Audience Profiles

An audience profile is a current, complete, 360-degree view of a person in your audience.

You can view every audience profile in the Hum dashboard. Let’s look at an example audience profile in Hum. 

This is a highly active connected profile that has provided their email, name, and job title. On this page, we can see this profile’s engagement score, top AI-generated topical affinities, activity log, demographics, and content recommendations.

Engagement Score

A profile engagement score is an accumulation of all interactions with your content. Each action is weighted and adds to the overall score between 0 – 100. The higher the score the more engaged that user is. 

Top Affinities

Affinities are based on a profile’s engagement with your content based on topics/taxonomy. The higher the score is with a topic, the more engaged that user is with content tagged with that topic/keyword. Affinities are great for building segments and creating campaigns.

For example: A lead gen campaign that prompts users to sign up for a webinar about AI tools targeted at profiles with an affinity for “AI”

Activity Log

With the activity log you can see all actions from that profile. Each of these actions is weighted and contributes to that profile’s engagement score. You can filter the activity log by: time, activity, and content they engaged with. This helps give you a sense of their user journey and what content they are engaging with.

Demographics

Hum captures demographics from all of your integrated systems. The Hum dashboard displays demographics in an accordion folder that you can customize with Profile Field Settings.  

What happens if multiple integrated systems have different data for a demographic? Hum allows you to prioritize which integration data should take priority over others per demographic field. For example: Email addresses from Mailchimp are more accurate and important than email addresses coming from your WordPress site. You can use the Priority Source Ranking feature to place priority on Mailchimp emails.

Content Recommendations

 Hum’s AI engine generates content recommendations per audience profile based on their past engagement and projected engagement. You can use this by creating a Content Recommendation Widget (coming soon).