Shalom Life | May 23, 2015

Israeli Startup Launches Social Search Engine for Product Reviews

Yotpo finds reviews most relevant to user through personalized algorithm and social networks

By: Tiffany Stelman

Published: April 25th, 2012 in Business » Israel

Israeli Startup Launches Social Search Engine for Product Reviews

Online gadget reviews are a great byproduct of the internet, allowing users to make informed decisions rather than base themselves on advertisement cook-ups. But even internet reviews can be influenced with some clever marketing tricks.

Yotpo is an Israeli startup that says it can sift through the maze of online reviews and find those most relevant for you, with reviews of people in your social network at the top.

Personalization algorithm

After looking through all the reviews on an item, Yotpo’s algorithm gathers several opinions and creates targeted excerpts for users. Its filtering is based on parameters such as user rankings or the reviewer’s relation to the searcher, based on the user’s online social profile.

Bloggers who write reviews can integrate Yotpo into their website, so that their posts can be scanned by the company and brought to users’ attention.

Yotpo’s says its platform can also be used by eCommerce sites, as it allows them to show their potential buyers real-time, aggregated reviews from across the web – “giving them confidence in their purchase.”

“We reached a catch-22-situation in which you cannot lure people without the content, and the content cannot be created without people. Our solution to that problem was to create this platform, which will have couriers throughout blogs and eCommerce sites,” says Yotpo’s cofounder Omri Cohen.

Trusting the people we know

The Tel- Aviv based startup was founded 14 months ago by Tomer Tagrin and Omri Cohen, while both were still students at the University of Tel-Aviv and working from Tagrin’s apartment. Three months after launching the Yotpo, the startup received $800,000 in seed funding.

The company’s unusual name stands for “Your Opinion, The Public Opinion” and was started after an online purchase turned out to be disappointing. Tagrin tells NoCamels a group of friends pooled in resources to buy a photography-loving friend a camera. ”It wasn’t as great as it sounded on the internet,” Tagrin says.

“We looked back to see where we got it wrong and realized we were listening to people we don’t really know,” Tagrin says. “We don’t really know if they are using a real profiles, if they are working for the seller, what they really know about cameras and if they are part of our social graph.”

Changing the exposure to data

While users can install this platform for free, the two Israeli entrepreneurs plan to monetize their company by using the data created on their platform. “Let’s say a user was looking for a skirt. Next time she will enter a site for clothes, the first thing she’ll see will be skirts. That is a valuable asset for those who make the big calls in a way to help them establish their social graph of top costumers,” Tagrin says.

The two say they are planning to dedicate the upcoming year to better understand the market and build a “content machine.”

This article is reprinted with permission from NoCamels.

Israeli Companies Make Gartner's Innovative 'Cool Vendors' List Israeli Companies Make Gartner's Innovative 'Cool Vendors' List TrendingJEDx 2015 Gives Toronto's Young Professionals a Real Life Lesson JEDx 2015 Gives Toronto's Young Professionals a Real Life Lesson TrendingNeat Israeli Pen Lets You Answer Calls and Send Texts Without Your Phone Neat Israeli Pen Lets You Answer Calls and Send Texts Without Your Phone Trending
 

Israeli Makes Eurovision Finals for First Time in 5 Years

May 22, 2015 | By Shaleni McBain
Israeli Makes Eurovision Finals for First Time in 5 Years

'Golden Boy' Nadav Guedj hopes to live up to his name

Read More

Israeli Companies Make Gartner's Innovative 'Cool Vendors' List

May 22, 2015 | By Einat Paz-Frankel, NoCamels
Israeli Companies Make Gartner's Innovative 'Cool Vendors' List

18 out of 350 companies selected by leading American IT research firm Gartner are from the Holy Land

Read More

Jewish Community Center Cancels Marijuana Art Classes

May 22, 2015 | By Shaleni McBain
Jewish Community Center Cancels Marijuana Art Classes

Class that welcomed cannabis usage at Aspen Community Center in Colorado quickly nixed

Read More

Israel in Top 10 Countries for Gay Men

May 22, 2015 | By Shaleni McBain
Israel in Top 10 Countries for Gay Men

Country ranks #7 on the happiness index

Read More

Canadian Holocaust Survivor Recognizes Himself in Online Photo

May 22, 2015 | By Daniel Koren
Canadian Holocaust Survivor Recognizes Himself in Online Photo

Yehuda Danzig of Toronto was stunned when he came across a pic of himself and his younger brother while reading The Times of Israel

Read More

Seven Ways to Celebrate a Meaningful Shavuot

May 22, 2015 | By Maayan Jaffe, JNS.org
Seven Ways to Celebrate a Meaningful Shavuot

Here are a few ways to infuse some meaning and minhag (tradition) into your Shavuot this year

Read More

WATCH: Israeli, Muslim Footballers Unite For "One World, One Ball"

May 22, 2015 | By Daniel Koren
WATCH: Israeli, Muslim Footballers Unite For "One World, One Ball"

"Play the ball, not the state," say soccer players of various ethnicities to FIFA in new video

Read More

Obama: Our Commitment to Israel is Unshakeable

May 22, 2015 | By Daniel Koren
Obama: Our Commitment to Israel is Unshakeable

The U.S. President also spoke of the need a two-state solution on the inaugural "Solidarity Sabbath" in D.C.

Read More

More Headlines