Top CDP Use Cases for Publishers
Hum's Customer Data Platform (CDP) is changing the way research publishers attract, engage, and retain readers, authors, and subscribers.
Explore top CDP use cases for publishers:
Readers & Audience
Build direct relationships with readers, authors & customers. Hum combines 360° user profiles with identity signals to expand your identified audience. This drives personalization, commercial ad revenues, and off-platform reach (email, ads).
✓ Continuously update first-party data records based on user behavior
✓ Cross-reference IP addresses to reveal audience origins
✓ Upgrade user profiles with“identifying events," such as form fills, event registrations, or purchases
Increase Institutional &
Drive new revenues and defend renewals. Hum arms your sales team with first-party data on usage, engagement, and content consumption - so you can approach libraries and institutions with insights that drive sales.
✓ Match individual user behavior to institutions
✓ See reporting broken down by topic, journal, property to help hone the sales pitch
✓ Combine author & reader insights to support read and publish deals
Recruit Reviewers & Authors
Retain current authors and reviewers, and recruit new ones. Hum helps you determine top author/reviewer candidates, target those with a high likelihood to submit/review, and deliver personalized care and attention to keep existing authors engaged.
✓ Identify the common traits & behaviors of ideal authors/reviewers and use Hum to find matches
✓ Nurture individuals and segments on- and off-platform, with specific messages, offers, and content marketing
✓ Support specialist OA reporting including personalized delivery of private article-level metrics
Increase Commercial Ad Revenues
Personalize your ads and increase your inventory. Hum delivers more effective in-platform advertising, increases the visibility of sponsored content, and reports the data that advertisers want to see.
✓ Build hyper-targeted segments for the high-value audiences your advertisers want to reach, & sync them in real-time to your ad manager
✓ Tag content using natural language processing, creating new ad inventory across all of your digital properties
✓ Deliver rich engagement reports to sponsors and advertisers
Segment Your Audience
Understand top-performing customers, audience segments & authors. Market to hyper-targeted parts of your audience based on a combination of demographics and behaviors, and use Hum segments to deliver marketing campaigns that drive results.
✓ Segment your audience with our easy-to-use Audience Builder
✓ Deliver targeted messaging on-site to key audience segments
✓ Sync segments in real time with your Email Marketing, Ad Server and Social Networks
Harness content intelligence powered by Natural Language Processing (NLP) to better understand the topics your identified and anonymous readers are most interested in. Use this intel to activate personalization and serve highly-relevant content across digital properties.
✓ Launch personalization directly within journals, websites, events, education, and email.
✓ Recognize & recommend relevant content for readers based on their interests
✓ Minimize email list fatigue by delivering highly-targeted, hyper-personalized email content relevant to to individual readers
Understand Reader Engagement
Know what topics and content are driving reader engagement. Hum shows you engagement scores, keyword analysis, and drop-off and read rates for each piece of content. Identify patterns so you can deliver more of what your readers want.
✓ Tag all of your content using natural language processing
✓ Record every time a user interacts with a piece of content
✓ Computes engagement scores for both users (“how engaged is this user”) and content (“how engaging is this content”)
Develop New Products
Increase non-subscription revenue streams. Create and promote events, education, and digital products based on your best performing content.
✓ Identify hot areas you should be publishing and developing more
✓ Bundle content from across your digital platforms
✓ Deliver targeted ads, messaging and emails to audiences likely to buy your products