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People were doing something very different from the things they said they wanted on their profile."As a result, Match began "weighting" variables differently, according to how users behaved.
People come in and tell us a bit about what they're looking for."We don't know ourselves very well on a descriptive level."The same is true for the millions of Match users, says Ginsberg, and she tried to incorporate dissonance into the algorithm."I might come in and say I'm looking for a nice Catholic guy between 30 and 40 who is non-married," she says.So, if a woman says she doesn't want to date anyone older than 26, but often looks at profiles of thirty-somethings, Match will know she is in fact open to meeting older men. That is, the algorithm looks at the behaviour of similar users and factors in that information, too.Until Ginsberg joined IAC, which owns Match, in 2006, she worked at i2 Technologies, a supply-chain management company, also based in Dallas.On a hazy Monday in June, I came to meet Mandy Ginsberg, the president of US, the world's largest online dating site.
Petite, preppy and freckled, with long brown hair, Ginsberg was wearing sandals, tight black jeans and a loose blouse.
She was promoted to her current post earlier this year, after former Match president Gregg Blatt was made chief executive officer of IAC.
Besides having the right résumé for the job, Ginsberg had enough experience in love to know that finding the right partner is tough., a site for Jewish singles, but kept coming up short.
Central to this effort has been the development, over the past two years, of an improved matchmaking algorithm. "If you say you want a guy between 30 and 35 in New York who has a master's degree, you're going to get thousands of matches."Codenamed "Synapse", the Match algorithm uses a variety of factors to suggest possible mates.
While taking into account a user's stated preferences, such as desired age range, hair colour and body type, it also learns from their actions on the site.
And once at Match, he, Ginsberg and a team of nine maths whizzes hired by Thombre, set about updating the Match algorithm.