Love is in the air – can fast data analytics and BI help Cupid do his work?

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In today’s fast-paced world of hectic schedules, it has become increasingly difficult to meet new people, but technology and fast internet speeds have stepped in to fill the gap in the guise of online dating.  Now it is easier than ever to meet the one destined to make you laugh and cry ­­­­- the trend is so widespread that according to YouGov one in five relationships in the UK now start online.  In fact, the UK’s Office for National Statistics has added online dating prices to its basket of goods and services from which it calculates the UK rate of inflation, highlighting a rapid growth in online dating market and consumer uptake in recent years. Romance has finally come of age in the digital world.

Social and online networking organizations such as FriendScout24, Germany’s number one portal for online dating, realize the importance of not only getting people together, but getting the right people together.  To do this they must manage the day-to-day online activity of its members in the optimum way.  From member acquisition to member churn, from member log-ins to profile creation, from chat room discussions to online messages, every day the business must analyze and treat massive amounts of data in order to ensure member interaction.  To quote the great Shakespeare, the course of true love never did run smooth.

Badoo, the world’s largest and fastest growing social network for meeting has more than 150 million members in 180 countries.  With a mission to provide the world’s easiest, fastest, and most fun way for people to meet each other locally and globally, Badoo’s marketing team works hard to understand if campaigns are targeting the right audience and assess the effectiveness of their reach and impact swiftly.

Both organizations have placed their trust in a fast analytic database in order to support their data-intensive analytics, actionable business intelligence (BI) and reporting needs, allowing people to get to what matters most: finding that special someone.

There can be no doubt that the online dating and partner portal market is growing exponentially.  Today’s generations all have smart phones and devices in their pockets which they use to communicate and manage friendships and relationships, be it on Facebook or more specialist online dating sites.  Today, it is more important to remain online and connected.  In the past, romances could hinge on the missing of a train or not attending a dance; now it is notifications or pokes.  Companies such as FriendScout24 or Badoo depend on data analytics to provide the best, fastest level of service to their customers with the help of fast business intelligence.  By enabling this, companies such as Actian can play cupid for those in search of that special someone.

We have seen the space dominated by talk of companies needing to act as data conquistadors:  the requirement to overcome it for the greater good. In this case, and in a more quiet way than the forging of super cities and the building of empires, the harnessing of big data is a catalyst in people finding love and happiness.

Romance is changing.  While it may not be changing so drastically as for everyone to suddenly associate great passion with data analytics, the two are certainly closer than one would think.  Like ships passing in the night, romance and data analytics have their moments together.  Thanks to this, thousands of people can have theirs.

Happy Valentine’s Day!

About Sean Jackson

Sean Jackson is European marketing director at Actian who has an insatiable appetite to travel, ski, improve his photography skills, write, play the piano and discover more about the world of big data analytics.

View all posts by Sean Jackson →

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