Sam Yagan and Christian Rudder of OkCupid discuss how they use non-traditional metrics and data to run their business more effectively than competitors. They analyze billions of interactions and messages to determine what leads to more replies and attraction between users. Their analysis found things like compliments on personality are more effective than comments on physical appearance, and more attractive users get more messages regardless of gender. They aim to share their data-driven insights to help marketers improve their social media strategies.

1. Exposing Non-Traditional Metrics To Run Your Business
Sam Yagan & Christian Rudder | OkCupid

2. Who is OkCupid?
• 4 math majors take on the
dating industry
• Reinventing business model,
user experience, approach
• Most innovative dating site
(iDate); Top 5 corporate blogs
(Mashable)

3. Data Drives Daters & Dollars
• We’re an underdog; 14 people
• Need to compete for consumers with Match &
eHarmony – sans 300 employees, sans TV budget,
sans Dr. Phil
• Need to compete for ad dollars with everyone
• Our secret weapon: math

4. Sources of Data
Demographic data Stated preferences Revealed
• Age, race, & • Hundreds of preferences
gender millions of • Billions of real
questions personal
answered interactions

5. The Optimal First Message
• Question: How can users construct messages
that are more likely to attract a reply?
• We parsed and analyzed 500,000 messages
• We created user messaging guidelines

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7. !"#$%&#'()*+,-"./,0*1,2'3*"(4%&)/,
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8. User Attraction
• Question: How does a person’s attractiveness affect his or
her success on the site?
• This study led us to make some algorithmic adjustments

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11. Wooing Marketers
• Dating rarely contextually relevant
• Two weapons
• Demographics (singles vs. married)
• Data

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13. Q: Do you spend
more money on food
or clothes?
Age progression, 18 to 48

14. Q: Do you spend
more money on food
or clothes?
Age progression, 18 to 48

15. Wrapping Up
• For many Fortune 1000 companies looking for social media
strategies, data-driven approaches can be easy, effective
• We’d love to help you think about your data!

16. You’re Welcome!
@okcupid | sam@okcupid.com & christian@okcupid.com