CLIENT CASE STUDY


Using analytics to drive growth for online dating website

European online dating site Meetic increases paid members through a culture of analytics and data-driven decision-making.

Overview

Meetic is an online dating and matchmaking services company that was established in 2001 and listed on the European stock exchange, Euronext, in 2005. Meetic acquired match.com’s European activities in 2009, and in 2011, match.com’s parent company, InterActiveCorp (IAC), became Meetic’s majority shareholder with an 81 percent stake in the group. With presence in 16 European countries, services available in 13 languages and a total of 762,099 subscribers as of December 31, 2011, Meetic is currently the largest online dating and matchmaking services company in Europe.​

Meetic reached out to Accenture to help build new analytics capabilities to drive all business strategies, including better targeting of customers for enhanced conversions that increase growth rates and maintain market leadership.

Challenge

After IAC became the majority shareholder in Meetic, the operations of Meetic and match.com were combined, calling for synergies in managing data and analytics to drive better revenues through improved conversions — from free registrations to subscriptions on the dating portal — translating to increased number of subscribers, optimized advertising investments and customer relationship management (CRM) campaigns.

Top challenges included:

  • Developing an analytics approach to drive all business decisions and strategy based on data analysis and facts.

  • Driving operational efficiencies and cost reduction by implementing methodologies to analyze and evaluate return on investment (ROI).

  • Formulating new go-to-market strategies to target customers with better reporting and dashboards.

Accenture was familiar with Meetic’s IT platform as it had helped Meetic with data migration in 2008 when it acquired the German dating website NEU, and in 2009 when Meetic acquired match.com’s European activities. This enabled Accenture to ensure the vital continuity of operations during data migration.

Approach

First, Accenture defined the technical architecture and operational procedures for generating the combined data warehouse and data mart for Meetic and match.com, based on ETL Informatica for extraction, transfer and loading of data—helped immensely by Accenture’s strategic alliance with Informatica in data integration projects across industries globally.

Accenture helped select and implement key performance indicators (KPI) and performed several strategic studies on user behavior, optimized and improved CRM sequencing and purchase incentives for converting registered users into subscribers.

To drive operational efficiencies and cost reduction, Accenture helped Meetic implement a new method for projecting cash and ROI of marketing campaigns that calculated a lifetime conversion value for each subscriber to project accurate revenues over the next five years.

Accenture also designed and implemented tools for automating daily ROI calculation. The analytics-led ROI calculation revolutionized the way campaign operations were managed by the team across the European market.

Accenture assisted in the entire transformation of Meetic’s analytics department through the analysis-design-build-test-deploy methodology that concluded with the delivery of reports on the production environment, dissemination of analytics results and training and knowledge transfer to equip Meetic with the skills and know-how required to use the new analytics tools. Accenture’s insistence on the importance of analytics resulted in Meetic’s internal analytics team’s expansion from four to 13 members.

Results

Accenture’s analytics framework enabled Meetic to achieve the following results:

  • Adopt new processes and tools for volumetric analysis to assist the business with strategic initiatives, achieving 14% growth in offline conversions and 29% in online conversions compared to the previous year.

  • Establish synergies with match.com’s US operations, and enabled better management of online and offline marketing campaigns for improved profitability on investments, helping to stabilize and manage cost.

  • Monitor web traffic through improved data quality of the data warehouse, reports and dashboards from QlikView.

  • Ability to measure website performance and make informed decisions in simplifing a customer’s journey through one-key signup and authentication.

  • Differentiate itself from the competition by introducing new innovative concepts based on feasibility analysis.

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