ADNEWS - Mar 12 - eHarmony has 61M members and 14 years of data that can be used beyond dating such as HR. eHarmony's Elevated Careers is currently in beta in US but it will shortly make its way to Australia. It seems obvious why eHarmony would be eyeing off a different vertical. Even before Tinder, online dating was a crowded market. But global COO Armen Avedissian says eHarmony’s moves into other verticals is based on three things: a need in society, the creation of more revenue and a “very underutilised product” in the form of its matchmaking capability. eHarmony has also recently overhauled its infrastructure, allowing for its 125 terabytes of data to be processed. It also implemented an in-house attribution measurement system to improve the way it spends on marketing. eHarmony saw a reduction in marketing spend from $100M to $80M.