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Speaker 1: I'm off my game today. No, you're not. People are

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Speaker 1: going to have to start making better content. I think

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Speaker 1: we're gonna be talking about this for a long time.

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Speaker 1: When you program for everyone, you programmed for no one.

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Speaker 1: I think it's a word purpose driven platform. Like we're

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Speaker 1: trying to get to substance. How was that? Are you

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Speaker 1: happy with that? This is marketing therapy right now? And

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Speaker 1: it really is? What's up on? Laura Currency and I'm

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Speaker 1: Alexa Kristen. Welcome back to at Landia Episode four. Here

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Speaker 1: we are. We're back this season of love, the season

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Speaker 1: of what Feb Feb this season of love. We're back

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Speaker 1: from the I A B. It was a really good

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Speaker 1: meeting a couple of days. We met some really cool

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Speaker 1: people and I be dropped some knowledge about DTC brands

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Speaker 1: and what they're doing in the space. And I think

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Speaker 1: for me at least, what was really interesting was this

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Speaker 1: very very clear kind of call out from the I

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Speaker 1: B about community, about content over advertising, and UM, we're

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Speaker 1: gonna have Randall Rothenberg on the show to kind of

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Speaker 1: walk through their findings because I thought that they were

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Speaker 1: really smart. But when we were talking to UM, Henry Davis,

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Speaker 1: the president and CEO of Glossier on stage the opening night.

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Speaker 1: One thing that Henry made really clear is, yes, we

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Speaker 1: use data and we're looking at certain signals with our consumers,

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Speaker 1: but if we are not in bed and we are

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Speaker 1: not part of the community, there's not a ton we

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Speaker 1: can do. And so how do we connect people around beauty?

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Speaker 1: How do we connect people around identities? And I'm I

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Speaker 1: think that that is not just for direct to consumer brands.

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Speaker 1: That's for everyone. And I think in not so subtle

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Speaker 1: away Henry said, and I'm paraphrasing, he said, you know,

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Speaker 1: kind of one of our next steps is to really

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Speaker 1: start building ways of having the community talk to each

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Speaker 1: other that and what does that mean? What does that mean?

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Speaker 1: Did they start becoming more of a technology brand or

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Speaker 1: on the side, I don't know. Yeah, what does it

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Speaker 1: mean when a beauty brand opens up a slack channel

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Speaker 1: where you know, or they becomes and whatnot are being shared,

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Speaker 1: or they become this lack of beauty right or they

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Speaker 1: could become a slack of you know, something like even

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Speaker 1: becoming the actual pipe. I think that starts getting really

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Speaker 1: interesting and then it also opens opportunities for new brands

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Speaker 1: to get in on and get away from a Facebook,

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Speaker 1: a Google, a YouTube, right and actually start interacting with

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Speaker 1: a community that a brand has created and communication channel

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Speaker 1: that they've created. It becomes an obsession, a place of obsession,

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Speaker 1: you know, where people you know, you're you're getting served

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Speaker 1: all the context as opposed to part of it. Yeah,

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Speaker 1: so we're going to have Melissa Habilei on who's the

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Speaker 1: CMO of okay Cupid? After the break and before we

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Speaker 1: get into that, one of the things that like I

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Speaker 1: think our minds are in the middle of the conversation

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Speaker 1: was around the incredible amount of data um and personal

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Speaker 1: personal details of at a apps are sitting on that

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Speaker 1: We were like, holy shit, how do you take this

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Speaker 1: and start to streamline insights and information back into the market.

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Speaker 1: That brings us to the next level, one layer deeper

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Speaker 1: into personas because the things that they're able to uncover

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Speaker 1: in terms of how you know persone wants to get

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Speaker 1: matched up with person B. I mean, those are the

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Speaker 1: most intimate parts of you. Where how where are they going?

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Speaker 1: Like where is it happening? Both from a geographical standpoint,

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Speaker 1: but like what are the topics and things that people

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Speaker 1: are identifying with, which I think is really surprising when

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Speaker 1: she starts talking about identities and where totally and and

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Speaker 1: there are things that you we would we were like

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Speaker 1: what we would have never guessed. She dropped some really

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Speaker 1: interesting insights around UM relationships, UM and psychographics and politics

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Speaker 1: that I think any brand should be listening to and

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Speaker 1: any brand should be aware of. It's not even about

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Speaker 1: being in the dating space. It's about how people are

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Speaker 1: starting to come together in intimate relationships. Yeah. Well, if

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Speaker 1: I'm I'm Starbucks or Dunkin Donuts and I know that

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Speaker 1: you know, insert data point. Here are the types of

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Speaker 1: people that are coming to have their first day over

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Speaker 1: you know, uh latte, and they want to talk about

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Speaker 1: this that can completely shape the way I'm communicating to

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Speaker 1: those consumers totally. And there's twenty million of them globally. Yeah,

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Speaker 1: it's impressive. I mean, it's impressively and it's I was

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Speaker 1: really I mean, I think she said it was like

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Speaker 1: a three point six billion dollar industry right now and growing.

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Speaker 1: It's big UM and I think it's the new way.

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Speaker 1: And Bumble is definitely cued into this because it's the

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Speaker 1: new way people are meeting, not even in romantic relationships,

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Speaker 1: but Bumble has gone into Buble relationships full stop. Right, yeah,

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Speaker 1: so that we are really excited to have Melissa on

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Speaker 1: and we hope all of you ad Landias out there

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Speaker 1: finding love in one way or another. Welcome back. We're

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Speaker 1: in the studio with Okay Cupid CMO Melissa Habiley, who

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Speaker 1: is reinventing the way we think about DTF. Welcome to

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Speaker 1: the show, Melissa, Welcome in India. So there's a lot

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Speaker 1: of competition in the dating app world, right, So everything

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Speaker 1: from the o G s like match dot Com to

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Speaker 1: the new ones like Tinder and Hinge and ball and

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Speaker 1: all of these. Um, you obviously came out swinging with

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Speaker 1: this new campaign. Can you tell us where the point

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Speaker 1: of differentiation exists for okay Cupid and why this campaign now? Yeah,

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Speaker 1: and thanks again for having us on to talk about this.

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Speaker 1: I think what we wanted to do was not create

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Speaker 1: something in isolation of me too and time's up and

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Speaker 1: all these conversations we were having and and what a

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Speaker 1: year it's been for women, and uh, you know, we

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Speaker 1: talked about Okay, well what are women dealing with today?

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Speaker 1: And we had you know, this term DTF is almost

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Speaker 1: often used by guys to talk to other guys about girls.

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Speaker 1: You don't have uh, you don't have a place in that,

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Speaker 1: you don't have a say in that. It's a label

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Speaker 1: that you probably did not co opt into. And so

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Speaker 1: when we were thinking, okay, Cupid's never had a campaign,

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Speaker 1: which is so crazy, there this o G dating app

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Speaker 1: that grew organically and had a great story and they

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Speaker 1: were all about the data. So around like four years,

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Speaker 1: I thought it was like ten or fourteen years. And

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Speaker 1: then you know, the thing about that is we've learned

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Speaker 1: a lot along the way. We've learned a lot, and

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Speaker 1: that's why we're really good at matching people. We have

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Speaker 1: more New York Times vows features than any other dating

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Speaker 1: app by a factor three. So um, we know we

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Speaker 1: do the best job of getting people together. And with DTF,

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Speaker 1: we you know what we didn't like was there are

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Speaker 1: phrases out there that make women feel worse about the selves.

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Speaker 1: And so the idea was, let's change it. We worked

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Speaker 1: with an unbelievable team at widen um, in particular jessin

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Speaker 1: Ian who were um, you know, carl Oeil who are

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Speaker 1: who are on the team, And the idea is, let's

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Speaker 1: subvert reclaim DTF. The f is whatever the fuck you

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Speaker 1: want it to be and you could be down to

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Speaker 1: the fuck, but like you own that it can be

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Speaker 1: down to fall head over heels um. The campaign was

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Speaker 1: shot by Maritio Catalan, who's one of those talked about

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Speaker 1: artists of today, most recently The Golden Toilet, which you know,

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Speaker 1: the Googenheim, very cheeky and a very cheeky way offered

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Speaker 1: to the White House and the spector is my hero.

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Speaker 1: I mean, I mean that's modern cur When has anyone

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Speaker 1: talked about the Gouggenheim as much as they have over

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Speaker 1: the last two or three weeks. She put them on

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Speaker 1: the map. And you know when we sat down in

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Speaker 1: Marizio and Pierre Palos partner UM in Creativity UM and Widen,

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Speaker 1: we were all brainstorming the FS. We wanted to shoot

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Speaker 1: and we wanted to have something that we're political. There's

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Speaker 1: this unprecedented moment right now politics and the roller and dating.

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Speaker 1: So we have down to filter out the far right,

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Speaker 1: which by the way, some places will not let us run.

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Speaker 1: We have down to um fight about the president. We

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Speaker 1: have romantic ones like down to fall ahead of our heels,

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Speaker 1: down to farmers market, down to floss together, because those

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Speaker 1: are some of the things that you do and you're

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Speaker 1: like early in the relationship, like an floss in front

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Speaker 1: of him. Um. And then we have things that are

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Speaker 1: you know, talking about this girl and you know people

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Speaker 1: are doing like down to fire up the kilns. People

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Speaker 1: are into that, down to focus on my chakras. Uh,

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Speaker 1: down to finish my novel because you've got a side

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Speaker 1: hustle and that's what your f is. And we just

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Speaker 1: want to affirm you. And you talked about, you know,

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Speaker 1: this idea of dating being in this world of substance

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Speaker 1: over selfies. Why do you think that's changed and how

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Speaker 1: do you see Okay Cupid helping to elevate that in

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Speaker 1: the dating world. What we notice is people are connecting

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Speaker 1: on issues and so we just started leaning into that. UM.

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Speaker 1: We noticed that both men and women started talking politics

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Speaker 1: in their profile. So there's been a one thousand percent

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Speaker 1: increase in political terms used in your profile in just

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Speaker 1: two years. What are some of those words, so it

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Speaker 1: could be progressive, liberal, republican, politically active, some of the

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Speaker 1: ones that you might expect, voting, UM, activists. Those are

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Speaker 1: all phrases that we're seeing people use. The Women's March

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Speaker 1: became a really popular price for women to put their

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Speaker 1: profile picture. And that is really important because you're signaling

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Speaker 1: what you're about this isdies. Yeah, And isn't it cool

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Speaker 1: that people are connecting not just and are you attractive

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Speaker 1: and do you want to make out with them or

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Speaker 1: take their clothes off? But are you like attracted to

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Speaker 1: their mind? Their brain? And that stuff is a really

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Speaker 1: good starting point. What's what we're noticing is when people

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Speaker 1: are upfront about I'm really passion about climate change, I'm

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Speaker 1: really passionate about voter rights, I'm I'm passionate about women's

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Speaker 1: right to choose, whatever those issues are. We see that

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Speaker 1: both sides are connecting over that. How many people are

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Speaker 1: on last year we had twenty million users. Now that's

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Speaker 1: around the world, that's globe. Our biggest audience is in

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Speaker 1: in the US. You know, it's interesting as you're talking,

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Speaker 1: you know, the idea that people are coming forth with

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Speaker 1: this information in such an intimate place, right, So, as

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Speaker 1: you think about audience personas, and we talk a lot

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Speaker 1: about use cases of data and how brands stand to

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Speaker 1: be able to actually monetize that or use it in

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Speaker 1: a way that is providing value or insight back into

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Speaker 1: our industry. Right. So, yeah, the data that you're aggregating

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Speaker 1: is essentially more intimate, seemingly truthful and real because it's

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Speaker 1: the most personal part of you. And so are you

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Speaker 1: doing anything with a lot of this data that you're

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Speaker 1: curating and um, that would be provocative and insightful to

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Speaker 1: the marketing industry at large? Do you plan to kind

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Speaker 1: of come out with anything that talks about That's a

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Speaker 1: great question. Right now, we only use it to better

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Speaker 1: understand how do we get more people together? Um. We

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Speaker 1: certainly have been able to use that for good in

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Speaker 1: a few ways, like drawing attention to votes that would

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Speaker 1: have impacted health care for women, you know, right, so

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Speaker 1: we're able to see things like when you know your

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Speaker 1: dating app is the app you are using probably the

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Speaker 1: most on your phone and as you said, the most

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Speaker 1: personal and most vulnerable, the most intimate. Uh. Um, we

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Speaker 1: right now we're really used man Tower just again understand

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Speaker 1: how people are getting together? How do we help you? Right?

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Speaker 1: So one of the things we we introduced this tool

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Speaker 1: where you could actually search around passions. We're kind of

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Speaker 1: famous for these questions that you have to answer to

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Speaker 1: on board, and we have three thousand them. You have

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Speaker 1: to answer fifteen and some of those are political. You

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Speaker 1: can skip them until you get questions you want and

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Speaker 1: you tell us how important those are. And so we

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Speaker 1: had seen you know, we dropped in a question and

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Speaker 1: me too, would you ever date someone that didn't support

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Speaker 1: me to not? Surprisingly? You know women would not you know. Um,

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Speaker 1: So when we we were asking questions about like how

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Speaker 1: do you feel about what's happening out there? How do

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Speaker 1: you feel at the conversations that are taking place? And

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Speaker 1: that helped us inform the DTF campaign. Are you updating

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Speaker 1: those questions like all you have some and so what

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Speaker 1: how do it? What? What's the scale of saying I'm

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Speaker 1: gonna we're gonna bring in me to questions like what's

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Speaker 1: that scale? When do you decide? Do you know what's

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Speaker 1: so cool? And this is why the culture okay cup,

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Speaker 1: it is great. At seven am we'll say, hey, you

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Speaker 1: know we slat we should we need to drop this

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Speaker 1: question in um and use this to help connect people.

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Speaker 1: And by seven thirty it's in. Wow, it's it's if

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Speaker 1: this okay cube. It is a really fast moving operation.

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Speaker 1: And what's lovely is you make decisions quickly. We don't

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Speaker 1: let time kill the Yeah, well you kind of have

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Speaker 1: to because these are the conversations people are having on

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Speaker 1: their days over drink. Yeah, that's exactly right, Like, shouldn't

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Speaker 1: your dating app be reflecting like what the conversations you're

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Speaker 1: having at bars? Or I think you're in a really

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Speaker 1: interesting position as you think about dating and sort of

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Speaker 1: the conversations that are happening as a part of this

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Speaker 1: culture or really what's informing society and vice versa. And

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Speaker 1: so you're kind of at this interesting intersection where you're

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Speaker 1: really in the in the thick of it, where other

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Speaker 1: people are like, should we go there? Should we not?

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Speaker 1: Like you, you don't really have a choice, do you,

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Speaker 1: We don't have a choice, And frankly, we think listen.

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Speaker 1: Let's also be totally clear. I mean, you guys are

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Speaker 1: the experts on this stuff. It's a good brand decision, right.

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Speaker 1: If you are talking to everybody, you're talking to nobody

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Speaker 1: and so so be distinctive and like right, and so

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Speaker 1: you know, you you've got to you've got to tell

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Speaker 1: people what you're about. And you know, like yesterday I

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Speaker 1: was like getting coffee and like Starbucks is grant behemous

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Speaker 1: and people feel whatever, But you know, I love about Starbucks.

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Speaker 1: Their benefits are great. You know, the benefits are because

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Speaker 1: comes from a blue collar family. His father broke his

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Speaker 1: ankle or something and his family couldn't eat for a

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Speaker 1: few months because of that. And they provide I V

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Speaker 1: for women. So I'm like, I'm happy to support that.

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Speaker 1: Even so, what what? What matters to people more so

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Speaker 1: than ever, You guys are doing a really good job

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Speaker 1: talking about it is what your brand cares about, what

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Speaker 1: they get behind and if they make a statement or

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Speaker 1: not does matter, And it matters if I'm going to

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Speaker 1: choose you or someone else. By the way, Okay, Cupid

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Speaker 1: is free, so you know, we have a premium service, um,

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Speaker 1: which is great and that's where a lot of our

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Speaker 1: revenue comes from. But um, you know, you've got to

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Speaker 1: take some bold moves and tell people what you care about.

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Speaker 1: We were the first big dating app to create non

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Speaker 1: binary gender options. We're one of the first big dating

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Speaker 1: apps to create a great experience for l g B

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Speaker 1: t Q. And is there a business case for creating

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Speaker 1: not We have twenty two gender options. The the amount

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Speaker 1: of time and money and two gender options, there's no

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Speaker 1: business case that would ever justify what we invested in that.

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Speaker 1: But it's the right thing to do. Our ecosystems care

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Speaker 1: that we do that, they care that their friends who

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Speaker 1: are in those scenarios where you know, one of our

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Speaker 1: hero images from DTF is two women in an embrace

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Speaker 1: and and like, you know, the big business opportunities of

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Speaker 1: the heterosexual audience, but our audience cares that we support that.

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Speaker 1: I loved that because what you see now is when

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Speaker 1: Cecili Richards is posting, she's saying about Black Lives Matter,

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Speaker 1: she's posting about many issues beyond the issue of women's health.

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Speaker 1: And you see that out of a number of movements, um,

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Speaker 1: you know, people supporting each other. And so we want

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Speaker 1: to play in that space as much as we can

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Speaker 1: authentically do that. Does Okay Cupid or does any dating

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Speaker 1: app go too far? And having perspective like I don't

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Speaker 1: think they go far enough, you know, I think that

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Speaker 1: I really don't. I don't think enough brands are going

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Speaker 1: far enough, you know, um several years ago. But this

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Speaker 1: is here's what's really awesome about my position is okay,

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Speaker 1: keep it as a track record of this. When the

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Speaker 1: then CEO of Mozilla made home of comments, we immediately

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Speaker 1: said you were not participating. We will not be able

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Speaker 1: to use this the Mozilla argument. Earlier this year, we

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Speaker 1: had a white supremacist on this site, one of the

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Speaker 1: Charlotte organizers, and we booted him out very quickly. It

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Speaker 1: was in corporate and we had a hundred sixty thousand

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Speaker 1: tweets in like ten hours. And so we are unapologetic

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Speaker 1: about some of this stuff. I think I think more

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Speaker 1: brands and companies need to take some I think it's

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Speaker 1: easier for you. It is easier, No, but it but

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Speaker 1: acknowledging that it is easier, you should do it. I

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Speaker 1: think you know how to brands start stepping into owning

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Speaker 1: their perspective. How how do you you know outside of

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Speaker 1: how does a CpG start to do that? It's a

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Speaker 1: really tough It's a tough Wait. Who do you guys

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Speaker 1: think is doing a good job at that? I think

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Speaker 1: done amazing job. Teen Folk. I think teen freaking Vogue

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Speaker 1: and like what Elaine um Walter Ross did when she

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Speaker 1: was at the editor, Holy sh it ll All of

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Speaker 1: a sudden, teen Vogue went from play cating and trying

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Speaker 1: to sell advertising really at the end of the day

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Speaker 1: too tweens and teens to having a perspective and rooting

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Speaker 1: themselves in issues and conversations that we're actually being had,

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Speaker 1: which you are doing. You know, I think we have

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Speaker 1: an opportunity but also responsibility. I think you're dating episode,

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Speaker 1: you're vulnerable, it's like you're falling in love. You've got

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Speaker 1: to be connected to what people are talking about and

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Speaker 1: and you know that's where the opportunity is. You mentioned

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Speaker 1: that you're a free service, which means you have to

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Speaker 1: revenue dollars. So as somebody who is taking these provocative

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Speaker 1: um stances around, you know, different thematics and culture, society,

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Speaker 1: et cetera, how are brands reacting that need to reach

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Speaker 1: this audience and advertise on your site. Yeah, that's a

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Speaker 1: great question because this isn't for everyone. And as we

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Speaker 1: become sharper about who we are for and what we're

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Speaker 1: about and what we're gonna put our time and energy into, um,

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Speaker 1: some folks are gonna say that's not for us. And

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Speaker 1: I'm really blessed to be in a position where you know,

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Speaker 1: we're supported in doing that. Um. But yeah, it's not

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Speaker 1: going to be for everyone. Who's who's like one of

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Speaker 1: your you don't have to name the brand, but category

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Speaker 1: who's like category wise top advertiser. Okay, Cuban, you know,

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Speaker 1: um we it's interesting because it's changed a lot, and

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Speaker 1: I think it's going to change a lot in the

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Speaker 1: next few years. I think what we're seeing our brands

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Speaker 1: that you guys have talked about who care about uh

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Speaker 1: more than just having the best product in ex category.

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Speaker 1: They care about consumers and what they're doing and and

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Speaker 1: having a point of view on that stuff. So, um,

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Speaker 1: you know, I'll tell you who I love to have

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Speaker 1: you just you see with them the Cards against Humanity

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Speaker 1: people did the wall and then you could get anyway.

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Speaker 1: I just thought, you know they are Actually that would

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Speaker 1: be such a fun partnership with you guys, so fun. Um.

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Speaker 1: We have partnership with Rosetta Stone interestingly, But the idea

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Speaker 1: was about we're seeing people as being different languages. As

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Speaker 1: border walls go up, people are more open and interested

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Speaker 1: than ever before in connecting with people that aren't from

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Speaker 1: that um from UM they're saying geography, background, et cetera.

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Speaker 1: So there's a fast extady that came out this year,

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Speaker 1: UM from like really similar people at like Nancy Colleges. Uh.

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Speaker 1: And the study was way sort of thing. The study

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Speaker 1: was there has been an unpresident arise in interracial marriages,

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Speaker 1: and that exactly correlates to when we saw dating apps

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Speaker 1: come onto the scene, and that is so exciting. Community borders.

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Speaker 1: It breaks down to ours exactly and you know, so

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Speaker 1: we we have we work with some really um clever

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Speaker 1: social scientists and people that are wet silier than us

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Speaker 1: and say, hey, so why are we attracted to attracted to? Right? Like,

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Speaker 1: that's one of the most basic questions. It's fascinating. One

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Speaker 1: of the elements, one of the ingredients, if you will,

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Speaker 1: of attraction is familiarity. Um, most people are attracted to

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Speaker 1: what they grew up with because it's familiar, and we

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Speaker 1: don't understand, you know, subconsciously why we attracted what we attracted.

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Speaker 1: But that's one of the drivers. So what happens is

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Speaker 1: in a dating app, you may not may you will

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Speaker 1: be exposed to more people than, um, what you grew

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Speaker 1: up with, and you start to break down kind of

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Speaker 1: the paranters that maybe you had. My husband's Asian If

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Speaker 1: you ever might I have been married to an Asian

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Speaker 1: Australian guy as a girl growing up in Indiana, I

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Speaker 1: would have said that sounds fun. I guess, like, you know, um,

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Speaker 1: and and that's awesome. Less in ten percent of people

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Speaker 1: and okay, Cupid even use a race or an ethnic

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Speaker 1: filters and ten percent, isn't that great? We're all and

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Speaker 1: we don't we we do not let you tell us

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Speaker 1: here's the eye color and the hair color that we

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Speaker 1: don't we don't allow that. We don't want to encourage that. Um.

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Speaker 1: I want to be about the story and are they

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Speaker 1: funny and all these things. UM, So we're seeing some

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Speaker 1: very really really fascinating shifts. Um you know, okay, cue,

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Speaker 1: but it's the most interesting because we have such a

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Speaker 1: a thriving presence in city. So you can san do

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Speaker 1: you guys work with like anyone in like on a

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Speaker 1: on a like n GEO level government level. Like some

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Speaker 1: of this data is freaking fascinating. Is rightly different type

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Speaker 1: of census data. It's it's fascinating. It's interesting. We we

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Speaker 1: did it. We did a big debate this week actually

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Speaker 1: um on our dating apps killing romance. And by the way,

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Speaker 1: we won the debate in a bit. And and they

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Speaker 1: take these very seriously deep Ac Chopra and Peter Teal

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Speaker 1: and Malcolm Gladwell all these people do this debate called

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Speaker 1: intelligence square and and we looked at we can't share

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Speaker 1: our data unless you know or we have to be

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Speaker 1: very careful to and when we are. But UM, one

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Speaker 1: of the allow of the day points ruling as the

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Speaker 1: rising number of marriages and the rates of divorce are falling.

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Speaker 1: No one's saying that. No one's talked because people are

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Speaker 1: getting married later and they're going for substance over selfie.

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Speaker 1: And this is one of the biggest impacts is because

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Speaker 1: women are working, so they and their identity is no

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Speaker 1: longer like maybe our moms. There the AGENTA was largely

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Speaker 1: about family, family, wife, mom, whatever. You're making decisions based

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Speaker 1: on a lot more than that. You're working, so you're

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Speaker 1: waiting longer. But what's also cool is people that are

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Speaker 1: relationships are coming from dating apps now and and we're

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Speaker 1: seeing there was again another study from not like the

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Speaker 1: match groups putting out the study, another study from UM.

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Speaker 1: I think the National Academy Science has said that UM

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Speaker 1: relationships that started on a dating app outlast traditional relationships,

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Speaker 1: and I don't I think that's partly with the dating app.

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Speaker 1: I think it's a lot of that has to do

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Speaker 1: with your meeting later. You're taking your time, you're focusing

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Speaker 1: on what are you into, what are you gonna talk about?

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Speaker 1: And sometimes people don't get Cupid you're matching on more

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Speaker 1: than the superficial hopefully and also just even front like

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Speaker 1: people who just meet through fronts, that doesn't actually mean

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Speaker 1: that that's going to be a relationship that lasts. You

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Speaker 1: were talking earlier about the diversity obviously based on the

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Speaker 1: city demographics that you have, and as you were talking,

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Speaker 1: this thought spurred to me. As marketers, we think a

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Speaker 1: lot of about lookalike targeting, and what's interesting to me is, okay,

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Speaker 1: Cupid actually makes me challenge that thought and thinking about

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Speaker 1: you were talking about familiarity and this idea that like,

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Speaker 1: do brands actually want to engage and lookalike targeting? Because

429
00:22:59,200 --> 00:23:03,280
Speaker 1: the things that we based that on, right, so if

430
00:23:03,359 --> 00:23:05,919
Speaker 1: you know you like this TV show and I like

431
00:23:06,040 --> 00:23:07,720
Speaker 1: this TV show, well then we should be targeting the

432
00:23:07,760 --> 00:23:09,800
Speaker 1: same product. Is clearly we're of the same mindset. But

433
00:23:09,840 --> 00:23:13,159
Speaker 1: the reality is people's personas and profiles are so much

434
00:23:13,200 --> 00:23:15,639
Speaker 1: more complex and substantive than that. And so just as

435
00:23:15,640 --> 00:23:17,560
Speaker 1: you were bringing that up, it's just an interesting thoughts,

436
00:23:17,640 --> 00:23:20,040
Speaker 1: like you break down borders and you allow communication to

437
00:23:20,119 --> 00:23:23,199
Speaker 1: kind of get beyond the iron hair color, Like, do

438
00:23:23,280 --> 00:23:25,240
Speaker 1: we have it wrong when it comes to look like targeting.

439
00:23:25,800 --> 00:23:28,520
Speaker 1: I think you're totally right. That's such an amazing point.

440
00:23:28,600 --> 00:23:31,040
Speaker 1: I think you are. This is why we have a

441
00:23:31,040 --> 00:23:33,640
Speaker 1: lot of advertisers that come to okay Cupid because we're

442
00:23:33,640 --> 00:23:37,280
Speaker 1: able to hyper target and we truly know more about

443
00:23:37,359 --> 00:23:40,040
Speaker 1: people than anyone else because of the nature of what

444
00:23:40,119 --> 00:23:44,840
Speaker 1: we're doing. Have you thought about building out okay Cupid experiences?

445
00:23:44,880 --> 00:23:46,600
Speaker 1: So is there a part where you match the people

446
00:23:46,600 --> 00:23:48,239
Speaker 1: and then there's a partner that's going to help you

447
00:23:48,320 --> 00:23:51,040
Speaker 1: execute the first dage. Yeah, that's such a good question,

448
00:23:51,040 --> 00:23:53,960
Speaker 1: and we have thought about that. I think, um, listen,

449
00:23:54,000 --> 00:23:56,040
Speaker 1: we're in the software business, which is a high margin,

450
00:23:56,200 --> 00:23:59,840
Speaker 1: great business to be and when you start to look

451
00:23:59,840 --> 00:24:02,840
Speaker 1: in to experience and things, that becomes difficult to scale

452
00:24:03,040 --> 00:24:06,920
Speaker 1: and the business is less exciting. So we think about

453
00:24:06,960 --> 00:24:09,800
Speaker 1: that stuff. But we you know, for now, there's no plans.

454
00:24:10,080 --> 00:24:11,720
Speaker 1: But you know, we hear from advertisers and brands all

455
00:24:11,720 --> 00:24:13,560
Speaker 1: the time, and we are doing more events with people

456
00:24:13,680 --> 00:24:15,240
Speaker 1: like I want to get in front of folks. I

457
00:24:15,280 --> 00:24:18,240
Speaker 1: want to you know, we know that you are. You know,

458
00:24:18,280 --> 00:24:20,320
Speaker 1: a lot of people know could keep it our entities

459
00:24:20,400 --> 00:24:23,679
Speaker 1: there do you do I r L meetups, we do

460
00:24:24,080 --> 00:24:27,960
Speaker 1: UM and listen. We're innovating in a lot of exciting ways.

461
00:24:28,080 --> 00:24:30,280
Speaker 1: So you can come back in a few months. And

462
00:24:32,600 --> 00:24:35,240
Speaker 1: I think I love the exclusive I think I think

463
00:24:35,320 --> 00:24:37,240
Speaker 1: that there's such a huge place that I know you

464
00:24:37,280 --> 00:24:41,600
Speaker 1: said you are serious about the data side, UM and privacy, Yeah,

465
00:24:41,960 --> 00:24:44,560
Speaker 1: got it. But I think that if okay, Cupid had

466
00:24:44,600 --> 00:24:47,000
Speaker 1: to be two B side in your business, that you

467
00:24:47,040 --> 00:24:50,639
Speaker 1: would fucking kill. But you guys have insights, like no

468
00:24:50,680 --> 00:24:54,000
Speaker 1: one has insights. You have everything right, well it's so intimate,

469
00:24:54,000 --> 00:24:55,720
Speaker 1: but you have location base, you have this, you have that.

470
00:24:55,760 --> 00:24:58,239
Speaker 1: I mean like, holy moly, if you could go in

471
00:24:58,320 --> 00:25:01,800
Speaker 1: and go and talk to brand some publishers about you know,

472
00:25:02,160 --> 00:25:06,159
Speaker 1: major kind of future forecasting. But also think about it.

473
00:25:06,240 --> 00:25:08,040
Speaker 1: We need all these commercials that you see out there,

474
00:25:08,080 --> 00:25:10,359
Speaker 1: like oh we get people together, we get together, we

475
00:25:10,359 --> 00:25:13,159
Speaker 1: get we actually know what gets you together. We know

476
00:25:13,240 --> 00:25:15,280
Speaker 1: the brand, you know the place from the time of day.

477
00:25:15,480 --> 00:25:18,520
Speaker 1: Like publishers. Publishers they actually need, like almost the more

478
00:25:18,560 --> 00:25:21,960
Speaker 1: traditional publishers, they need some of these insights. They need

479
00:25:22,040 --> 00:25:24,680
Speaker 1: some of the insights around like how are people connecting,

480
00:25:25,119 --> 00:25:27,920
Speaker 1: what are topics what's the new language, what's this? What's

481
00:25:28,240 --> 00:25:29,760
Speaker 1: I mean? You can do it from a surface level,

482
00:25:29,800 --> 00:25:32,640
Speaker 1: but getting down to some of these more like detailed

483
00:25:32,720 --> 00:25:35,720
Speaker 1: understandings of like what's happening and what are the conversations

484
00:25:35,760 --> 00:25:39,399
Speaker 1: and what are the drivers and identities and you know,

485
00:25:39,600 --> 00:25:45,359
Speaker 1: that's amazing for for anyone that's creating content. Anyone. Yeah, well,

486
00:25:45,400 --> 00:25:49,920
Speaker 1: that said, it's time to play our favorite game. I'm

487
00:25:49,960 --> 00:25:52,720
Speaker 1: like excited for your answers. Well, I would okay with

488
00:25:52,840 --> 00:25:55,800
Speaker 1: d I y Amazon, because when I'd be the richest

489
00:25:55,880 --> 00:25:58,240
Speaker 1: person in the history of the world with Jeff Bezos,

490
00:25:58,440 --> 00:26:00,720
Speaker 1: they know that's the new record, which is ever we

491
00:26:00,760 --> 00:26:02,480
Speaker 1: need to we need to look back and say how

492
00:26:02,520 --> 00:26:05,880
Speaker 1: many on the show. I'm like, yeah, sure, yeah, that's

493
00:26:06,320 --> 00:26:09,080
Speaker 1: he's coming on the show. I would I gotta say this.

494
00:26:09,119 --> 00:26:12,280
Speaker 1: I would kill bad dating behavior, kill that. I would

495
00:26:12,320 --> 00:26:14,800
Speaker 1: kill the hay because a lot of guys they say,

496
00:26:14,840 --> 00:26:16,879
Speaker 1: they say hey, and the girls like they roll their

497
00:26:16,920 --> 00:26:21,600
Speaker 1: eyes like okay, kill they kill that. I would buy

498
00:26:22,480 --> 00:26:25,240
Speaker 1: real estate in downtown New York. But like in the sixties,

499
00:26:25,880 --> 00:26:30,840
Speaker 1: in the sixties, yeah it was cheap. N oh, yeah,

500
00:26:30,520 --> 00:26:35,439
Speaker 1: oh you are up there. That's not downtown, all right,

501
00:26:35,520 --> 00:26:37,680
Speaker 1: that's yeah, that's good. I would build Amazons and I

502
00:26:37,720 --> 00:26:39,800
Speaker 1: owned it, so we see that money motivates you. But hey,

503
00:26:39,840 --> 00:26:44,639
Speaker 1: annoys you all right? Oh I like the psychology answers around.

504
00:26:44,760 --> 00:26:48,760
Speaker 1: Very good, Melissa, This was so fun so much. You

505
00:26:48,760 --> 00:26:50,439
Speaker 1: guys are so cool. I'm gonna have you back on

506
00:26:50,480 --> 00:26:52,440
Speaker 1: and you're gonna talk about some of the fact you're doing.

507
00:26:53,160 --> 00:26:55,840
Speaker 1: So Melissa, if people want to find you, how did

508
00:26:55,880 --> 00:26:59,000
Speaker 1: they find you? And please reach out because we're just

509
00:26:59,080 --> 00:27:01,480
Speaker 1: doing some crazy cool things now and we work really

510
00:27:01,520 --> 00:27:04,040
Speaker 1: really fast. Um hobbily at okay Cupid, h O b

511
00:27:04,480 --> 00:27:06,760
Speaker 1: l e y at okay cupid dot com awesome or

512
00:27:06,800 --> 00:27:11,520
Speaker 1: the usual social places. You guys are awesome, Thank you much. Yes,

513
00:27:11,800 --> 00:27:15,360
Speaker 1: love and smart love like smart love. We are dad

514
00:27:15,480 --> 00:27:19,440
Speaker 1: to fucking hang out with you. Anything than sorry Dad

515
00:27:19,480 --> 00:27:28,840
Speaker 1: again from the language All right, all right, big thanks

516
00:27:28,840 --> 00:27:32,480
Speaker 1: Melissa happily from Okay Cupid, Cameron Drew's. We know you're

517
00:27:32,480 --> 00:27:34,240
Speaker 1: looking for love and all the wrong places, but we

518
00:27:34,320 --> 00:27:37,119
Speaker 1: give you lots of things. Andy Bowers, Matt Turk and

519
00:27:37,160 --> 00:27:39,520
Speaker 1: all of our friends and family at Panoply, and we

520
00:27:39,600 --> 00:27:41,800
Speaker 1: will be back in two weeks to tell you about

521
00:27:41,920 --> 00:27:44,359
Speaker 1: served over Sound, our new dinner series Go kill it

522
00:27:44,440 --> 00:27:54,360
Speaker 1: at Landia full disclosure, our opinions, our own How are

523
00:27:54,359 --> 00:27:56,959
Speaker 1: people going on dates? Like what are the popular like

524
00:27:57,160 --> 00:28:02,000
Speaker 1: first spots question? So so, um, it depends on your city,

525
00:28:02,160 --> 00:28:04,960
Speaker 1: is the first thing. So depending on where you are.

526
00:28:05,480 --> 00:28:09,400
Speaker 1: You are. So in Austin, you know Austin, like Austin's

527
00:28:09,440 --> 00:28:13,280
Speaker 1: food truck scene is so sick um. And you know,

528
00:28:13,280 --> 00:28:14,720
Speaker 1: we've been spending all the time in Austin because we

529
00:28:14,720 --> 00:28:17,200
Speaker 1: want to understand what people are doing. Like food trucks

530
00:28:17,240 --> 00:28:19,600
Speaker 1: are like that's like a good day in Austin because

531
00:28:19,600 --> 00:28:21,760
Speaker 1: they're great and like listen, if you're young, you don't

532
00:28:21,760 --> 00:28:24,359
Speaker 1: want the guy to drop. Actually, did a food truck?

533
00:28:25,480 --> 00:28:28,440
Speaker 1: Did a catfish food truck to talk about how you

534
00:28:28,560 --> 00:28:31,920
Speaker 1: can't be catfished? Yeah? Yeah, we thought that that was clever.

535
00:28:32,280 --> 00:28:34,919
Speaker 1: That was clever. Um. You know people don't catfish on

536
00:28:34,960 --> 00:28:37,240
Speaker 1: Okay cube it as much because we make you go

537
00:28:37,280 --> 00:28:42,240
Speaker 1: through a more rigorous profile. But anyway, um, what are

538
00:28:42,280 --> 00:28:47,000
Speaker 1: a little up? Oh it's a head to have the competition, right, Um. So,

539
00:28:47,000 --> 00:28:48,920
Speaker 1: so it depends on your city. Um, in New York,

540
00:28:49,160 --> 00:28:52,120
Speaker 1: it's bars right because we don't have to no one's driving,

541
00:28:52,280 --> 00:28:55,480
Speaker 1: so it's really easy. UM. San Francisco, you'll see more

542
00:28:55,520 --> 00:28:56,720
Speaker 1: things like, oh, do you want to go to this,

543
00:28:57,120 --> 00:28:59,640
Speaker 1: like tech stars meet up or like this. You know

544
00:28:59,680 --> 00:29:03,240
Speaker 1: people will do business centric dates more than other cities.

545
00:29:03,920 --> 00:29:08,200
Speaker 1: Actually everyone's hustling, so you know they might both be

546
00:29:08,200 --> 00:29:11,640
Speaker 1: going to some lecture or something like that. UM. In

547
00:29:11,800 --> 00:29:15,280
Speaker 1: places like Portland's craft beer is so big, so a

548
00:29:15,280 --> 00:29:18,120
Speaker 1: lot of breweries, but you'll see like like there's also

549
00:29:18,200 --> 00:29:21,680
Speaker 1: like hikes or you know, a cooking class like