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DMS: OkCupid: Building the Data-Driven Brand
 

DMS: OkCupid: Building the Data-Driven Brand

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Speaker: Sam Yagan, CEO, OKCupid

Speaker: Sam Yagan, CEO, OKCupid

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    DMS: OkCupid: Building the Data-Driven Brand DMS: OkCupid: Building the Data-Driven Brand Presentation Transcript

    • Building the Data-Driven Brand Digiday Data Marketing Summit Sam Yagan Co-Founder & CEO, OkCupid President, Match Media Group @samyagan, @okcupid
    • ABOUT OKCUPID 2
    • OkCupid Background• Leading online dating site, launched in 2004• Exclusively organic growth• 10,000,000+ registered users• 500,000,000+ messages sent each year• Acquired by Match.com Our brand has become synonymous with data. “The Google of online dating” – Boston Globe 3
    • 4 Math Majors Started a Dating Site?• Fundamental belief in data.• Why do people date online?• What kinds of data can we collect? 4
    • The Three Uses of Data• User experience (making better matches)• Marketing (PR)• Sales (targeting ads more effectively) The combination can build a powerful brand. 5
    • Modeling the Offline Dating Decision Process 6
    • A Unique View Into Consumers• Sure, Amazon has deep purchase data• And Facebook has deep social data• Dating sites – and especially OkCupid – have – Demographic data – Psychographic data – Lifestyle data – Consumption data Whom would you share your most personal info with? 7
    • What Are We Optimizing?• What’s our definition of success? – A 3-way.• Key elements: – Distribution of messages – Recipient’s interest in the message – Keeping reply rates high 8
    • OKTRENDS --HTTP://BLOG.OKCUPID.OCM 9
    • We have data. Now what?• Goal: Use data to build our brand – Leverage our data – Create buzz – Engage authentically• First we tried traditional PR• Then we started blogging… 10
    • Did It Work?Launch of OkCupid’sblog, OkTrends 11
    • ABOUT MATCH MEDIA GROUP 12
    • Largest Group of Dating Sites• Powerful combination of reach, depth, and data.• Not only use data to target campaigns…• But also to turn data into the campaign itself. 13
    • DonQ’s Campaign Created Data 14
    • The Data on Singles 15
    • CASE STUDY:A TOP-25 INTERNET RETAILER 16
    • The Retailer’s Core Customer• Female• Between 25 – 45 years old• In these zip codes: 17
    • Ok, Cupid?• This retailer had many data sources – Ad agency – Customer surveys – Focus groups – Market research• We analyzed the 490,439 active OkCupid members that fit these criteria. 18
    • How She Describes Herself: 19
    • Her Male Counterpart 20
    • What’s Top of Mind: Age• 25-45 is pretty broad!• Retailer especially interested in older women• So we explored the impact of age 21
    • Her Preferences by Age 22
    • His Preferences by age 23
    • Women Seeking Men 24
    • Men Seeking (Younger) Women 25
    • Men Seeking (Older) Women 26
    • Attractiveness is Exponential 27
    • She is More Positive 28
    • She’s Also More Sex-Positive 29
    • Age vs. Attractiveness: Who Wins?250x200x150x100x 50x 0x 1.0 1.2 1.4 1.6 1.82.0 2.22.4 2.62.8 3.03.2 3.4 3.6 3.8 4.0 4.2 4.4 4.6 4.8 5.0 attractiveness rating 30
    • Attractiveness Wins Interest from Males by Attractiveness Quartiles141210 8 top quartile 6 2nd quartile 3rd quartile 4 bottom quartile 2 0 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 the womans age 31
    • The Older Mass Retail Shopper• She is competing (for men, possibly jobs) with women much, much younger than herself.• Perhaps counter-intuitively, she is much more confident than her younger competition.• She has two weapons: her attitude & her looks.• This should influence communication and merchandising. 32
    • HUMAN NATURE 33
    • Do You Spend More $ on Clothes or Food? 34
    • iPhone “Autobiography” 35
    • Android “Autobiography” 36
    • Blackberry “Autobiography” 37
    • “We just paid a market research firm $250k to tell us that.” 38
    • Men’s Ratings of Women’s Looks6%5%4%3%2%1%0% 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 5.0 39
    • Men’s Messaging to Women6%5%4%3%2%1%0% 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 5.0 40
    • Women’s Ratings of Men’s Looks8%7%6%5%4%3%2%1%0% 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 5.0 41
    • Women’s Messaging to Men8%7%6%5%4%3%2%1%0% 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 5.0 42
    • Is that an iPhone in Your Pocket…? 43
    • DATING TIPS 44
    • Say Something Interesting 45
    • Avoid the Superficial 46
    • Ladies: How to Dress for Success 47
    • A Typical First Date 48
    • Do My Date & I Have Long-Term Potential? 1. Do you like horror movies? 2. Have you ever traveled around a foreign country, alone? 3. Wouldn’t it be fun to chuck it all and go live on a sailboat? 49
    • What Else Can We Learn? Men Women1. In a certain light, wouldnt 1. Do you like the taste of beer? nuclear war be exciting?2. Assuming you were in the position to do so, would you launch nuclear weapons under any circumstances?3. Could you imagine yourself killing someone? Will You Have Sex on the First Date? 50
    • 51
    • Building the Data-Driven Brand Digiday Data Marketing Summit Sam Yagan Co-Founder & CEO, OkCupid President, Match Media Group @samyagan, @okcupid