Old truth: Courting customers is just like dating.

New truth: Courting customers is just like online dating.

For a long time, marketing was largely about going to as many parties or bars as you could in the hope you would find that special someone. It was a world of spontaneity, serendipity, and a lot of face-to-face encounters.

Enter online dating and, now, finding your perfect match may be less about chance and more about data and algorithms. There has been a shift from reaching new people to reaching the right people for generating leads.