Dating site data analysis

After consumer data has been gathered and analyzed, it is typically Each dating site or app has created their own set of algorithms to match.
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If both swipe right, they can start talking. These swipes generate a massive amount of data, as there can be as many as one billion per day.

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From these, there is a lot we can learn about attraction. Buzzfeed ran a study of what caused Tinder users to pick others, with much of it unfortunately coming down to race. There have been a number of other insights though.

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Analytics Data Warehousing Predictive Analytics. Popular Recent Top Authors. UK government's attitude to RPA adopts "massive shift" toward implementation. Several dating sites ask users to complete a personality questionnaire when they sign up, some of the more in-depth can be hundreds of questions long.

Big Data Analytics for Online Dating Services – Big Data E-Book

With permission from users, many apps and sites gain additional data insight from other sites they use, such as social media platforms, preferences on streaming sites and even online shopping histories. Known as collaborative filtering, this approach matches users based on factors like their most-watched shows and the kind of products they buy. It can result in more harmonious pairings than questionnaire data alone, especially when users can be tempted to appear more appealing on paper by hiding their real likes and dislikes.

Taking the data from social media one step further, dating app LoveFlutter presents users with a detailed snapshot of their personality when they link it up to their Twitter account.

While they cannot promise matches based on personality, a growing number of dating apps are giving users the opportunity to find potential partners that look like another person of their choosing. Through deep learning , an app can learn to identify particular facial features by analysing huge numbers of images of human faces. Able to train itself, a deep learning application can pinpoint the key characteristics of a face that it needs to recognise to differentiate one person from another, such as the shape of the nose or the colour of the eyes, without being told.

When a user uploads an image of the kind of person they want to meet, the app searches its bank of images to find people with features that most closely resemble those of the person in the original image. Relative newcomer to the dating apps scene, Badoo , is one such app.

All that data, ripe for the picking

Similar to the way dating sites supplement submitted questionnaire data with consumer data from third parties, some also use algorithms to read between the lines of on-site user behaviour. After the site collects a large amount of data, the information is analyzed; all the data is compiled in a database system including RDBMS and NoSQL databases, and then sifted through using a variety of different algorithms to predict the best matches [9].

The main objective in online dating is to find accurate matches.


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However, it is debatable whether big data actually improves the chances of a potential soulmate. Those against big data in online dating claim that there is a high probability that both females and males may unintentionally or intentionally misrepresents themselves [9]. This is a major weakness for online dating sites to overcome. This is done by obtaining their search history, shopping history, and profiles on social media sites. Other professionals believe that big data is essential to finding the right relationship.

Data Mining Reveals the Surprising Behavior of Users of Dating Websites

The thought is that big data creates facts, and facts do not lie [9]. These behaviors include where the customer likes to shop, what shows they watch on Netflix, what social media site they perform, and so on. Zhao from the University of Iowa has created a collaborative filtering system that looks at browsing behavior, in addition to responses from potential matches [3].

Examples of the browsing behavior are where does this person shop online and what music do they listen to. This particular algorithm for online dating works similarly to how Netflix and Amazon recommend certain products [3].

I asked Tinder for my data. It sent me 800 pages of my deepest, darkest secrets

Almost every dating site has created their own algorithms using big data in order to create meticulous matches. The next two paragraphs will analyze big data techniques that eHarmony and Match. Every piece of information collected by eHarmony is used to determine each likely match for their users [9]. In addition to big data, eHarmony also utilizes machine learning to establish over one billion matches daily [9].

The matchmaking system for eHarmony is built in MongoDB which allows matches to be made in under twelve hours [9]. Next, points are given to the user based on a variety of predetermined qualifications. For example, how important is it that your potential partner answers this question in a similar way [9]? Once the points have been assigned, users with similar points are matched together.