Data: A Love Story

Amy Webb used math to meet the love of her life online.
7:43 | 08/10/13

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Transcript for Data: A Love Story
We've all seen those ads for dating websites and matchup services but what about when you decide to do the searching on your own? My colleague, dan harris, does a little, shall we say, research, and stumbled upon one woman for whom finding a soulmate meant devising a plan so thorough, so complicated it makes even quantum physics seem easy. Reporter: Admit it, we all crave a cozy cuddle. A hot kiss or the holy grail, true love. But hey, this is real life, romance can be hard to find. So some people are willing to take extreme measures. Like this couple -- actually, they're not a couple at all. He's a customer. What do you do? I cuddle. You cuddle? Professional cuddler? Professional cuddler. Reporter: Jackie samuels runs a business called "the snuggery" which peddles cuddles. You want to start off spooning? Reporter: An hour-long hug that's $60 bucks. An overnight cuddle $300. There's also the $120 double cuddle. What's a double cuddle? The double cuddle is when me and my associate colleen both cuddle with a client at the same time. Reporter: Sound crazy? There are rules. No touching where undergarments cover and no kissing and clothes stay on. Reporter: She says her business is booming because people need the healing power of touch. People are on the internet, they're isolated. We aren't acknowledging that we have a very basic need to be touched and to touch others. Reporter: If a cuddle doesn't cut it, here's another way to get close. The makeout party. The event planning company "house of scorpio" sponsors "kissing and cocktails" parties. Think "spin the bottle" rated r. Making out with somebody, a darkly lit party, is really fun, I just kissed everyone. Reporter: So it's a way to take the thrill of high school and college and vault it into adulthood. Absolutely. Reporter: However, if you want more than just kisses and cuddles, you may need to take truly drastic measures. Like amy webb, she's an expert in data analysis. I think in formulas and categories, and flow charts. Reporter: To find true love, she took digital dating to dramatic new lengths. for me, I just had to figure out the best way to find him. Reporter: She was 30, fresh out of a break-up, and hunting for a husband. Online dating was a disaster. I was tired of waiting around. I decided to make a target and go after it. Reporter: Her insparation, came from an unlikely source. Mary poppins. I called my scissor and she said, remember when we used to watch "mary poppins?" The kids made a list of everything they could possibly want in a nanny. Maybe the problem is not the dating sites, but that, you know, you don't know exactly what you're looking for. So, so make a list. I got off the phone with her and started writing things that i require in a mate. Reporter: This is not an unambitious project. We have the list here. You've seen this list before and even as I show it to you, you're laughing like who was crazy enough to write this list? Yes, who is this crazy lady that made that list, yeah. Reporter: On the list, 72 must-haves. That's right -- 72. It begins with the typical "smart" and "funny" but then it gets very specific. Mac person, not pc person. Loves to travel -- no cruise ship travel. Enjoys "jeopardy." Must be friendly to wait staff. Likes jazz from the 1920's to the 1940's. Right. I'm surprised that this one only ranks number sixty-six, but it's be very, very, very good in bed, all caps, underlined. Three verys. As long as I'm going shopping. Reporter: If you think the list is overboard, she was just getting started. She sorted the 72 traits into tiers, then assigned points for each one. 91 points for "no history of cheating.99 for "good with money." 20 for "dress well." Then she developed a formula to calculate the scores. I would not even bother with a profile that was seven hundred points or fewer. You can understand why somebody would say, this is bonkers? You got it, yeah, yeah, i totally, totally get that. Reporter: She may "get that" but she didn't stop there. Amy logged into jdate as a guy, in order to assess her female competition online. Then she collected data from their profiles. This was mainly to understand how better to present myself and to market myself. So you were really zeroing in on exactly who was competing against you for the type of guy you wanted? Right, this is business strategy 101. Reporter: And her strategy worked. Amy says valuable lessons about what works online. Enough to create her own so-called "superprofile." ♪ Look for 100 years but never find a girl like me ♪ Reporter: Instead of her resume-like first profile, which actually listed her fluency in javascript, she used snappier, happier language, describing herself as an "outgoing and social world traveler" all true. And then she changed up the pictures. These are the old ones -- this is you posing next to a shetland pony. Half of a dog or something. Reporter: These are the upgrades. ♪ The girl is me ♪ all right look at you here, this says I like to party. Superprofile were impressive. I was getting a lot of interest, I was very popular. Reporter: The only issue, remember her 700 point threshold. She was sticking to it and no men were meeting her mark. Until after months of data crunching mania, one guy popped up on her screen. He scored 760. So can we see the guy the data produced? Yeah. Reporter: Come on in. You're the guy? I'm the guy. Reporter: Finally, she'd met her match. Brian is the first man amy dated after creating her new profile. Seriously, when you saw this, you didn't think to yourself, what have I gotten myself into? I honestly spent most of the time going, like, yep, check, check, I got that one covered, I'm good on that one. Reporter: Must be willing to listen to george michael, period, attend concert. I have been to a george michael concert since we've been married, yes. You, you're aware that we're rolling on this, right? Yes. Likes cities, hates suburbs? Yep, check. Be very, very, very good in bed? Oh, definitely. Reporter: Amy's mathematical odyssey has a story book ending. Her lessons for finding love are in her new book, "data, a love story." A year after they met, brian proposed. Today they have a 2 year old daughter and enough cuddles and make-out sessions to last a life time. Given the stakes, the love of your life, going overboard is OKay? If you are talking about finding a partner that you're going to spend the rest of your life with, you should, you should do everything that you need to do to make sure that that happens.

This transcript has been automatically generated and may not be 100% accurate.

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