QNTM takes up majority holding in customer activation business Actito

AdTech and marketing tech holding group QNTM has reportedly bought a majority shareholding in Actito, an agile marketing software outfit based out of London/Belgium.

Actito had raised at least $900,000 in funding since it was founded in 2000, according to deals repository Crunchbase, which has identified ProSeed's Venture Capital Fund as an investor.

Crafting a marketing bulletin that truly resonates with the customer isn't easy.

Marketing clients use Actito's customer activation platform to gain insights from customer data entries using personalised CRM (customer relationship management) techniques.

These relationships can then be used to produce tailored marketing campaigns on a variety of advertising platforms, bolstering conversion rates.

Known as relational marketing or advertising, such campaigns consist of targeted video ads, promotions or customer support, according to HubSpot. They differ from what's known as transactional marketing, which focuses on closing on sales rather than engaging with specific customer subtypes.

Actito's software is used by 550 or so brands, including leading names such as Hyundai and BNP Paribas. The platform includes personalised communications for retail outlets, automated marketing for e-commerce, and healthcare peer recommendations for pharmaceuticals companies.

Belgian news source Gondola reports the Actito SaaS platform will now be integrated with QNTM's infrastructure, extending its reach. 

The QNTM group has more than 600 employees across its operating brands, working from offices in Europe, the US and Canada.

It specialises in managing digitally-led marketing and adtech scale outs. Its six-brand portfolio also includes Adnami ,a programmatic advertising platform, and Raptor Services, another customer actioning portal.