“I just don't have time to date.”

You've heard the excuse before. Maybe you've used it yourself. You could be a parent, a bootstrapping entrepreneur, a frequent traveler, or someone swept up in the 24/7 life of a major city. Whatever the reason, the outcome is the same: you have no free time and your love life is suffering.

Being busy is the most believable excuse for being single you'll find – because, sometimes, it's true. Obligations are an inescapable fact of adult life. Time is a precious commodity. It can be difficult to create opportunities to date when you're weighed down by responsibilities and have a finite number of hours in which to achieve them.

That doesn't mean it's impossible. What it does mean is that “I don't have time to date” isn't always an excuse. It also means that you're in need of some serious reevaluation.

The process of getting your love life back begins with assessing two things:

• Your schedule
• Your priorities

First, take an honest look at where your hours go. Once you start tracking your days, you may find a surprising amount of wasted time. It's amazing how many minutes slip by when you surf social media, binge watch on Netflix, and hit the snooze button several times. Could you put those hours to better use?

On the other hand, it's possible that all your hours really are tied up in commitments that leave you with no time to yourself. If so, you'll need to get your life into better balance before you worry about dating. It's time to reconsider your priorities.

You owe it to yourself (and your sanity) to lead a life that does not eat up all of your free time. It's a difficult cycle to break, but when you do, everything improves. Counterintuitive though it may be, taking more time for yourself can make you more effective at work (or whatever else is demanding so much of your days).

Let's get cliché for a minute. If you were on your deathbed, would your final thoughts be about how you wish you'd worked more 14-hour days? If so, keep doing what you're doing. If not, make the necessary changes to have a life that actually gives you a LIFE. It won't be easy, but anything worth having requires effort.

You fought hard to get into the college you wanted. To get the job of your dreams. To get a promotion or pay raise. But when it comes to dating, you're a passive player. And you're missing out.

To find love, you have to create room and opportunity. The desire to date isn't enough. You need to make a fundamental shift that creates a better life balance. Make space in your life for dating and the dates will come.

Plenty of Fish may have taken a backseat to services like Tinder in terms of cultural recognition, but 2015 has been a big year for the company nonetheless.

In March, POF released its revenue numbers for the first time. The dating app and website reached 100 million users worldwide and announced that its run rate – the revenue a company can expect to bring in if business continues as it has so far that year – for 2015 was expected to hit $100 million. That's a dollar per year per user, even though most POF users don't pay a dime for the service.

In July POF was acquired by Match Group, an IAC/InterActive subsidiary, for $575 million in cash. Match Group had purchased a number of dating services over the previous six years, including How About We and OkCupid. Add those to Tinder, which Match had funded early in its lifetime, and Match Group became a serious power player in the online dating world.

After much speculation, Match Group filed for an IPO in October of this year with a tentative offering amount of $100 million. It will operate under the ticker symbol "MTCH" on NASDAQ.

And that's not where the big news ends for Plenty of Fish in 2015. As part of Match Group's filing with the SEC, the company revealed POF's current financial status. This is only the second time the public has seen POF's revenue numbers.

POF's revenue is divided into two categories: subscription and advertising. The majority of the website's funding comes from subscriptions, which make up 75% of POF's income compared to 25% from ads. POF currently estimates 2015 revenue to be $80 million.

With a little math magic, we can find out how many paying users Plenty Of Fish has. Seventy-five percent of $80 million is $60 million per year from subscriptions. Divide that by 12 and POF pulls in $5 million per month. Then divide again by $10, the average monthly revenue per paid member, and the final number is 500,000 paid members. That's a remarkably small percentage of POF's 100 million users.

There's a reason the company relies so heavily on subscription revenue over ads. As singles increasingly favor mobile devices over computers, services like Plenty Of Fish are forced to adapt to smaller screens. Ads are more distracting and harder to read in the cramped space of a smartphone screen.

In other ways, mobile has strongly contributed to the success of POF. “Since our shift to mobile we’ve seen rapid growth both in terms of users and revenue,” says founder and CEO Markus Frind.

“Our revenue model has also evolved from one driven by advertising to one driven by paid membership,” he adds. “Now more than ever, singles are willing to pay for an enhanced user experience.”

There’s no doubt about it: online dating has become even more popular, and at the same time, more frustrating than ever. Believe it or not, there is a correlation between the two.

Dating apps work very similarly to a game. You swipe left and right, amassing lots of matches to your dating bank account, and feeling great. More people, more possibilities. But in reality – how many of your matches are you actually going out with? How many send you messages, and how many respond to yours? Unfortunately, more often than not, the numbers are low. (Or worse – female daters tend to be the recipients of unwanted and aggressive texts.)

So what do we do with this information? Do we declare this to be "the end of dating" along with The New York Times? Do we delete those apps from our phones, as one writer for website Bustle has declared she will do?

You do have the option to drop out of online dating altogether, but I would argue for keeping it a part of how you meet people to date. Dating apps are here to stay, so it's time to embrace them. But we also need to learn how to date - in real life.

The problem doesn't lie with dating apps per se - technology in general is changing how we behave and interact. People are spending more time updating and commenting on their social media accounts than they are having actual conversations or meeting up with people IRL. Take a look at any bar or restaurant, and inevitably you see a group of people at a table, and none of them are talking to each other – they are staring at their phones.

There is an element of social anxiety that comes along with dating, but our phones are giving us an easy way out, rather than learning to overcome this anxiety. It’s much easier to drop a conversation online than try to think of something witty to say. And the thought of making small talk on a first date for half an hour can terrify many young daters who have grown accustomed to safely hiding behind their phones.

Instead of complaining about the technology, it’s time to do something about what we would like to see in the dating world. Ask someone out on a real date. Pick up the phone and have a conversation, don’t just text until one of you drops off. And if you don’t get a response? On to the next.

Most people want to find a connection to someone else. Online dating provides a way to meet people, not a way to actually date them. Instead, the search for connection is totally left up to us – a scary thought. (Why can’t we just blame the dating apps for peoples’ behavior?)

If you want your online dating experience to change, you first need to change your own approach to it. Don’t endlessly swipe. Talk to more people over the phone or in person. Look them in the eye when you are having a conversation. Don’t become distracted by your phone, or lean on it like a crutch when you get bored. Learn the art of making conversation, of flirting. Practice it!

There’s no shame in asking someone out, and to follow through and go on a real date. In fact, it’s the only thing that will lead to a real-life relationship.

I have to admit, when I was single and dating, it was much less stressful to go on a bad date rather than have a good date with a guy who had potential. The reason? I didn’t trust myself enough to think that I knew what I was doing; that I could somehow convince him to like me enough to stay.

It sounds needy when I write about it, but when you have been on several dates with someone and really feel the relationship could be going somewhere, it’s terrifying. Should you just be yourself, and run the risk of scaring him off? Or do you consider everything he could possibily be thinking (and therefore drive yourself nuts trying to change)? Or should you play it cool, and avoid showing him you really care because you might not be on the same page (and that would just be too embarrassing)?

Here is the assumption: dating is a bit of a dance. In the beginning, we are always up for trying new things (Star Wars marathon, scuba diving, or playing baseball – sure why not??). We do feel more adventurous when we are sexually excited by our date. We want him to know we are fun, cool, exciting and mysterious – all those things The Rules taught us - lurking in the backs of our minds.

The truth is, your true selves will emerge sooner or later, so it’s time to get comfortable with the fact that no matter what, you will make mistakes. But here's the good part: you can’t really "mess things up." If he’s truly the one, you will know that he is interested. You won’t have to try so hard to get him to like you. There won’t be mixed messages. He will go out of his way to let you know he's interested - despite your embarrassing moments.

The thing about guys is – when they want a woman, they pursue her. Even the ones who claim to be commitment-phobes. If you are afraid you will come across as goofy, nerdy, not attractive enough, or somehow unlovable when your guy is really interested in you – stop. If he is the right one for you, he won’t care about that time you spilled ice cream down the front of his shirt, or drank a little too much, or kept going on and on about your work conference. He will be much more interested in you, not your quirks or mistakes. In fact, he probably finds them endearing.

Most importantly, you won’t be chasing him, or wondering what he thinks, or second-guessing yourself at every turn. So instead of waiting for the other shoe to drop, it’s time to just enjoy dating him.

If you use dating sites or apps and haven't run into a creep, weirdo or jerk, you're rarer than a unicorn. Sometimes it seems like online dating is only horror stories.

It isn't. There are stories that end happily-ever-after, with the lovebirds riding off into a picturesque digital sunset – you just may be the protagonist of a few less desirable tales first. It's part of the process, whether you're dating online or off.

The good news is, there are red flags that warn of dating doom if you're observant enough to spot them. If you see these bad dating behaviors, especially if you see several combined, it's safe to say you should swipe left.

1. Their profile is excessively short. Two sentences and a mirror selfie doesn't cut it. The first sign that someone is serious about dating is that they apply that seriousness to their profile. They should have filled out the text portion completely and have a thoughtful selection of photos. If they're not willing to put time into that, odds are they aren't willing to put time into you.
2. They talk about their exes. We all have them and it's ok to share stories of former relationships eventually. It's part of building intimacy. But someone who talks about their ex immediately – right there in their profile, before you've even started a conversation – is stuck in the past and probably not ready for something new.
3. They speak ill of anyone, ex or not. Trash talking is not a good look. For the same reason you shouldn't date someone who treats a restaurant server poorly, you shouldn't date someone who is rude or crude about others in their profile. If they don't have anything nice to say, they should keep their mouth shut and their fingers off the keyboard.
4. They use negative language. Trash talking isn't the only way someone could be negative in their profile. There's an endless list of things they could complain about. If their profile is focused on life's negatives, it probably reflects their real-life personality. Do you want to be in a relationship with a committed pessimist?
5. They're already flaky. Rewind to #1. That's an early sign of flakiness. Later on, you may find that they're excessively late to answer your messages or don't respond to messages at all. Or maybe they divert the conversation when you try to arrange a date. Don't waste time trying to change their mind or change their ways. If they are really interested, they'll put clear effort into getting to know you.

Watch for theses red flags and eventually you'll swipe your way into that sunset.

Dating can feel like a spin of the roulette wheel. You could wind up a winner or go home a loser, and either way, your fate is in the fickle hands of Lady Luck. Run into a particularly bad string of dates and you might even think your odds are better in Vegas.

Online dating can't take luck out of the equation entirely, but matching algorithms attempt to add science into the mix. Much has been said about how data is used to help online daters meet their match, but what about the dating sites themselves?

Lynsey Tomkinson, senior marketing manager at eHarmony, spoke to CMO about how an audience segmentation project opened up a whole new world of possibilities for eHarmony. Tasked with increasing the effectiveness of the company's marketing programs, Tomkinson's team relied on data to find ways to better understand and interact with prospects and customers.

The team's investigation began with eHarmony's testimonials. In an age that's widely accepting of online dating, testimonials are no longer needed to persuade new prospects to try it for the first time. Instead, it's about persuading them to switch to eHarmony.

eHarmony also decided to dial down on its marriage-based messaging. Although the company built a strong reputation as a marriage-minded site, that motif becomes increasingly less relevant in the modern world. The company will now showcase that it's a relationship-oriented site without focusing on marriage specifically.

eHarmony launched an audience segmentation project late in 2014 to delve deeper into audience insights. The goal was to find better ways to target individuals using messages carefully tailored to their needs, interests and lifestyles. eHarmony drew on data from its 2.6 million Australian members and analyzed more than 70 million data points – the largest bespoke audience segmentation project in the company's eight-year history in Australia.

Ten unique audiences were identified based on profitability, volume and opportunity. Tomkinson's team emphasized the top three, most commercially viable segments. As a result, customer subscriptions and engagement rates leapt by double digits, while eHarmony improved the cost of its registration-to-subscription rate by 53 percent.

After the success of these data-driven experiments, the next step is to boost data analytics capability in-house. “This provides the business the case to get these systems running internally for us,” Tomkinson told CMO. eHarmony is now taking steps to build its infrastructure. Tomkinson hopes the company can produce more data-driven initiatives internally by this time next year.

“This work has set up a good foundation for us that hopefully will work well internally in the future,” she says.

For more information on this dating service please read our review of eHarmony.com.