How Match.com uses brand health tracking to understand current and potential member needs and connect them with the brand.
Match.com, the leading online dating company, needed to focus on staying relevant in an increasingly competitive and evolving marketplace. The Company had a traditional brand tracker that provided data but few actionable insights; they wanted better alignment between their messaging and their market’s needs and values. Match.com required a flexible, “living” measurement system to provide timely, relevant insights, support strategic decisions, and inform creative execution and messaging to connect users to the “emotional core” of the brand.
The tracking study includes a flexible module that lets Match.com explore the most current and relevant topics, uncovering and addressing topical challenges and opportunities including the use of matching algorithms in online dating and the reaction to current ads/messaging. An example of how this works for Match.com relates to its May 2012 launch of Stir – a pioneering set of in-person events product for Match.com members (e.g., cooking classes, cocktail parties, bowling nights). Our tracking results were one of the factors that led to its introduction, and the tracker’s flexible module allows us to gauge the effect of its introduction on brand perceptions, its competitive position, and on the marketplace’s intentions to sign up.
The CMB team has been a true partner in creating and implementing Match.com’s brand measurement program since 2007. Their approach to brand tracking enables them to provide factbased recommendations, helping us make better strategic and tactical decisions. Their flexibility in questionnaire design has allowed us to explore different ‘hot topics’ in each wave and supported us in non-marketing areas such as product innovation.
SVP, Strategy and Analytics, Match.com
About the Client
Launched on the Web in April of 1995, Match.com now services 24 countries and territories and hosts Web sites in 15 different languages. The company’s mission is to help singles find the kind of relationship they’re looking for. Learn more about Match.com here.