The Society for Scholarly Publishing (SSP) partnered with Hum to implement a Customer Data Platform (CDP) aimed at enhancing member engagement and personalizing digital experiences. By integrating data from various sources, including The Scholarly Kitchen (TSK), SSP sought to gain insights into member interests and behaviors to inform content development and outreach strategies.
Benefits & outcomes
- Increased connected profiles from approximately 300 to 4,000 within two weeks, a 1,233% increase.
- Identified 2,240 TSK audience members interested in “Open Access” topics, adding 1,700 new contacts to SSP’s outreach list.
- Achieved nearly 50% email open rates and triple the click-through rates compared to internal lists.
- Over one-third of seminar attendees were from the newly identified segment, with 5% reached directly through Hum’s data insights.
Notes & quotes
“By creating this highly targeted audience segment, Hum allowed us to reach over 1,700 TSK readers who were not currently receiving SSP communications.” – Jacklyn Lord, SSP Marketing and Operations Manager.
The integration enabled SSP to personalize outreach based on member interests, leading to more effective engagement strategies.
The partnership exemplifies how small organizations can leverage data intelligence to achieve significant growth in member engagement.
Publisher / company: SSP in partnership with Hum
Date of case study: 27/09/2022
Source: https://blog.hum.works/posts/how-ssp-uses-hum