720697DART (Dynamic profiling for Advertising via Recommendation and Targeting) - Whichit UK LtdClosedGRD Development of PrototypeInnovate UKTargeting potential customers on social media platforms is a major challenge for advertisers. Conversion rates are low (less than 1% on average) due to poor targeting and user perception of advertising posts in social media as spam. There is currently a large gap between a ‘like’ and a purchase. Advertisers need a way to develop better consumer profiles to improve targeting and increase conversion rates. As users migrate from desktop browsers to mobile apps, traditional methods for online profiling such as cookies and browser behaviour, do not function, making it currently impossible to produce accurate user profiles. Whichit want to analyse user behaviour, to build user profiles and accurately predict decision making behaviour. This will allow advertisers to accurately target their intended audience with sponsored Whichit polls. These sponsored polls will include vouchers for users, enabling click-through directly to online shopping, and allowing Whichit to transform from a purely social app into an effective platform for social commerce. Whichit will develop a prototype of a profiling and targeting algorithm and Business Dashboard, that will allow advertisers to achieve high conversion rates on social media and manage campaigns with detailed market insight.With this tool, social commerce will be easier, more interactive and more profitable.