Building the Data-Driven Brand      Digiday Data Marketing Summit                Sam Yagan       Co-Founder & CEO, OkCupid...
ABOUT OKCUPID                2
OkCupid Background• Leading online dating site,  launched in 2004• Exclusively organic growth• 10,000,000+ registered  use...
4 Math Majors Started a Dating Site?• Fundamental belief in data.• Why do people date online?• What kinds of data can we c...
The Three Uses of Data• User experience (making better matches)• Marketing (PR)• Sales (targeting ads more effectively) Th...
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 e...
What Are We Optimizing?• What’s our definition of success?  – A 3-way.• Key elements:  – Distribution of messages  – Recip...
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• Fi...
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…•...
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 an...
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 ...
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....
Attractiveness Wins                Interest from Males by Attractiveness Quartiles141210 8                                ...
The Older Mass Retail Shopper• She is competing (for men, possibly jobs) with women  much, much younger than herself.• Per...
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...
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...
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...
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...
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    co...
What Else Can We Learn?                   Men                              Women1.   In a certain light, wouldnt   1.   Do...
51
Building the Data-Driven Brand      Digiday Data Marketing Summit                Sam Yagan       Co-Founder & CEO, OkCupid...
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DMS: OkCupid: Building the Data-Driven Brand

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Speaker: Sam Yagan, CEO, OKCupid

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DMS: OkCupid: Building the Data-Driven Brand

  1. 1. Building the Data-Driven Brand Digiday Data Marketing Summit Sam Yagan Co-Founder & CEO, OkCupid President, Match Media Group @samyagan, @okcupid
  2. 2. ABOUT OKCUPID 2
  3. 3. 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. 4. 4 Math Majors Started a Dating Site?• Fundamental belief in data.• Why do people date online?• What kinds of data can we collect? 4
  5. 5. 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
  6. 6. Modeling the Offline Dating Decision Process 6
  7. 7. 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
  8. 8. 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
  9. 9. OKTRENDS --HTTP://BLOG.OKCUPID.OCM 9
  10. 10. 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
  11. 11. Did It Work?Launch of OkCupid’sblog, OkTrends 11
  12. 12. ABOUT MATCH MEDIA GROUP 12
  13. 13. 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
  14. 14. DonQ’s Campaign Created Data 14
  15. 15. The Data on Singles 15
  16. 16. CASE STUDY:A TOP-25 INTERNET RETAILER 16
  17. 17. The Retailer’s Core Customer• Female• Between 25 – 45 years old• In these zip codes: 17
  18. 18. 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
  19. 19. How She Describes Herself: 19
  20. 20. Her Male Counterpart 20
  21. 21. 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
  22. 22. Her Preferences by Age 22
  23. 23. His Preferences by age 23
  24. 24. Women Seeking Men 24
  25. 25. Men Seeking (Younger) Women 25
  26. 26. Men Seeking (Older) Women 26
  27. 27. Attractiveness is Exponential 27
  28. 28. She is More Positive 28
  29. 29. She’s Also More Sex-Positive 29
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. HUMAN NATURE 33
  34. 34. Do You Spend More $ on Clothes or Food? 34
  35. 35. iPhone “Autobiography” 35
  36. 36. Android “Autobiography” 36
  37. 37. Blackberry “Autobiography” 37
  38. 38. “We just paid a market research firm $250k to tell us that.” 38
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. Is that an iPhone in Your Pocket…? 43
  44. 44. DATING TIPS 44
  45. 45. Say Something Interesting 45
  46. 46. Avoid the Superficial 46
  47. 47. Ladies: How to Dress for Success 47
  48. 48. A Typical First Date 48
  49. 49. 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
  50. 50. 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. 51. 51
  52. 52. Building the Data-Driven Brand Digiday Data Marketing Summit Sam Yagan Co-Founder & CEO, OkCupid President, Match Media Group @samyagan, @okcupid
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