Turn behavior into intelligence
Gain the deepest understanding of every reader in your audience, every piece of content, and every organization you interact with.
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Publishers sit on mountains of behavioral data that never makes it into strategic decisions.
Alchemist Insight combines Hum’s best-in-class content tagging capabilities with rich first-party behavioral data to illuminate who is engaging with your content and why – empowering you to make smarter, data-driven decisions.
When you know exactly who’s engaging and what content they’re consuming, you know where to act next. Alchemist Insight is helping leading publishers:
Boost
Subscriptions
Surface turnaway data and engagement by institution to inform sales conversations.
Increase
Revenue
Package behavioral insights into premium data products or sponsorship bundles.
Make Data-Driven Portfolio Decisions Pinpoint content opportunities, special‑issue ideas, & new journal concepts backed by audience evidence.
This technology provides structured insights that assist editors and reviewers in investing their time where it provides the most value."
Ann Michael
Chief Transformation Officer
How does it work?
Alchemist Insight layers first-party behavioral signals onto content intelligence
to unlock deep audience insights.
Unified data foundation
Alchemist Insight collects and connects data like a CDP - bringing first-party data together from across your digital systems to create a current, complete, 360-degree view of every single member in your audience.
Explore your audience
Build point-and-click segments across any dimension: topics, engagement depth, org affiliation, geography, predicted interests, career stage, and more.
Unlock new opportunities
Instantly see top‑performing content, keyword gaps, and emerging topics by segment or journal.
Push clean Insight data to BI tools for deeper exploration, or use Alchemist Engage to activate key audiences.
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You're in Good Company
See how other leading publishers have transformed their audience data into actionable - and profitable! - results with Hum.
Since our programs are powered by data, we are able to report back on metrics like read rate, total engagement, and click throughs to sponsor sites. [This] has driven immense value, both for the sponsors, and for our reader and subscriber communities."
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Joe Haddock
Chief Digital Officer