and grand ideas are not enough to succeed in the digital advertising industry, but Whichit may just be the solution advertisers need to overcome the barriers they face each day.


1. Desensitisation


Display ads have been around for years, but they still follow the same formats and haven’t advanced alongside technology to keep users interested. As a result, internet users have become desensitised and the ads fade into background noise that they’re able to simply ignore.

Whichit’s ads are image-rich, fun and engaging. They gamify the display ad experience, adding interaction where the user least expects it. They appear as addictive and entertaining content in the form of quizzes, surveys and polls. Users find the style of these ads so appealing that they see a click-through rate 40 times higher than that of traditional banner ads.

 
  See an example of Whichit ads on a publisher website

See an example of Whichit ads on a publisher website

 


2. Ad blockers


In 2017, 615 million devices were using ad blockers, and this is a figure that’s constantly on the rise. In 2015, the high ad block download rates caused a staggering £22 billion worth of damage to advertisers, and publisher revenues also suffered.

Whichit’s interactive ad units can be shared or posted anywhere on the web, and they are not targeted by ad blockers. This means that brands and advertisers can reach a huge audience they would otherwise miss when using traditional display ads.
 

3. Data Overload


Brands and publishers are sometimes left drowning in meta-data and it can be an exhausting task to flesh out the relevant data from the irrelevant. As a result, they are unable to target their users effectively.

Whichit’s interactive ad units gain actionable insights and provide a unique way of targeting users by their preferences. The system can be easily integrated into any 3rd party CRM or Data Management Platform, streaming all data points to improve clients’ performance and targeting capabilities, and is completely GDPR compliant.

 
  Whichit for Advertisers includes an integrated dashboard for each live campaign that allows you to monitor and analyse your campaign’s results

Whichit for Advertisers includes an integrated dashboard for each live campaign that allows you to monitor and analyse your campaign’s results

 

More About Whichit
 

Whichit combines the brightest minds and most sophisticated technologies to create ad and marketing solutions that recapture the users' attention in an unobtrusive manner, making them WANT to engage with YOU. Founded by three professional Israeli entrepreneurs, Whichit relocated to London after winning the UKTI's Sirius Programme in 2014. In 2015, Whichit then went on to win 'Start-up of the Year EMEA' by Facebook, the Innovate UK R&D funding award, and the People's Choice Award at Pitch@Palace by the Duke of York.

 
  Galit (Creative Director); Yarden (CTO); Jonathan (CEO)

Galit (Creative Director); Yarden (CTO); Jonathan (CEO)

 


Whichit has seen great success in its ad campaigns, and the figures really speak for themselves:

Birchbox is the UK's number 1 beauty subscription service. They launched a Whichit campaign on their website in 2016 to increase brand awareness and drive sales. Their Whichit quiz saw over 24,000 unique views, 113 social shares, and an 89% engagement rate, with 97% completing the quiz and a 31% Call-to-Action rate. Birchbox's audience loved the interaction and it was so successful that Birchbox have created 8 Whichit campaigns to date.

 
  Birchbox achieved 97% Completion rate and 89% Engagement rate in just 10 days thanks to Whichit. Click to read full case study.

Birchbox achieved 97% Completion rate and 89% Engagement rate in just 10 days thanks to Whichit. Click to read full case study.

 


Earlier this year, 2018, Leumi Bank teamed up with McCann to increase awareness of their new app for teenagers. With an 11-day Whichit campaign, they obtained over 14,000 unique impressions with an impressive 98% engagement rate.

 
  Discover how 'Leumi' delivered within 11 days over 98% Engagement Rate, 91,500 Total Interactions, and 95% Completion Rate, using Whichit for their campaign. Click to read full case study.

Discover how 'Leumi' delivered within 11 days over 98% Engagement Rate, 91,500 Total Interactions, and 95% Completion Rate, using Whichit for their campaign. Click to read full case study.

 

Infirst Healthcare used an 8-question Whichit quiz to promote a new pharmaceutical product, Flarin, to relieve rheumatic or muscular pain and mild arthritic conditions. The quiz was advertised on Facebook and shared on the ‘Joint Flare-up Network’, a community forum page on Facebook. The campaign ran for 28 days and saw 15,335 unique views with a 73% engagement rate, 28.5% Call-to-Action rate, and they collected over 2,300 email addresses. Considering the mature age of their target audience, these figures are very impressive.
 

 
  Flarin's Whichit Quiz delivered a phenomenal engagement rate on Facebook, X40 higher than the average benchmark of Health and Beauty Industry engagement. Click to read full case study.

Flarin's Whichit Quiz delivered a phenomenal engagement rate on Facebook, X40 higher than the average benchmark of Health and Beauty Industry engagement. Click to read full case study.

 


Whichit has seen success across all different verticals, including automotive, travel, entertainment, insurance, gambling, retail and fashion.

Don’t just leave the success to them. Take your marketing strategy up a notch by implementing a Whichit creative for your next campaign.

Advertising and Data Gathering: Why not both at the same time?!?

Victor.png

Victor Martin
Business Development Intern

Thibault.png

Thibault Bourrelly
Business Development Intern


Understanding your customers’ needs to give them what they want is the ultimate, but expensive goal. To perform on a tight budget, marketers tend to separate market research campaigns (to better understand their customers) from defining an advertising plan (to promote their new and existing products). So, you want to better understand how to target your customers through advertising and attract them without spending a huge amount of money—how can you do both at the same time?

Here’s something for you: Whichit!

Whichit is an Interactive Commercial Content tool: an efficient way to gather useful data and to promote your business at the same time. Whichit allows you to create interactive ads that can be shown on social media, onsite and programmatically. We do the heavy lifting for you, so you don’t spend hours trying to comprehend the valuable data you gather. Thanks to our fantastic Analytics Dashboard, the information collected is very easy to understand and the results of your campaigns can be monitored in real time.

How can you better understand the results of your campaign?


The Whichit Analytics Dashboard is divided into several sections that make it easy to understand how your campaign is performing, and what your audience has answered.

The campaign dashboard is divided into two sections: campaign performance and creative performance. The campaign performance shows data captured in your overall campaign—the aggregated results of all creatives within the campaign envelope. After viewing the overall campaign statistics, you can then focus on the performance of individual creatives in order to monitor and compare them individually.

The first section shows General information about the campaign: the start date, the campaign type and Call-to-Action type per creative. Also, it shows the number of people who saw the ad, clicked on the ad, and so forth.

  The general information about this campaign shows how a survey accomplished excellent results. 74% of the audience that noticed the ad, voted, and was shared on social media 308 times.

The general information about this campaign shows how a survey accomplished excellent results. 74% of the audience that noticed the ad, voted, and was shared on social media 308 times.

Traffic Referrals presents the number of unique views per ad and website where your campaign has appeared (you can expand the widget to view more detailed information), and an Activity Graph illustrates the activity of your Whichit campaign over time – including engagement rate, completion rate, and unique impressions for comparison.

  The audience that noticed the collection of ads, come from 8 different websites where 5 of them got the highest amount of  views. The one with more views is 'traveldestinations.com'

The audience that noticed the collection of ads, come from 8 different websites where 5 of them got the highest amount of  views. The one with more views is 'traveldestinations.com'

The Whichit Analytics Dashboard visualises your campaign’s creative funnels in a very clear way, allowing you to understand the results with just a snapshot. You can also export the data to a spreadsheet.

The Completion Rate Funnel gives a clear overview of your creative’s results, starting from views, through content engagement to the call-to-action conversions.

The Post Engagement Funnel helps you recognise drop-offs in your posts and understand if the creative is working. If anything needs to be changed, you can edit the creatives in real time without needing to pause your campaign.

The Completion Rate and Post Engagement funnels are made available for every creative within your campaign, allowing you to compare your creatives and see which is performing best.

  These funnels are showing great results. Each question was so engaging that 98% of the audience completed the survey.

These funnels are showing great results. Each question was so engaging that 98% of the audience completed the survey.

See in detail the number of views on your Engage Cards and Call to Action stats, allowing you to see what commercial message is most likely to convert your potential customers into returning customers.

  Here, 97% of the audience that interacted with the ad, submitted their email. 57% shared their details after getting to Engage Card #1, 39% to Engage Card #2, and 1% to Engage Card #3.

Here, 97% of the audience that interacted with the ad, submitted their email. 57% shared their details after getting to Engage Card #1, 39% to Engage Card #2, and 1% to Engage Card #3.

The Whichit Analytics Dashboard gives you valuable capabilities to understand your audience with a few advanced features, allowing you to conduct a small market research project with every campaign you’ve created.

If you are asking more than one question, the Whichit Analytics Dashboard shows the Common User Paths (per creative), the most popular choices among your audience, and finally their conversion rate on your chosen Call to Action.

  In this example, while more users chose path #1, the conversion was higher in path #2. 

In this example, while more users chose path #1, the conversion was higher in path #2. 

Discovering connections between different products is a gold-mine for marketers. With Whichit’s ‘Votes Breakdown’ feature, you can see exactly what your audience preferred most, and how they voted from the perspective of other choices they’ve made within the collection.

  For example, you can discover that most of the people who chose the brown bag also prefer the pink lip-gloss and the mascara.

For example, you can discover that most of the people who chose the brown bag also prefer the pink lip-gloss and the mascara.

This valuable information can be used in different marketing propositions such as newsletters, package promotions, remarketing campaigns and product staging. This data is made available per creative within your campaign.

Finally, the Audience section presents where your ad has been shown around the world and how well received it has been in all these places.

 Interactive Ads Campaign Audience

Our Analytics Dashboard offers you all the tools to gather actionable insights about your customers, so you can reach out to them in the best way.

Check out what our clients are saying about us and start your Whichit wonder ride.