Rosetta Hires Analytics and Optimization Practice Head

In New York, customer engagement management specialist Rosetta has hired Ed Falconer to lead its Analytics and Optimization (A&O) practice.

Rosetta, which is part of Publicis' Razorfish Global network, focuses on capturing and understanding human behaviour, in order to create personalized brand experiences. Falconer (pictured) joins from Ogilvy & Mather where he served as Executive Director, Head of Data and Analytics, running the data-driven CRM division. Before this, he worked for Australian department store group Myer as Head of Customer Loyalty & Engagement, CRM, Analytics and Customer Strategy; and he set up the CRM-insight-analytics division of predictive analytics specialist Torque Data. Earlier, he held senior CRM/analytics roles at Pacific Micromarketing, Claritas, and has previously worked for MORI and CACI.

As Senior Vice President of the A&O division, Falconer will lead a team of more than thirty A&O specialists across North America, while further driving the firm's data and customer insights offer. He will also serve as a member of the company's Data Sciences team, which is part of the Publicis Sapient platform.

Falconer reports to EVP of Strategy David Worth, who comments: 'We're at a pivotal time where clients recognize the need to put the customer at the center of their business model and want a trusted partner with strengths in customer understanding, data, and optimization to help them transform their business to be customer centric. Ed is a true visionary and industry leader in this space, and will be a driving force in creating new opportunities for growth on behalf of our clients and agency.'

Web site: www.rosetta.com .