Top Use Cases for Media Organizations
Forward-thinking organizations rely on Hum's AI and data intelligence platform to solve their biggest challenges.
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Explore top use cases for media organizations:
Collect first-party data from customer data silos into actionable customer profiles
Get a 360° View of Your Audience
Send fewer, better emails to engaged segments of your audience.
Improve Email Engagement
Customize programs based on account, demographic, and behavioral activity.
Develop ABM Programs
Arm your sales team with the data they need to close sponsor deals.
Drive Advertising &
Sponsor Revenue
Convert new subscribers with segmentation & marketing activation.
Turn Anonymous
Audiences into Readers
Deliver a cohesive, personalized digital experience across channels.
Modernize User Experiences
Use data to create and deliver the content your readers want to see more of.
Optimize Your Content Strategy
USE CASE:
Get a 360° View of
Your Audience
Understand and delight your audience. Hum collects real-time data from the systems in your tech stack to build 360° profiles of every identified & anonymous user, so you see exactly who's engaging with you, understand the content they're consuming & predict what they want to see next.
✓ Collect first-party data from customer data silos into actionable customer profiles
✓ Apply machine learning-powered insights to predict customer behavior
✓ Continuously update user profiles as your audience engages with you over time & across channels
USE CASE:
Improve Email Performance
& Engagement
Send fewer, better emails to engaged segments of your audience. Hum helps you drive higher click, open, and conversion rates by making it easy to deliver personalized email marketing experiences and tailored messaging to audience segments.
✓ Capture reader behavior history and trigger marketing automation based on real-time engagement
✓ Sync Hum segments directly to your email marketing platform
✓ Minimize email list fatigue by delivering highly-targeted, hyper-personalized email content relevant to to individual readers
USE CASE:
Develop Account-Based Marketing (ABM) Programs
Leverage first-party data to develop account-based segments for advertising partners. Customize programs based on account, demographic, and behavioral activity to get the right message in front of the right segment at the right time, and deliver engagement from key organizations that only you can reach.
✓ Build hyper-targeted audience segments based on complete behavioral and demographic records
✓ Sync segments in real time with your Email Marketing, Ad Server, and Social Networks
✓ Trigger automated nurturing, retargeting, and 1:1 messaging for target accounts
USE CASE:
Drive Advertising &
Sponsor Revenue
Arm your sales team with the data they need to close sponsor deals. Hum gives you the ability to target critical segments, deliver more effective ad messaging, increase the visibility of sponsored content, & report the data that advertisers and sponsors want to see.
✓ Build hyper-targeted segments for the high-value audiences your advertisers want to reach, & sync them in real-time with your marketing platforms
✓ Tag content using natural language processing, creating new ad inventory across all of your digital properties
✓ Build rich engagement reports to retain advertisers and sponsors
USE CASE:
Turn Anonymous Audiences into Identified Readers
Know your readers to grow your readers. Hum provides a clear view of all your readers - known and unknown. Transform unknown audience members into identified subscribers with advanced segmentation and marketing activation.
✓ Continuously update first-party data records based on user behavior
✓ Cross-reference IP addresses to reveal audience origins
✓Built-in tools help you upgrade user profiles when “identifying events” occur (form fills, event signups, purchases, etc.)
USE CASE:
Modernize User Experiences
Get results in today’s crowded media landscape. Hum makes it easy to act on insights; with a suite of tools to enable personalization, dispatch curated content recommendations, & deliver cohesive audience experiences across digital channels.
✓ Launch personalization directly on websites, events, education & email
✓ Recognize & recommend relevant content for readers based on their interests and internal look-alike audiences
✓ Sync segments in real-time with your marketing platforms and deploy tailored messaging
USE CASE:
Optimize Your Content Strategy
Use data to improve your content. Hum shows you engagement scores, keyword analysis, and drop-off & read rates for each piece of content and entire topics. Identify patterns & understand what your audience is most engaged with, so you can deliver more of what your readers want.
✓ Use established taxonomy or leverage Hum’s Natural Language Processing to tag all of your digital content
✓ Compute engagement scores for users (“how engaged is this user?”) & content (“how engaging is this content?”)
✓ Identify hot areas you should be publishing about and developing more