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As an employee at i2, a ­supply-chain management company based in Dallas, Amarnath Thombre was tasked with finding the most efficient ways to transport products around the country. Now, as a key engineer for Match.com, Thombre is revolutionizing the online dating industry.

Thombre, a native of Pune, India, attended the Indian Institute of Technology in Bombay before taking an advanced degree in chemical engineering at the University of Arizona. Though his experience hadn't specifically prepared him to enter the world of online dating, Mandy Ginsberg, his former co-worker at i2 and current president of Match.com US, saw potential in Thombre when she needed to overhaul the algorithm behind Match's pairing process.

"I brought over a bunch of people who I thought could help solve one of the most difficult problems out there, which is how to model human attraction," Ginsberg told David Gelles for FT Magazine. Her choice proved to be a wise one, and Thombre's expertise, along with a team of 9 math whizzes, proved to be exactly what the company needed to update the Match algorithm.

The Match algorithm, also known as "Synapse," learns about its users in a way that is similar to the way the human brain learns, Thombre says. "When you give it stimuli, it forms neural pathways," he told Gelles. "If you stop liking something, those shut off. It's learning as you go." This innovative idea is similar to the groundbreaking technology used by sites like Amazon, Neflix, and Pandora to recommend new products, movies, or songs based on a user's preferences. But when it comes to matching people based on their potential love and attraction, however, things get significantly more complex.

"With Netflix, people are constantly rating movies," Thombre explains. "But there's only one The Godfather, and you rate it once. Even if you like The Godfather, The Godfather doesn't have to like you back. The whole problem of mutual matching makes the problem 10 times more complicated."

To solve this problem, the Match algorithm gives variables different weights, according to how users behave. "For example," Gelles writes, "if conservative users were actually looking at profiles of liberals, the algorithm would learn from that and recommend more liberal users to them."

So far, Ginsberg and Thombre's changes seem to be working wonders. Since the implementation of the updated algorithm, "Yes" ratings on the site's Daily5 feature have increased over 100%, and more than half of e-mails sent on Match originate from matches recommended by Synapse. The future looks bright for the Match algorithm.

Read the original FT Magazine article here. For part 1 on this story you can read How Match.com Makes A Match.

For more information on this online dating site you can check out our Match.com review.

Spark Networks has reported their second quarter financial results for the year 2011. Revenue is up by 17 percent to $12 million when compared to quarter 2 of 2010 and up 9 percent when compared to the last quarter. This is the largest quarter over quarter growth in 6 years and the third consecutive quarter growth in a row.

Jewish Networks was responsible for $6.73 million of revenue. This is an increase of 1 percent when compared to the same quarter last year. The Other Affinity Networks saw revenue reach $4.7 million. This is an increase of 68 percent when compared to Q2 2010. General Market Networks revenue continued to fall with revenues of only $153,000. This is a decrease of 48 percent. Revenue from Offline & Other Businesses was $449,000.

Average paying subscribers for the Jewish Networks rose 1 percent to 90,094 during quarter 2. Other Affinity Networks surpassed Jewish Networks for the first time ever and reached 96,071 average paying subscribers. This is an increase of 50 percent. General Market Networks subscribers fell again to 3,485. They saw a 46 percent decrease when compared to the same quarter last year.

I have been seeing a lot of Christian Mingle TV commercials lately so I am sure this marketing endeavor is partially responsible for the large increase of subscribers that the Other Affinity Networks is seeing.

For the full 2011 Q2 release visit Spark Networks News Room.

Related Story: Spark Networks First Quarter 2011 Financials

PlentyOfFish has just updated their mobile dating applications for both the iPhone and Android OSs. The big improvement with this version is speed and lower bandwidth use. This is achieved by caching the profile and picture data retrieved from POF so it is only downloaded once or when updated.

Other improvements include easier editing of both photos and profiles. Pinching and zooming profile pictures has been added along with updates to editing your location and searching for local users. Users can also now just search for mobile users near them.

The POF App on the Android Market currently has a rating of 3.9 out of 5 stars with almost 6,000 votes. According to a number of reviews the only thing missing from the app is the ability to chat via text.

For more on this story please read the press release. To find out about this dating site and what other singles think you should check out our PlentyOfFish review.

Jazzed went live about this time last year. This week they officially launched (non beta status) as a social dating site where people can "share, meet and connect". Members must complete a profile when they first join. Profiles contain large photos and have unique questions designed to help members engage in communication. Interests of the members are displayed visually making it faster and easier to view profiles and find members who you feel are a match.

The site now has about half a million members and has seen its mobile app downloaded about one quarter of a million times this summer. This dating site is geared towards the younger generation with over half the members aged 18 to 34. It is free to join and browse profiles but to communicate you must pay a subscription.

For more on the story you can read the press release.

Over the last few years PlentyOfFish has tried several different ways to monetize their members. They first offered paid virtual gifts back in December of 2008. It didn't last long though and was pulled after about a month. In March of 2009 PlentyOfFish then offered the "Paid Profile Upgrade". This upgrade called the "Serious Member Badge" was designed to showcase that the member was serious about online dating by displaying icons on your images and highlighting your profile. Prices ranged from $5.95 to $9.80 a month. By mid-2010 the Serious Member Badge also offered a few additional features including having their profile appear above others in search results.

Early this month PlentyOfFish started to offer a new regular membership. As far as we can tell this membership has replaced the Serious Membership along with the “privilege of upgrading” assessment which was supposed to weed out all those who were not serious about maintaining a long-term relationship. The new membership offers:

• The new and improved Ultra Match matching system
• Improved visibility on PlentyOfFish including higher placement in search results
• Find out if your emails were read or just deleted
• The use of profile themes
• Who has viewed your profile
• Unlimited virtual gifts through email
• Additional credits for placing gifts on profiles

Membership costs have increased slightly and range from $6.78 a month for a year to $11.80 a month for a 3 month term. There is no auto rebilling but memberships are also non-refundable. With these new membership changes the only thing that differentiates PlentyOfFish with most other popular paid dating sites is that they still allow all members to email and message each other for free.

With the new membership comes a new statistic. If you upgrade to the new membership it will improve your chances by 530% according to PlentyOfFish (I assume this is when compared to a free membership on the site). With the Serious Membership upgrade your chance of a relationship only increased by 230% 😉 (See Story).

I also notice the other week that the domain Plentyoffish.com now forwards to POF.com, this use to be the other way around. The URLs in the emails I receive from PlentyOfFish for matches etc. also use the POF.com domain though the email is still sent from customercare@plentyoffish.com. The site is still obviously called PlentyOfFish so I am not sure why they changed the primary domain at this point to just the initials. Maybe it will be easier to remember for the average user, or maybe there will be a name change in the future? (I really doubt this will happen)

The last thing that has changed is that the forums link is now back at the top of the PlentyOfFish dating site. We notice that this link first disappeared sometime last summer (See Story). The upgrade link in the forums though still points to the old “SERIOUS UPGRADE” page and not the new membership upgrade page.

To find out more about this dating service you can read our POF review.

Match.com launched in 1995, and the site's popularity is still on the rise. In the highly competitive world of online dating, Match.com consistently ranks highly in dater's minds, and for good reason: their trailblazing technology makes them a cut above the rest.

Codenamed "Synapse," Match's algorithm evaluates a diverse range of factors in order to match compatible singles. David Gelles recently took a look backstage at Match.com for FT Magazine, guided by Mandy Ginsberg, president of Match.com US, and Amarnath Thombre, a key engineer for the company, to discover exactly what makes the Match algorithm so special.

Ginsberg had personal experience with the trials and tribulations of online dating before joining the Match team. After divorcing her spouse shortly after leaving college, she joined JDate but had no luck finding a partner. Love later found her in the form of a co-worker from India, who won her heart despite being vastly different from the man she thought she wanted to marry.

"If I had laid out a criteria for what I was looking for, it would not have been a guy from south India," she told Gelles. "People are complex. You're constantly making trade-offs about who's too tall, too short, too smart and too dumb. People come in and tell us a bit about what they're looking for. But what you say and what you do can be different."

With that idea in mind, known as "dissonance" in academic circles, Ginsberg helped revolutionize Match's approach to online dating. "I might come in and say I'm looking for a nice Catholic guy between 30 and 40 who is non-married," she says. "But after weeks of looking at people, I might get an e-mail from a guy who has kids, and I might accept that." Taking into consideration the fact that most people don't know themselves as well as they think they do, the engineers at Match adapted the algorithm to pair users with potential dates based on a combination of what they say they want and what it seems they actually want based on their actions on the site.

Now, instead of taking user's preferences at face value, Match's cutting-edge technology relies on a variety of factors to match prospective partners. Stated preferences like age range and body type are taken into consideration, while the algorithm augments that information with the knowledge it gains from an intelligent examination of a user's behavior on the site. If a member's actions don't match their stated preferences, Match learns that those preferences are not entirely correct and that the member is open to meeting people who don't fit the original description. Synapse also looks at the behavior of similar users and factors in that information as well, in a process known as "triangulation."

As impressive as Ginsberg's contribution to online dating is, Match's amazing innovations would not be possible without its team of brilliant engineers, like Amarnath Thombre, whose story we'll look at next time.

For more information on this popular dating site you can read our review of Match.com.