Setting Up A Data Stack Ready For Rapid Growth.
Objective
Build Inner Circle’s data stack from scratch whilst they hired internally.
Obstacle
Dating apps can amass huge volumes of data! Think Petabytes.
Outcome
We set up a data stack and core reporting, all ready for the new hire.
Background
Inner Circle is a premium dating app designed to bring together a community of ambitious, driven, and life-loving singles by carefully screening every profile. Their unique approach to creating meaningful connections relies on maintaining a high standard of user experience and engagement. As they embarked on their analytics journey, Inner Circle sought a partner with deep expertise in data-driven strategies and a proven track record in the dating industry.
They turned to 173tech for support, recognising our extensive experience and specialised knowledge. Our founding team had previously built the analytics infrastructure for Bumble, one of the world’s leading dating platforms, and was well-equipped to guide Inner Circle in establishing a robust data framework. This project aimed to set up the foundational analytics systems necessary to empower Inner Circle with insights to drive growth, optimise user experiences, and scale their platform effectively.
Challenges
Impartial Advice: Inner Circle needed unbiased guidance to navigate the complex ecosystem of analytics tools available. With numerous platforms offering overlapping features but varying in cost, scalability, and ease of use, they wanted a clear understanding of the pros and cons of each option.
Focus on Business Impact: While Inner Circle planned to grow their internal data team, they were keen to avoid a scenario where these new hires spent months building infrastructure and integrating data sources instead of delivering business value. They wanted their data team to hit the ground running, focusing on actionable insights and impactful strategies rather than getting bogged down in foundational setup work.
Scalable Infrastructure for Growing Data Needs: Drawing from our first-hand experience with the massive data volumes generated by dating apps, reaching petabytes (1,000 terabytes) daily, we understood the importance of scalability in data systems. Although Inner Circle was relatively small at the time we started working with them, their future growth required a robust data infrastructure capable of handling significant increases in data volume and complexity as their user base expanded.
Solution
Future-Proofing: Inner Circle required a data infrastructure that could adapt to future needs, particularly when incorporating new data sources like survey data other ad-hoc data sources. They wanted a flexible solution that wouldn’t require extensive remodelling with every update. Snowflake emerged as the ideal platform, offering the scalability and adaptability they needed.
Cost Control: While Snowflake provided the flexibility and performance Inner Circle required, we knew from experience that its costs could escalate without proper governance. To address this, we implemented strong documentation detailing the architecture, processes, and guidelines for extending the infrastructure.
The Proof Is In The Numbers...
12
£34k
33%
Implementation
Building the Foundation: Our work went beyond selecting the right tool stack—it centred on creating well-modelled concepts and a strong core set of tables. We began by mapping the customer journey and analysing each distinct feature within the app to uncover patterns of usage, importance, frequency, and their connection to overall value. This deep-dive allowed us to model these core concepts effectively and translate them into intuitive dashboards. With these dashboards, the Inner Circle team could easily monitor critical usage metrics and make informed decisions to optimise their app experience.
Get In
Touch
Our friendly team are always on hand to answer questions, troubleshoot problems and point you in the right direction.
