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eharmony Uses AI to Help Their Users Find Love

Shawn Myers
Director, Product Marketing, Oracle Marketing Cloud

eharmony thrives by using algorithms and mathematical models to find the best match for their customers. Big data and patented artificial intelligence help eharmony predict how likely two people are to be compatible. The website’s in-depth relationship questionnaire gathers information on a person’s likes, dislikes, and their personality traits to understand who they are and determine who they might click with. Yet all of this modeling and math means nothing if eharmony cannot build an engaging, ongoing relationship with their customers. 

To embark upon a meaningful relationship, you need to know a lot about your potential partner. You also need to know a great deal about your customers in order to provide them a favorable experience and to keep them coming back. Oracle plays an integral role in how eharmony goes about this by enabling:

  • Better targeting and segmentation
  • A more personalized and relevant experience across various touchpoints

Since email is a main channel of communication for eharmony customers, the site leveraged Oracle Marketing Cloud to build out an advanced email-marketing program. The purpose of this program was to provide relevant content at all points in the customer lifecycle. The communications customers now receive are designed to maximize the chances of connecting them to their fellow users and potential matches by using:

  • Data about their activity on the website
  • Their communications with other members

This information allowed eharmony to gain a better understanding of their customers and create a more engaging experience for them.   

Timing Cupid’s Arrow

With the help of Oracle Responsys, eHarmony can pinpoint the best time to send an email to each individual. The Oracle AI model leverages customer behavioral data to determine when each customer is most likely to engage with their messaging. Doing so led to an 11% increase in email engagement and an 18% increase in revenue. 

The math of matchmaking built eharmony’s reputation as the most trusted dating site for relationship-minded singles. Dating is one of the most personal things we do as humans. Using artificial intelligence to create more personalized matches for their customers seemed a natural step for eharmony in creating a better and more rewarding experience for customers. By partnering with Oracle to build advanced email campaigns, eharmony can give their customers the best message delivered at the best time to help make a perfect match for them. 

For our readers in the United States, eharmony is offering a 10% off any plan with the promo code ORACLE

To find out more about what data can do for you, read “Go Further with Data Management.”

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