How Agencies are Using Big Data to Find the Perfect Match?
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❤️ The search for love has never been an easy one. For many people, the dating scene is full of frustrating encounters, unfulfilled promises, and lonely weekends. Finding a way to make things easier to find a perfect mate has always been the goal, but only in the last decade has there been a serious attempt to make a solution available to the public. The solution comes from online dating, which has exploded in popularity, with the most popular sites reaching anywhere from 15 million to 30 million members.
The trend has become so popular, that about 9% of all American adults say they have used an online dating site. They will be able to find your perfect match, but it might not all be just talk. That’s because online dating companies have a special ingredient for finding “the one”: Big Data.
The most common method is by having online dating users fill out questions that help describe themselves, their interests, passions, dislikes, and other helpful information. This isn’t some brief questionnaire where you name your favorite food and color either. Some dating agencies provide up to 400 questions for users to answer, with topics ranging from political views to hypothetical situations to travel history. If that seems like an awful lot of questions, dating agencies say they need them to generate as much data as possible. More data means more chances of success, in this case success being matching up partners who like each other and stay together. And the more successful a dating agency is, the more business they’ll have and the more revenue they’ll generate. With the online dating business generating more than $2 billion dollars a year, agencies are staking their futures and reputations on using big data correctly.
The questionnaire may help generate data, but there are still some weaknesses. For one thing, online dating users may not be entirely honest with their answers. Studies have shown that users tend to lie most about their height, weight, income, and age, which means inaccurate data is being generated. Dating agencies are trying to fight against this by drawing data from other sources. Some sites try to generate data through users’ behavior while on the dating sites, getting information from the profiles they look at. Some dating sites also try to grab data from other websites like Facebook, Netflix, and online shopping pages. Agencies say that the data from these sites will likely be more accurate than what users answer on a long questionnaire.
Dating agencies still have plenty of challenges to overcome to fully utilize Big Data. Sites need to work on algorithms to make better matches. They also need to find new ways to generate data, while filtering out data that is inaccurate or leads to less than satisfying results. With so much customer data kept in the cloud, these companies will also have to constantly address privacy and network security concerns. But it’s clear that big data is playing a major role in the online dating revolution. As dating agencies perfect their methods, we’ll likely see more and more people finding true love online, and who doesn’t want to see that?
***A short introduction of big data:
https://www.youtube.com/watch?v=j-0cUmUyb-Y
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Topic: How Agencies are Using Big Data to Find the Perfect Match? (Read 65 times)
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