Relationship seekers on Eharmony are typically viewed as more serious or conservative than those on, say, Tinder. The dating service, after all, promises long-term relationship and puts users through a lenghty sign-up process.
But that doesn't mean they don't indulge in a vice or two. For instance, the international service knows its date candidates outside the U.S. are more comfortable with being matched with someone who smokes cigarettes or drinks booze than its U.S. members, so it broadened its matching algorithms for overseas users. That tidbit was teased from terrabytes of data the firm analyzes not only to calibrate algorithms used to choose potential matches but also to determine how best to communicate with audiences around the world.
The Santa Monica, Calif.-based company, which considers Zoosk, Match.com and ChristianMingle among its key competitors, said it will embark on an ambitious international expansion, aiming to add one new country to its roster each quarter.
The company spends around $80 million a year on marketing, and that's down from the $100 million Eharmony spent before it invested in its own custom attribution measurement system which helped the company spend more efficiently, according to CMO/COO Armen Avedissian.