ADAGE - Feb 18 - eHarmony said it will embark on an ambitious international expansion, aiming to add one new country to its roster each quarter. The company spends $80M a year on marketing, and that's down from the $100M eHarmony spent before it invested in its own custom attribution measurement system which helped the company spend more efficiently, according to CMO/COO Armen Avedissian. eHarmony built its own attribution system in-house, evaluating the 125 terrabytes of data it has stored in order to optimize media buys, how it communicates with people when the ads convert, and even what types of matches they see. eHarmony uses that system to measure ROI of TV ads, for instance. Matchmaking algorithms themselves change, too, resulting in different pools of potential matches based on whether people arrived on the site via a mobile device, online, or after watching a TV ad.