Matching

Most folks are probably content to hit Like buttons and swipe right without knowing how any of it actually works. But if you're like me, you can't help being curious about what goes on behind the scenes.

For those of us in the second category, there's this recent video from David Gevorkyan, principle software engineer at eHarmony. In the hour-long talk, Gevorkyan describes how eHarmony creates the highly compatible matches it's known for, and how the company leverages Big Data technologies to accomplish that goal.

Popular online dating company Zoosk announced this week the launch of Dating Insights, a new feature on its site that allows members to see a holistic view of their dating activity and preferences culled from Zoosk’s original “behavior-based” matching technology.

Zoosk has long marketed the benefits of its technology, which tracks how users behave on its site and matches them accordingly. For instance, if Zoosk notices that you mostly reach out to bookish guys, then it will start matching you with more literary types. It works for both daters and Zoosk, because the more you use the service, the better (and more curated) your matches will be.

The new feature Dating Insights will offer members information about their own individual dating preferences, and will also aggregate information about members who have shown some interest. The idea is to help you understand your patterns and preferences so you can have a better overall dating experience.

Dating Insights is divided into three sections:

Who Likes You – this feature provides demographics of matches who have shown the most interest in the user, like those of a particular age, body type, education, ethnicity, religion, and whether or not they smoke.

Who You Like – Zoosk sums up your preferences, not based on your profile, but on your behavior. For instance, Zoosk will let you know that “you put more importance on a man’s level of education than most” or “The Lord of the Rings is the book liked most by the men you’re interested in.”

Your Dating Style – this shows how often (and how well) you are using the dating site, and provides tips on how to improve your experience.

It only makes sense that the online dating company would harness its own technology to offer daters insight into how they are dating, since they use it to match daters anyway. But they aren't the first.

OkCupid has used information gathered from its own users as well to shed light on how people date online. Co-founder Christian Rudder analyzed the extensive data the company collected to understand online dating trends and to provide its members with more services they want (for a fee) – such as the ability to rate dates and filtering out people who don’t physically match your ideal. eHarmony also provides insight to daters as part of its package of services, though it is more personalized. eHarmony offers a “profile book” once you have finished with its extensive questionnaire, where you can find out what your strengths and weaknesses are as a dater and in a relationship.

Helping daters understand the online dating experience and what they want isn’t new, but hopefully the more opportunities daters have to see this kind of information, the better their experiences will be.

For more about this service you can read our Zoosk review.

The FTC has filed its first lawsuit against an online dating company, accusing UK-based JDI Dating of luring customers to pay money through fake profiles the company created.

A settlement between the FTC and JDI Dating prohibits the company from using fake profiles and requires it to refund more than $616,000 to customers. JDI operates 18 websites including cupidswand.com, flirtcrowd.com and findmelove.com.

According to a press release distributed by the FTC on the matter, JDI was tricking customers by offering them a free plan and allowing them to set up profiles and upload photos. Once customers completed this process, they began to receive messages supposedly from other users, but were unable to respond until they bought a paid membership. Membership for the sites ranged anywhere from $10 to $30 per month.

Unfortunately, the profiles that usually attracted paying customers were often virtually generated, so once new members were paying for their subscriptions, they weren't able to communicate with the matches they thought they were getting - because they never existed.

“JDI Dating used fake profiles to make people think they were hearing from real love interests and to trick them into upgrading to paid memberships,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection.

The prevalence of fake profiles has long been an issue for online daters, but this new lawsuit is finally shedding some legal light on the problem. Because of this, more online dating companies will probably be re-thinking their freemium services (attracting users with free services and later asking them to pay for certain "privileges" on the site.) Freemium services are often based on how many members join the site - numbers are key in the online dating world, because high numbers attract more people. The more valuable a company's user database, the more likely people would be willing to pay for their matches, because they feel that they are getting more choices.

In addition to generating fake profiles, the FTC found that JDI was also misleading consumers about payments. The company did not inform customers that subscriptions would have recurring charges until the customer canceled the service (which was tricky to find on the site), so many people paid for the site after they stopped using it without realizing it.

Rich added, “Users were charged automatically to renew their subscriptions – often without their consent.”

Again, this is a common practice among online dating sites. Several do have recurring charges, and it's often difficult to figure out how and where on a site to fully cancel services and erase your profile. For example, free dating sites like Plenty of Fish have kept profiles of members who are no longer using the service without clearly explaining to customers how to fully delete them. Although they are not charging for their services, it could be misleading to other daters.

The FTC lawsuit is a positive step in helping companies in the online dating industry clean up their databases and be more honest with the services they provide. We'll see if other companies are named in the future.

According to Bloomberg News, the popular dating website Zoosk is scheduled to go public. The company filed earlier this year, but the latest stock market volatility might delay their offering until 2015.

Zoosk has long touted itself as a major contender in the online dating game due to its large international user base, alongside brands such as Match.com and OkCupid. The company has more than 27 million members across 80 countries, and the online dating market is reported to be worth $1.4 billion.

The appeal to investors goes beyond the revenues to be had in the online dating market. Zoosk company executives are betting on their extensive user base and tracking technology to help leverage their value. Unlike many online dating websites that rely on lengthy questionnaires and profile descriptions, Zoosk’s technology is purely behavior-based. That is, when users of the site navigate through profiles, send messages, or set filters to view other members, Zoosk is tracking this data and responding by providing matches that have similar behavior or seem most compatible. In other words, they are honing in to what users really want by seeing what they actually do online.

The more a user interacts with other members in the Zoosk community, the more Zoosk learns about that person to give them better matches. To the company’s benefit, it also gives them a wealth of data about their users, which is a valuable asset for investors.

Zoosk is also integrated so users can log in no matter what platform they are viewing on – phone, laptop, iPad or tablet, and is the #1 grossing online dating app in the iTunes store, according to its website. But its marketing expenses might be cutting into its revenue.

Website SeekingAlpha.com has been speculating about the opening price the company will decide upon, based on current statistics. Zoosk’s options granted in April 2014 had an exercise price of $7.72, so SeekingAlpha.com assumes the pricing discussions are in the range of $8-$16, which might not be an incentive for investors looking for a deal (and also looking at how the company can bring in more revenue). Right now, the dating app is free, but members pay to use features like messaging, chatting, and connecting with viewers who have viewed their profiles.

The opening price of the company’s stock is a matter of concern, but what does it mean to go public during such a risky market?

“Nobody wishes they went public today or over the last week,” Max Wolff, the chief economist at Manhattan Venture Partners, an investment firm focusing on late-stage private technology companies, told Bloomberg. “A regular bout of intense selling, like we’re seeing now, makes people feel like it’s smart to stay private longer.”

So the next move is up to Zoosk, but the company anticipates that investors are willing to bet on it.

Please read our Zoosk review for more information on this service.

Online dating is...well, let's just say it's not the easiest thing you'll ever do. It falls somewhere between “Waiting in line at the DMV” and “Your friend vomiting on you while you hold her hair after a night of too many tequila shots” on the frustration scale.

And yet, we can't keep ourselves away. There's something undeniably alluring about clicking profiles and swiping right, so we make the best of it and keep on going.

No doubt you have an online dating horror story of your own – or maybe even enough to fill an entire anthology – but you don't have to stumble from one bad date to another. There are good dates to be had too, and these 7 rules will help you find them.

1. Get Online: This is gonna sound crazy, but you can't meet someone online if you're not online in the first place. I know taking the plunge is scary, but it's less scary than not taking the plunge. Stop procrastinating and brave that first step.
2. Prioritize: You probably have a laundry list of Wants and Don't Wants, and that list is holding you back. Knowing what you want and need in a relationship is a good thing, but narrowing a person down to a list of qualities is limiting. Is anyone really going to match up with every single thing? Probably not, so prioritize your list and focus only on the top few entries.
3. Understand The Algorithms: Online dating sites seem mysterious at first glance, but their inner workings are hardly sorcery. Algorithms work by analyzing both what you say explicitly and the behavior you exhibit. So if you say you're into tall, dark, and handsome but tend to click on shorter blondes, the algorithm will adjust to present you with matches you'll actually be interested in based on your behavior.
4. Stay Short And Sweet: Shorter profiles tend to fair better than longer profiles. What you want is something brief but informative and intriguing. One sentence won't cut it, but one hundred is too many. The goal is to...
5. Create A Curiosity Gap: All those annoying headlines from BuzzFeed and Upworthy? This is why they're so successful. They create what's called a “curiosity gap” by offering enough information to pique your interest, and nothing more. Describe yourself if a few fascinating words, and leave them wanting more.
6. Be Positive: Use positive language in your online dating profile. Talk about what excites you, what you're passionate about, and the dreams you have for the future. People want to be around others who make them feel good, not those who dwell on the negative.
7. Think Like A Marketer: You are the product you're selling. Who is your audience? And what is most likely to hook them? If you know who you want to attract, you can figure out how to attract them. You'll have the most success when you can target your profile to the partner you want.

Have the neighborhood children ever mistaken your home for a zoo?

A) Start charging for entry, because you might as well be making some cash off your tendency to horde animals.

B) Join a dating site designed for pet lovers, so that one day the human-animal balance in your household won’t be tipped quite so far in the animals’ favor.

There are dating sites based on religion, ethnicity, financial status, occupation, and political preferences, so it was really only a matter of time before someone created a dating site for you and your furry friends. The idea is exactly the same: by pairing people with shared interests, you increase the odds of emotional connection and lifestyle compatibility. Having a theme to your search can add a sense of purpose, and make that haystack you’re looking for a needle in more relevant and more appealing.

It also makes for an easy icebreaker. Bring your adorable pooch on your first date, and you’ve already got a built-in conversation starter to get things going. Date doesn’t love your pet as much as you do? Then there’s a good chance they won’t be a good fit for your life, and you’re better off knowing that sooner rather than later.

Still, not all dating experts are on board with the idea of puppy love that involves actual puppies. “When you consider how challenging it already is to find someone who offers what you are seeking in a romantic partner, and who seeks what you are offering, and where there is also mutual chemistry, and the timing is right … you have to wonder who in their right mind would want to make it even more challenging by insisting on canine chemistry,” says Trish McDermott, who spent 10 years as the dating expert and spokeswoman for Match.com.

If you’re in the camp that thinks it’s hard enough to begin a new romance without the added pressure of using your pooch to assess compatibility, stick to traditional dating sites. But if you’re the “Love me, love my dog” type, there are plenty of dating sites available to match you and Fido with someone who will fall in love with you both.

PetsDating is one of the biggest dating sites designed for you and your pet. There’s also DateMyPet.com, YouMustLoveDogsDating.com, PetPeopleMeet.com, MatchmakerPet.com, and the bluntly named LoveMeLoveMyPets.

Long walks in the (dog) park are only a click away.