MARKETING WEEK - Aug 17 - As the internet dating market continues to grow, dating sites are employing increasingly sophisticated data analysis techniques to find the perfect partner for their users. OKCupid believes there's no such thing as one algorithm that works for everybody, putting its emphasis instead on a set of predictive questions. Plentyoffish claims it was the first dating site to introduce behavioral matchmaking. Markus Frind, CEO of Plentyoffish, explains: “We look at what you say when you complete your profile but, more importantly, we also look at what you do on the site.”Sometimes the elements that people are not looking for in a date turn out to be their partners’ most endearing features. This is why Mysinglefriend puts the onus on users to find matches on the site themselves. Lovestruck has two types of algorithm. When users first join the site, they will be matched with potential partners using Lovestruck’s in-house algorithm based on interests, what they are looking for, age, location and so on. But when they start to use the site, that data is overridden by an IntroAnalytics matching algorithm which learns from the user’s behaviour.