Wednesday, September 30, 2015

How eHarmony’s ( Australia ) date with data has lifted customer conversions

CMO speaks exclusively to the senior marketing manager at eHarmony about how an audience segmentation project has opened up a whole new avenue of target, customer-focused digital marketing.

Spanish version of eHarmony in progress!

eHarmony, is a 15 years old obsolete site and a HOAX, based on a big scientific fraud, only sustained by big marketing budget.

The normative BIG5 model (a.k.a. Big Five, FFI, FFM, Five Factor Model, OCEAN model) to measure personality of daters had been proven/revealed as an incomplete and incorrect model to assess personality of persons. Now it was replaced by HEXACO test, a.k.a Big Six test. The BIG5 normative personality test is the biggest mistake Psychologists made since several years ago. The BIG5 is also known as the Five Factor Model theory of personality traits, a psychological model based on research by Paul Costa and Robert McCrae.

As some of the subdomains of the main domains of the HEXACO model are different from the subdomains of the main domains of the Big Five model, it can not be simple added the scale of the Honesty-Humility factor to the Big Five model to upgrade the personality test to the HEXACO model.

".. the Big Five's Agreeableness and HEXACO's Agreeableness are not identical. The Big Five factors do not include an Honesty-Humility factor, but some of the characteristics belonging to Honesty-Humility are incorporated into the Big Five's Agreeableness factor. Although earlier investigations found only the Big Five factors, more recent studies conducted in various languages (including English) with larger sets of adjectives recovered six factors. "

Many C-level executives (Management Teams of several online dating sites) are cooking barbecues under the water (selling smoke) and not paying attention to latest research from Academics which could be beneficial for the Online Dating Industry.
I think, legally, online dating sites using the Big Five model of personality could be considered a FRAUD because they are using an incomplete model of personality. They are assessing 5 scales and not 6 scales. 

The 4 biggest eHarmony's copycats.

Please read: The 8 tips to innovate in the Online Dating Industry!

The Online Dating Industry does not need a 10% improvement, a 50% improvement or a 100% improvement. It does need "a 100 times better improvement", not 100% better, 100X better .

The Online Dating Industry needs a very powerful algorithm like the "Teller Ulam design". In this case 100 times more powerful than actual matching algorithms.

Not 100% better, 100 TIMES better

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