Introduction to the QNTM ecosystem

QNTM Group, founded in January 2021, is a Nordic ecosystem with European ambitions specialising in digital technology. Its aim is to create an ecosystem of complementary solutions based on marketing technologies to help companies with their digital transformation and customer experience.

This ecosystem is divided into three main categories:

• Data collection with the Qualifio solution via interactive and gamified experiences.
• Data management with Quable (PIM/DAM) and Raptor (CDP/personalisation) solutions.
• Data activation with, among others, Ibexa (CMS/e-commerce) and Actito (marketing automation) solutions.

These five solutions enable the construction of a comprehensive Digital eXperience Platform (DXP) with a composable approach and the promise of a seamless experience for front-end and back-end users. This is truly the strength of this ecosystem.

Data, the heart of a DXP reactor

As you can see from the names of the QNTM group's solution categories, data is a central element in the world of DXP.

In fact, at Smile, we often remind our clients that a DXP project is first and foremost a data project. Without a centralised, high-quality and secure data repository, there can be no personalised customer experience!

The data in the information system is therefore the essential raw material for DXP. It comes from various sources within the company and its digital environment:

• Customer data (CRM, CDP): Demographic, behavioural and transactional information, preferences, interaction history, etc.
• Product data (PIM): Technical specifications, marketing descriptions, images, prices, stock levels, etc.
• Web and mobile browsing data: Page views, time spent, actions taken, user journeys, etc.
• Marketing data: Campaign performance, clicks, conversions, advertising data, etc.
• Operational data (ERP): Stock levels, logistics, sales, customer support, etc.
• Contextual data: Geolocation, device used, time of day, weather, etc.

All this data, together with the QNTM Group's solutions, will be extremely useful in achieving the ultimate goal in digital technology: personalisation.

This personalisation can be summarised as offering the right content (via Ibexa) or the right product (managed from Quable) to the right person (segmentation via Raptor) at the right time (based on Actito's behavioural triggers).

AI, the game changer for DXP

Artificial intelligence (AI) brings significant improvements to a digital experience platform, optimising its functionality and offering new possibilities for enhancing the customer experience.

Here's how AI enriches a DXP:

• Hyper-personalisation: AI enables a shift from basic personalisation to hyper-personalisation of the digital experience. Instead of relying on simple rules or static segments, AI can analyse user behaviour, context and unified customer data in real time.
• Content optimisation and creation: AI helps marketing and editorial teams optimise and create more effective content, in particular by offering SEO optimisation and automatically creating and translating content.
• Improving data quality: The use of AI can bring significant improvements, particularly in terms of classification, enrichment and automatic data quality control, but also in terms of detecting weak signals (visitor disengagement, conversion potential over a specific period, etc.).

AI within the QNTM ecosystem

In general, by bringing together these different solutions, the QNTM ecosystem aims to create synergy around AI and data. Here is a brief overview of how AI is used in the Group's solutions:

Ibexa DXP

Ibexa DXP intègre l'IA pour améliorer plusieurs aspects de l'expérience digitale via un ensemble complet et flexible d'outils d'IA nommé AI Catalyst qui s’articule autour de 3 grands thèmes  :

• l’IA générative pour générer, affiner et/ou résumer une image, un texte ou encore une balise ALT
• l’IA prédictive pour personnaliser le contenu et faire de la recherche prédictive
• Le natural net machin learning pour la traduction automatique

Ibexa propose aussi une interface de création de fonctionnalités utilisant l’IA (AI Framework) directement depuis le back-office avec la possibilité de customiser des prompts existants ou de créer ses propres prompts. Même si OpenAI est proposé nativement, par soucis de gouvernance et de liberté, il est aussi possible de choisir son application d’IA générative (ChatGPT, Copilote, Gemini, Mistral…)

Enfin, toutes ces fonctionnalités IA peuvent être boostées en utilisant Ibexa Connect pour créer des workflows d’automatisations.

Ibexa DXP integrates AI to improve several aspects of the digital experience through a comprehensive and flexible set of AI tools called AI Catalyst, which focuses on three main areas:

• Generative AI to generate, refine and/or summarise an image, text or ALT tag
• Predictive AI to personalise content and perform predictive searches
• Natural net machine learning for machine translation

Ibexa also offers an interface for creating AI-powered features (AI Framework) directly from the back office, with the option to customise existing prompts or create your own. Although OpenAI is offered natively, for governance and freedom reasons, it is also possible to choose your own generative AI application (ChatGPT, Copilote, Gemini, Mistral, etc.).

Finally, all these AI features can be boosted by using Ibexa Connect to create automation workflows.

Raptor 

Raptor is intrinsically linked to AI, as customer data analysis and large-scale personalisation rely heavily on machine learning algorithms. AI is used in Raptor CDP to:

• Predictive audience segmentation
• Hyper-targeted personalisation
• Intelligent product recommendations
• Anomaly detection and customer churn prevention
• Marketing campaign optimisation

Quable 

The use of AI in Quable PIM is less central than in Raptor CDP, but it brings significant improvements, particularly for:

• Product content generation and enrichment: AI enables the creation or improvement of product information using predefined or customisable prompts.
• Automatic translation: Product sheets can be automatically translated into several languages (such as English, German and Chinese), facilitating internationalisation.
• Automatic product classification and categorisation
• Data quality control
• Semantic search in the PIM

Actito 

Actito integrates AI into the core of its platform to help marketers deliver the right communications at the right time for maximum impact. Actito's AI offers several features, including:

• Content creation: AI suggests email topics, condenses texts for text messages, and generates ideas for forms.
• Real-time data exploitation: It calculates contact engagement scores, predicts future behaviour and identifies the best time to send messages.
• Automation: AI manages repetitive and time-consuming tasks such as sending confirmations or nurturing sequences.
• Segmentation: It analyses contact behaviour to identify relevant segments.
• Campaign optimisation: AI tools optimise email reputation, manage commercial pressure and filter out irrelevant addresses.
• Predictive insights: Tools such as the activation matrix and predictive scoring anticipate engagement opportunities and attrition risks.

In addition, Actito offers AIO, a personal AI assistant that guides users in using the platform's features.

AI is therefore a key element of the QNTM ecosystem's value proposition. The continuous integration and development of AI within these solutions should enable the QNTM ecosystem to offer increasingly powerful solutions tailored to the needs of businesses undergoing digital transformation.

In summary: No data, no DXP... No data, no AI!

As you can see, information system data, artificial intelligence (AI) and the digital experience platform (DXP) are closely linked and interact synergistically to create powerful, personalised digital experiences.

These relationships can be viewed as a pyramid, with information system data forming the base, AI driving analysis and optimisation, and DXP providing the platform for orchestrating and delivering the experience.

The QNTM ecosystem fits perfectly into this logic with solutions for each stage of the data lifecycle (collection, analysis, orchestration and delivery), working in synergy, easily connectable to the information system... and boosted by AI!