This Is The Company Tinder Uses To Understand Its Masses Of User Data


Dating app Tinder recently employed the services of analytics platform Interana to help distill the actions and behaviour of its millions of users.

Tinder used the California startup’s analytics software to help quickly understand user behaviour, reasons for conversion and retention, root cause, as well as types of connections made.

The knowledge gleaned from this data helped the company design new features like Super Like, Rewind and Passport.

Dan Gould, VP of Technology at Tinder said: “We considered a range of popular analytics options, but none could offer us the speed, scalability and flexibility of Interana and still be truly self-service for both general business users and data analysts.

“It’s all about improving the Tinder app and we need very rapid behavioral analytics to do that. The two big wins of Interana are that’s it’s so fast and the user interface is surprisingly simple given how much you can do.”

The data was used by different departments for different reasons, whether learning how to improve matches for its singles, or by the marketing team for various media campaigns.

Some insights that were generated using Interana’s platform include that the 2014 World Cup boosted use in Brazil by 50%, and that many Brazilian youngsters use the app to find friends.

The platform also helped with realising that a certain numbers of users were swiping right on every profile – one of the reasons Tinder introduced a block on the number of right swipes users could perform in 24 hours.

Tinder sees around 1.8bn swipes every day, generates over 26m matches every day, and has made more than 8bn matches since launching in 2012.

Speaking about their work together, Ann Johnson, co-founder and CEO of Interana said:

“With the need for quick analytics and data growing so rapidly, analytics solutions need to scale. At the same time, data shouldn’t be so complicated that only highly trained engineers can ask questions and draw conclusions.

“Our customers, including Tinder, are experiencing dramatic growth, and with it, a boom in data. Managing and analyzing that data is fundamental to understanding their customers and optimizing the user experience.”

Interana is a Redwood City-based company that was founded by former directors and executives from Facebook, Intel and Google, and has raised over $28.2m in funding from investors including Battery Ventures, Data Collective and YCombinator.

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Simon Edmunds

Simon is the former editor of Global Dating Insights. Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association. Passionate about music, journalism and Newcastle United.

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