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Best current example of operations as marketing.

Posted 08.19.10 by Adrian Ho

As you may have seen, OKCupid posted another brilliant analysis of dating tips and tricks using data generated by their members last week. While these posts get broadcast and re-syndicated widely, they also function as a service to their current members by delivering information that allows them to improve their performance, and therefore usage of the site itself. It’s a completely circular, yet brilliant example of how an internal asset can be used as marketing, and of how value – generated by your customers – can provide even more value to your customers.

Here’s their CEO talking about it:

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  • http://www.esrati.com David Esrati

    For the last four years I’ve been using OK Cupid as an example as one of the best stealth market research firms that will be in the drivers seat delivering personalized ads in the future. What better way to find out EVERYTHING about a prospect other than in asking them questions to hook them up. It’s a test that people aren’t going to lie to- or try to out think.
    Google doesn’t even have information this good on you.

  • http://www.esrati.com David Esrati

    For the last four years I’ve been using OK Cupid as an example as one of the best stealth market research firms that will be in the drivers seat delivering personalized ads in the future. What better way to find out EVERYTHING about a prospect other than in asking them questions to hook them up. It’s a test that people aren’t going to lie to- or try to out think.
    Google doesn’t even have information this good on you.

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