This article details how data is used by online dating platforms to match members though social listening & observing ethnography. Three dating platforms with unique algorithms but similar objectives are described: Match.com & HowAboutWe observes member behaviors and patterns, while Coffee Meets Bagel uses mainly social listening and Facebook. Interestingly, Match.com found that consumers break their own rules about what they want in a relationship; for example, a woman would put money as an important factor, yet her social media activity would show her continually interacting with the musician or artist.
Evidently, consumer data paired with ethnography is important to the success of these dating sites. Big data is important for determining consumer preferences, whereas ethnography is incorporated through social elements and user inputs. Sites allow behavior to be easily observed, giving us great insights; for instance, having at least 1 mutual friend increased the probability of two people connecting by 37%.
When companies combine data and consumers’ social habits, they are able to better meet needs and preferences. This points to the significance of monitoring the type and accuracy of data collected to make credible matches because this methodology limits sites to only observing online behavior.