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