Tuesday, March 14, 2017

(One of) eHarmony CMO: Marketers are getting misled by data attribution

At eHarmony, work is afoot to change perceptions about the company. “We have the perception of being the long-term relationship/marriage company, versus a Tinder, which is quite the opposite,” she explained. “What we wanted to do was reframe that as an enabler of happiness and love. So we came up with: We live to connect people in a way that enhances human existence.”


Recently eHarmony closed eHarmony Plus (eH+) and ElevatedCareers.
Failed in Japan and Brazil.

eHarmony is a 16+ years old obsolete site. The success rate of eHarmony is less than 10%.
eHarmony is only supported by a big marketing budget and not by serious scientific evidence.

The Big Five normative test used by eHarmony, had been proven/revealed as an incomplete and incorrect model to assess/measure personality of persons.
Moreover eHarmony was copycatted in several countries like the online dating sites EliteSingles in Canada, Australia, USA, UK, Chile, Mexico; eDarling in Spain, German, France, Russia; also TeAmo in Russia is another copycat of eHarmony; esync (eSynchrony) in Singapore, MiMediaManzana in Colombia, Peru, Mexico, Chile, etc.


Lack Of Innovation & Decadence can summarize the Online Dating Industry.
C-Level executives are more worried about their golf scores than their company’s long term strategy and innovations.
C-level executives 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.
All Scientific Research shows: The key to long-lasting romance: COMPATIBILITY is STRICT PERSONALITY SIMILARITY and not "meet other people with similar interests".
eHarmony's biggest enemy is ... course its copycat ... EliteSingles by Affinitas GmbH.

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