Feedback has been in the spotlight lately. Gone are the days of feedback scrawled below a letter grade, the days of red-inked papers and assignments. What was once final is now formative. As an educator and person , my feedback approach has changed. I used to provide what I called feedback to my students on final assignments, writing pieces, and projects. Even though I had provided thoughtful suggestions for improvement, I was not seeing visible improvement in their subsequent work.
To your point when you speak about referrals, I saw that early on, on Tinder.
They used to show you who were your common friends. And you were disinclined to swipe on those people because of the social dynamics that could happen. Anecdotally, I was talking to my fiancee ahead of this interview. And those same observations you made about folks being more nit-picky around who they date because of that new supply of folks that they can get after much more quickly, make folks much quicker to ditch a date that maybe does one thing wrong, or checks off a box on the no-go list, or the deal-breakers.
Draime: You're accumulating a database of things that don't work for you. It's actually good, because a lot of people I know - and I would say maybe even my parents and other people I know - they got married, they really liked each other, and there was some chemistry, but they were never compatible as people. And they didn't date long enough, and they didn't do the reps and the checks to really vet that out. So one of the other things we're seeing that's really interesting is cohabitation, couples moving in together, is up.
I think a big part of that is because people, due to wealth and income, are not buying houses as early. So, people are renting longer, which means you can sign a six-month, month, month lease to somebody and try it out.
Can we actually get along in person? But the conversion rate from cohabitation to marriage is dropping very quickly. That means more people are actually doing that check of, "We may love each other, but can we actually live together?
Are we going to kill each other? I think that's a big driver of why divorce rate is dropping, is the percentage of people who are getting married now who have actually attempted to have lives together prior to getting married is much, much higher.
As somebody from a Catholic family, there are people that disagree with that. But I think in terms of the probability that you will be happy, it's probably ideal. And as an Irish Catholic, I'm a big believer in confession. So I think that's a better way to go. So it's changing housing, it's changing demand for rental properties, in addition to all the consumer stuff. Again, all over the board.
Sciple: Sure. One of the interesting charts in your paper shows how online dating as a share of how new couples meet has rocketed up.
Agree, the dating feedback loop would
It's almost straight and to the right if you go back to the start of the internet, maybe a little blip before the smartphone came on board. But an interesting observation from that data, as you mentioned, downtrends in referred couples. But also, you see this suspicious upswing in folks reporting meeting through co-workers.
You call out in the paper, these are probably folks lying about how they meet, that they're actually meeting online. That suggests to me that there's still some level of shame or disapproval around online dating. Do you still think that's present in the market today? McMurtrie: It's funny.
We really love their stuff. They actually went back to the people that said they met in bars and they were like, "All right, look, dude, did you really meet in a bar? But there still is a stigma in going to Grandma and saying "we met on the telephone" or something. That sounds weird to older generations. I think there's still a stigma in going to your parents and grandparents - especially, I'm from Virginia; Alex is from Ohio.
We now live in New York. Very different cultures between those two places.
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And it's going to be a little different. I'm not going to necessarily go back to my grandparents in Virginia and say, "I met this person on a website," because they're going to go, "What are you talking about? I think ironically, both Alex and I met the people we're dating through referrals, which is the lowest-probability way of doing it now.
Valuable information dating feedback loop think, that
So we don't have to tell that lie. And there's circumstances that I've definitely personally told that lie. Sciple: [laughs] A follow-up question I have there. As you see these differences in attitudes among generations, even for us being in our late 20s, remember dating before Tinder and these apps existed - are you seeing among the Gen Z folks, the folks who haven't known a world where online dating didn't exist, that attitudes are more different among that group than, say, among our generation, the millennials?
Draime: Definitely. What's interesting is, now you're actually seeing an increasing number of people who are plus meeting online, because as you get to a certain age, the available dating pool is much more limited, because a lot of people are married or what have you. I've never been 60 and single. Hopefully I never will be. But if you're 60 and single right now, how do you meet somebody? So now, there's several specific dating platforms for people who are plus.
There are matchmaking businesses. You're seeing, actually, attitudes change because the general opinion of maybe the to year-old cohort may be a certain thing, but the attitude of the to year-old cohort that's single is probably going to be different.
As we're talking about cohorts, you mentioned earlier, the Instagram-ification of online dating. A lot of focus around people's appearance. When you look at Instagram itself and social media platforms, you see a big habit of folks having platforms across multiple social media sites. People, as they age, migrating from Facebook to Instagram, other platforms. As you look at usage patterns in the online dating space, how are you seeing cohorts migrate among the platforms, having profiles on multiple platforms?
How is that playing out? McMurtrie: Something interesting has happened in the last year or two, I think. For a while, it seemed like all the platforms were the same. But now, you're seeing slightly different value propositions emerge. What we think is happening is basically, Match and Bumble and the other platforms are trying to basically say, "We're going to have a number of different UI functions," that the individual apps are different UI configurations, and based on biases of the consumer coming into the market, they may have a preference form factor A versus form factor B.
Bumble and Hinge have now decided that they're going to try to be a little bit upscale, a little bit more Both of them have functions after the match that delays the ability to speak. In Bumble, the woman has to message first, and they have 24 hours to do that, but the man can pay to extend.
So, very clever monetization strategy they've done. The women are aware that the man can extend the match, and so a lot of women will only talk to guys who extend the match, because it's a double indication of interest that they're really serious. That's unique on Bumble, because on most of the platforms, the paying users are the worst-performing users. Historically, that's been the case. On Bumble, they've figured out a way to make, specifically for the male cohort, paying a table stakes item.
Tinder has tried to use Tinder Gold and other things like that to incentivize people to pay and make it less about the pitch that it's going to increase your odds. They're offering more selection; they're reducing access to the pool. Hinge is structured very differently, where it has a cards on pictures and funny questions and prompts.
And the person, when they like the person, it's strongly suggested that you engage and comment on a specific item.
Will not dating feedback loop remarkable, useful phrase
So they've gamified it a little bit; they've slowed it down. Slowing down the app process is smart, because people don't turn the inventory as fast. And so you're starting to see a bunch of different offerings there. The original firm that tried to slow it down was eHarmony. You'd apply, and they would filter applicants for how desperate you were. And then they would only show you three or four people a month, so you'd take those very seriously, because they know you're already predisposed to making a purchase, in economic terms.
Aug 02, The customer complaint: The feedback loop begins when a customer complains about a negative experience via social media. 2. Gathering information: . Jul 15, How Tinder "Feedback Loop" Forces Men and Women into Extreme Strategies. The first study of swiping strategies on Tinder shows just how different male and female mating behavior can be. Oct 17, Marketing feedback loops are the best way to improve your results, but most marketers aren't using them correctly. Feedback Loops are the process of outputs being circled back to become inputs. A simple example of a feedback loop is this: you walk in .
And then they'd give you a lot of information. You're trying to go back and forth. The gamification of slowing it down is one angle. The really fast dopamine hit. Tinder is largely used as a form of entertainment, not as an actual dating vehicle. People are spending 45 minutes a day on it, and more in certain cases, just because it's fun. When we think about different businesses, one of the things we like about the dating business is, I think what we would call the dating business is a neurological inevitability.
It's not something people like; it's something people are biologically hardwired to need. There's very few businesses that are that way. I think cigarettes are another one. That's about it. Cigarettes, Coca -Cola. These are addiction-like neurological processes. And what we found with Tinder is, we found all these platforms very interesting, if you go back on an evolutionary basis, over the arc of human history, if you're a male and a female is interested, the probability that you can convert that into a relationship or something is pretty high.
Just over the cumulative history of humanity and monkeys. So the logical dopamine feedback loop there is that when you get that indication of interest, you get a very positive feedback loop neurological response. And that is what Tinder is gaming, because just the indication of interest is a massively positive feeling.
But actually going on the date and getting to know somebody and all that? That's very stressful. And so people are basically optimizing for that dopamine hit, not for going on dates. And that is Tinder's core business. The other businesses are trying to say, "When you get tired of that, you can come to this," and this is a dating thing.
But, Tinder is taking advantage of an instinctual feedback loop. And the other platforms now are increasingly trying to say, "OK, if you really want to meet somebody So there's a lot of ads all over New York City subways right now for Hinge, and the line on the ad is "designed to be deleted.
It's a brilliant strategy. Sciple: As we're talking about Match and talking about the strategies these companies use to give you that dopamine hit and keep you on the platform, let's talk about Match, talk about monetization. As you look at Tinder encouraging you to keep swiping, spend a lot of time on the app, those other ones are much slower paced, how does that affect the monetization runway of these apps?
Any thoughts there? Draime: We think there's huge runway for monetization for Match in particular. That's been growing pretty steadily for the last couple years.
But with Tinder Gold and Tinder Plus and all the different add-on purchases that you can do inside the apps, there's room to expand that feature set.
In this case, though, the feedback loop has negative consequences: as avoidance increases, partner dominance is likely to increase as well, which is detrimental for the relationship. A trained facilitator can still use this loop to advantage by decreasing avoidance (i.e., helping a partner clearly express wants and needs), which allows the. Dating feedback loop - Register and search over 40 million singles: chat. Rich man looking for older woman & younger woman. I'm laid back and get along with everyone. Looking for an old soul like myself. I'm a woman. My interests include staying up late and taking naps. Is the number one destination for online dating with more marriages than any other dating or personals site. Online dating is changing the way younger consumers think, act, you get a very positive feedback loop neurological response. And that is what Tinder is gaming, because just the indication of Author: Nick Sciple.
We think that's going to continue to grow. But we also see things that extend the reach of these apps beyond your smartphone.
For example, I think it was last October, Hinge announced a partnership with Open Table, where through the Hinge app, when you have a date you can go into the Open Table section of the app and find a place to go. We think there's opportunities for extensions like that, where you can partner with restaurants, bars, whatever, to actually get people to pick that specific spot for the day.
McMurtrie: And I think at a high level, what's interesting about when you think about what is the monetization capacity of these businesses, there's advertising and partnerships, and there's premium subscriptions. Those are the visible vectors. But I think the way to think about it is, the tangential markets to dating, and the products and services being sold, are generally absurdly high-margin products. We're talking about cosmetics. We're talking about liquor.
We're talking about tickets, things like that. So they now have a marketplace which controls the prime consumer in the to year-old category, that structurally has to spend money on that stuff to survive in the evolutionary process. And they control it. So the question is, over time, can they monetize by taking cuts in those adjacent verticals?
Because people are already going to be buying those products so that they can compete on the apps. Before, they would buy those products so that they could compete at the bar, at the club, at the event, they'd look good, feel good; they'd have ways to attract a date.
But now it's all one place. I think the bull case for Match is a much better version, in my opinion, of the bull case for Grubhub. They actually control all of the demand. So the question is, why would they not be able to monetize at a very high rate with cosmetic advertisements? Why would they not be able to monetize at a very high rate with ticket sales?
Why would they not be able to monetize at a very high rate with restaurants? And restaurants are a terrible business. But the point about restaurants is, a customer who comes in and buys three to six drinks is an infinity margin compared to a customer that buys a meal. You're selling them vodkas, sodas, and beers that are massively high-margin products.
Dating feedback loop
So a restaurant can actually afford to pay a deceptively high amount if it can be validated with data that the customers being placed there are there to drink. Draime: Yeah, it's just a question of, can these apps actually drive that? If that's the case, then we believe there's significant monetization potential. McMurtrie: The beautiful thing about Match, is they have so many platforms - this is really any tech business, but what's really cool about Match is, they can do really interesting testing of any of these ideas.
They don't have to change the whole platform. They can go in and they can tweak and they can pilot something just in New York. They can pilot it just in New York under They can do cohort testing and very controlled testing, where they're not risking the platform in any way.
They're not going to change the overall platform in a way that can impair it. But, they can go in and test these things, get the verification data they need, and then go out to the monetization channel and say, "Look, we've proved this works. That's what every ad sale is trying to be, but this actually has a very good case for it. That's the vector where we see monetization.
I guess they can truly link that demand, aggregate that demand and really link it to where these people end up going on dates and capture some share of that value. Obviously, Tinder, when you look at Match Group, is dominating the story. It's been driving a lot of the growth in revenue.
When you look outside of Tinder at those sub-platforms they have - OkCupid is one - which one of those are you most excited about the prospects for? McMurtrie: Definitely Hinge. I think that you've got a few things. Tinder does well because it's a very gamified thing. It's very low psychological commitment. It's kind of a meme. It's funny. So in new markets, particularly when they went to Europe and Asia and other places, it's very easy to get people to go on because it's this fun, fun thing.
A lot of people go on Tinder specifically in a very unserious way. But once online dating as a cultural phenomenon gets normalized in a market, then you start to see stratification of interest in terms of people actually wanting to date, people wanting to swipe, whatever. So Bumble, I think, is in an interesting position where they're straddling a few cohorts there.
And that's, I think, very clever. They've really outperformed what I thought they would do, because I felt initially that they had put frictions in their UI that made it really unpleasant to use. And I think for a lot of people, it's their least favorite app. I think for a lot of women, it's their favorite. That's an interesting thing. But they've just crushed it. But Hinge is the one within the Match universe that I'm the most excited about, because I think if you rebuild online dating today, in a world where it is normalized, you'd build Hinge.
And Hinge is where they're doing the most product testing. Hinge is where they're doing the Open Table testing. Hinge is, I think, the souped-up, complicated, custom hot rod they've got.
Tinder is a very simple product. Hinge has a lot more inputs, a lot more data. They can see what type of things people care about. They can see how people try to approach other people. They can see hit rates across different entry vectors. So that's the most fascinating one to me by a lot. You call out in your paper, take a shot at Facebook's dating profile, when you look at the fall and referral of friends among the share in how people meet. When you look at Facebook's dating offering, do you view that as not a significant threat to Match?
If so, why?
Consider, that dating feedback loop speaking, advise
McMurtrie: Yeah, and I would note, they called me and wanted to check me on that. Which, I appreciate it. And their case is kind of like, they don't need to make any money on dating, because if this adds a network effect of Facebook, they can monetize across the whole platform.
S, they don't need to do some of the gamification that leads to user dissatisfaction, because they don't need to ever make money on it. And that's an interesting case. A marketing feedback loop is exactly this process of looking at cause and effect to determine how you can improve your outcomes. How can it be improved? What will the result be? Marketing feedback loops are essentially the process of using feedback to improve your results. To give an example, a positive marketing feedback loop would be: you are receiving a high number of impressions on Twitter, this is leading to higher clicks of your content, which is leading to more conversions on your website; so you know from this that improving your impressions leads to higher conversions.
Most marketers will already be using marketing feedback loops to some degree. No good marketing plan comes without KPIs against which we measure the return on our marketing investment. More than that, we want to adapt our efforts to optimise that return, to continuously improve our results, but are we using all of the information available to us to improve our processes in the first place?
The most obvious form of feedback is customer feedback; when you receive reviews or comments from your customers, it is key how you act upon that information. The importance of this feedback can never be underestimated, this feedback is your bread and butter for improving your product or service, but how do you turn it into that all-important marketing feedback loop?
Are you looking for your mentions on social media and getting a feel for what your general sentiment is amongst your customers? Take it on board, use it, if a customer is asking why a product is so expensive, investigate it, examine the cost and make sure you can justify it, and then respond to that customer and explain it to them.
If your customer has given great feedback on a member of staff, take that feedback and share it with the wider team so that everyone knows how they can improve and get their own great feedback.
Use the marketing feedback loop to consistently take information from your customers and channel it back into your business, so that you constantly improve.
One team that have more direct access to your customers than any other, are your sales team and they will play a key part in enforcing your marketing feedback loops. Marketing and sales must work together for marketing feedback loops to work for your business.
Sales are the ones on the ground, asking your customers about their pain points, objections, and needs, and therefore, sales are the ones that need to feed this information back to marketing to ensure that they are producing the assets that answer your customers questions. Why or why not? How can it be improved and changed? How can we use that information in our other campaigns?
These are all questions that marketing, and sales should constantly be asking each other in order to join up the marketing feedback loops.
The Negative Feedback Loop of Social Media Apps on Men's Reproductive Chances (Blackpill/Dating)
For example, if your emails are being opened but not clicked, try to understand why, does the button work? Is your call to action strong enough? Then, in your next campaign, make a change - did your CTR go up? What was better?