• by Larissa Faw , March 10, 2015

Five years ago, Razorfish Global customer engagement agency Rosetta introduced the "Engagement Engine" that integrates customer information and interactions across all major touch points and channels, including: commerce, direct, media, in-store, online, customer relationship management (CRM) programs and call centers.

Now, Rosetta is forming a partnership with Adobe to launch the Nexus Engine, with significantly expanded capabilities through the Adobe Marketing Cloud, which processes more than 30.5 trillion transactions a year, including 2.5 trillion mobile transactions.

“The key to loyalty in today’s competitive market is understanding what your customers want most. If you can crack that, you’ve got a customer for life. But delivering that level of engagement, at scale, is only possible when you have an engine to drive it,” says Rosetta CEO Eric Healy. “Adobe’s unique position in the industry and the data-driven experiences of Adobe Marketing Cloud make them an ideal partner to help us create the next generation in customer engagement.”

The platform will be accessible across Razorfish Global and the Publicis Groupe Always On solution, with the expanded capabilities of Adobe Marketing Cloud, used by more than two-thirds of Fortune 50 companies today, including 17 of the top 20 Internet retailers, the top 10 commercial banks, and both the top five media companies and auto manufacturers.

“Rosetta is already leveraging this solution for global enterprises to deliver better customer segmentation, more valuable insights, precise modeling and accurate attribution,” said Jim Sink, VP of global agency partnerships at Adobe. “Now Rosetta can work with our joint customers to connect the core pillars of data, intelligence, customer experiences and optimization.”

Customers include Audi, BET Networks, Condé Nast, Dun & Bradstreet, Lenovo, MGM Resorts, Philips, Starwood Hotels, Time Warner Cable, and Verizon Wireless. Rosetta’s Nexus Engine, powered by Adobe Marketing Cloud, will be provided jointly by the partnership to clients.

Originally developed for a major video game manufacturer, Nexus is modular, allowing it to plug in with existing client capabilities and technologies while adding the ability to integrate customer information and interactions across all touchpoints and channels, including first-, second- and third-party data. This combination of insights, personalization and contextually relevant, branded experiences provide brands with the ability to reach consumers across the entire journey at enterprise scale.

Bringing the Nexus Engine together with Adobe Marketing Cloud will enable Rosetta to apply the skills of hundreds of data scientists to its clients’ challenges, according to the agency. Insights gained from algorithms will create customized segmentation and targeting. This segmentation, coupled with the ability to drive dynamically assembled creative using Adobe Experience Manager, will enable a new level of relevant, targeted, and personalized experiences, agency executives say.

This partnership developed through the close relationship that already exists between the two companies. Rosetta previously teamed up with Adobe to launch the industry’s first extension of Adobe Experience Manager’s eCommerce integration framework with the IBM WebSphere Commerce to marry content and commerce. Rosetta has the ability to seamlessly integrate all of the top eCommerce platforms, including IBM Websphere Commerce, ATG, Hybris and Demandware to Adobe’s Marketing Cloud suite.