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OKCupid Introduced You To Mr. Wrong…On Purpose?

OKCupid Introduced You To Mr. Wrong…On Purpose?

Remember the big brou-ha-ha that exploded when it came out that Facebook was running experiments on its users, without informing them of the same. Totally not a big deal, according to OKCupid, which issued a statement today saying that all web-based companies do this sort of testing. Why, they’ve even hooked people up when their own algorithms were giving the pairing the side-eye glance: what could possibly go wrong with this idea?

It’s the sort of thing that makes me thankful I’m in the tech business and not matchmaking! That being said, while I’d never mess around with anyone’s love life, the OKCupid team does have a point. Innovative businesses need to test ideas, and ideas, by their very nature, need to be tested in an environment that contains people. You’re never going to know how people respond to a certain type of messaging, for example, without actually showing it to them.

The real problem, as I see it, is one of sneakiness. People don’t like to be surprised by the news that someone is taking an objective, analytical look at their online behavior. OKCupid actually did the right thing by spelling this fact out in their terms of service – yes, the fact that you didn’t read all that tiny text means you miss out on information that may actually impact your life! – and they’ve been consistent in their messaging that they’re only one of countless websites engaged in this type of testing.

Smart business leaders start the spin before they start the campaign. Facebook by and large actually does a good job of letting users know what they’re going to be doing before they do it; the new Timeline rollout, for example, was announced a year in advance of its implementation.
Did hooking customers up with Mr. Wrong periodically help OKCupid better refine their algorithms so more people could find their Miss and Mr. Right? The answer seems to be yes.

Many small businesses fail to take advantage of the tremendous amounts of data and actionable insights that can be found through their website analytics; a resolve to examine this regularly may prompt owners to say, “But what happens if we change this? Or this? Or this?” All of a sudden, you’ll be in the same boat as the world’s biggest brands – Google, Facebook, OKCupid and more – testing your ideas in an effort to grow your business.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office