online marketing

Our Story; From Startup Nation to Great Britain


Jonathan Gan
Founder & CEO


It’s been four years since we landed in London. Three young professional Israeli entrepreneurs, with a big idea and nothing else. Four years we worked every day, fighting to survive in the startup juggle, searching in the dark to find the golden cup in the local market. Sometimes we see it, even holding it for a while, enjoying those small victories in the endless and cruel start-up journey, and then going back to work, putting our full energy in our venture, with the belief that one day we’ll enjoy the fruits of our labour. In a nutshell, this is our story.

Don’t Worry, Everything Will Be Fine

As an Israeli I can say that this is one of the most used slogans. It would be an understatement to say that it is not one of the smartest. You’ll quickly find yourself in a situation in a wise man would never dare enter. But on the other hand, from my point of view, it is one of the chromosomes that an entrepreneur must have — to dare.

At Tel-Aviv airport with just a trolley, waiting for the flight to London, April 2014

At Tel-Aviv airport with just a trolley, waiting for the flight to London, April 2014

We started with a bunch of guys, a lot of help and support from friends, working to develop a crazy idea I had. With a basic version that looks like… well… basic and just few months into the project we won the Sirius Programme of the UKTI. A UK government program that choose around 60 startups worldwide, offering them to relocate to the UK and develop their startup in the local market, with a small grant, a 3 months accelerator program and an office for a year. You, just need to leave your home, your family, your friends, your network and build your start-up in a new market. The rest is up to you.

Five minutes, that was the time it took to make the decision. We are moving! In just a couple of months we sold the car, the motorcycle, ended our apartment leases. We packed the whole house into boxes and stored it all in a long-term warehouse. Bought tickets on a low-cost flight and went to the airport with just a trolley and five boxes to be sent in a week’s time. Don’t Worry, everything will be fine.

The British Paradox

A business card. The basic information that represents you and your business. A small piece of paper that every business person has. It took four and a half months to get one in the UK.

In order to have a business card, you need to have a normal local phone number so people can contact you. In order to have a normal UK phone number you need to have a contract with one of the telecom suppliers. In order to have a contract with one of them, you need to have a local UK bank account. In order to have a UK bank account you MUST HAVE a local home address, with the original council tax set to your name. But in order to rent a flat in the UK you MUST HAVE a bank account. But in order to have a bank account, you must have an address… I call it the “British Paradox”.

That was one simple example, out of many, that represents the basic most simple and obvious things in life for a local resident, are a struggle for the foreign person, like us. Add that to the life of the entrepreneur and you just start to imagine the number of hurdles we needed, and sometimes still need, to overcome on a regular basis. Sometimes people, mainly in potential investor meetings, asking me why it took us a few years to get to where we are, like building a start-up and in a foreign country should be in the blink of an eye … I always hold myself from explaining all the reasons, because if you never ran a marathon with no end point in the middle of the desert and with no water, you’ll never understand the feeling of an entrepreneur.

The Team is Everything

That’s what every investor will tell you, that’s what every entrepreneur will testify. And I can say the same. Most of the start-ups that failed, the core team was the main reason. Whether it was an internal dispute, the team wasn’t strong enough or not fit to the role. The core team is the heart of the start-up’s success.

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

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

Throughout the years, many employees passed through our company. We always kept our team small, professional and highly motivated, in order to keep the company, lean, effective and efficient. But the core team was always there. Each of us have our own specialty, and our own individual personality. Together, we complemented each other and bolstered our strength.

Along the way, I noticed that we literally taught ourselves almost everything we know today in the start-up world and in our industry. Yes, each of us have rich experience and knowledge in our domains from past roles, and all of us are holding advanced degrees from top universities. Yet, just with a crazy idea on a power-point, we found ourselves dealing with new technologies, new markets, new materials, new tools, a new country, a new network, new everything. We challenge ourselves to learn on the go; planning, building, trying, testing, failing and then again… and again… and again…

A start-up is not about the idea, its all about the execution and execution is made by the team.

Small Victories Its All You Need

Building a B2B technology start-up from scratch it’s like the David and Goliath story, but this time there are a lot of them and you’re more like a baby-David. Trying to go through the massive corporate doors, proving your product in a competitive market where big tech companies dominate the market and thousands more are jumping from all over, trying to bite the cake, and then the long and clumsy sales cycle. While all this time you’re looking to survive your basic existence with investment and trying to manage hundreds of administration and operational tasks to keep the machine going on. You and just a several team members.

But it doesn’t mean you can’t enjoy the small victories along the way. Those are actually the most important, as they are the light-bits for the entrepreneur. The orange peel trail in a long and bumpy road. Those small victories reflect that you’re on the right path. Indicate that you’re still alive.


Whichit. Startup Introduction 2017


A year after we landed in London, we won the ‘Start-up of the Year EMEA’ by Facebook, later on the year we won the People’s Choice Award at Pitch@Palace by the Duke of York and we won the Innovate UK R&D Funding Award with a £250k grand to develop one of our algorithms.

As we were determined and consistent with the concept of the idea, playing with the product definition, testing different angles and messages to the target market, we have been able to hit the golden point of the start-up — the Product-Market-Fit. From that point the target market started to convert and became clients, the conversations became deals and revenue and the search mode turned to growth.

It was like in the Matrix movie, when Neo saw the Matrix. We then knew and saw the perfect formula. What we need to do, how and where. It’s not the end goal and no champagne will be open just yet. We still have a long ride in front of us and the odds are still against us, like any other tech start-up. But we have been able to overcome another step on the way to the cockpit, enjoying the small victories along the way.

To be continued…

Whichit is an interactive commercial content platform that enables marketers and advertisers to increase user engagement, open new revenue streams & gain user-related insight. The company has an innovative technology that profiles users based on their preferences and uses machine learning to provide bespoke commercial incentives in real time.

The company is working with top agencies and brands and based in central London.

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


Yarden Jacobson
CTO & Co-Founder


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.

A choice in the matter V2.png

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 help businesses do at least three things:

  • Increase user engagement

  • Open new revenue streams

  • Gain actionable insights

About Whichit.png

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.