All is fair in love and war, but what if you’re doing both at the same time? When dating app Hinge launched in 2011, the space was hyper-competitive and the product team knew that data would be the deciding factor.

But they didn’t have the data they needed, often relying on customer complaints and social media posts to guide their product.

"It’s easy to mistake a critical minority for consensus. Of course, it’s important to empathize with a frustrated user, but it’s even more important to have perspective,” says Tim MacGougan, Chief Product Officer at Hinge.

Now, Hinge uses Mixpanel to drive more good churn–people leaving the app because they found a relationship.