Roojoom
Roojoom is an Israeli customer journey orchestration platform that automates personalised paths across email, web, mobile, and customer service. Enterprises in banking, insurance, telecommunication and utilities use Roojoom to reduce inbound calls, accelerate onboarding and increase digital adoption. The platform installs tracking cookies and is hosted in Israel and on US cloud regions; the Israeli adequacy decision facilitates EU deployments but consent and a transparent privacy notice remain required.
What does Roojoom do?
What is Roojoom
Roojoom is a customer journey orchestration platform founded in Israel. It allows enterprises to design and automate personalised journeys that combine email, SMS, web, mobile push, voice prompts and assistance from human agents. The platform is positioned in banking, insurance, telecommunication, utilities and healthcare, where companies use it to reduce calls into the contact centre, speed up onboarding and increase digital self service adoption.
What data does Roojoom collect
Roojoom processes customer identifiers, contact data, behavioural data on web and mobile, in app actions, email and SMS engagement, contact centre context (last issue, ongoing case) and the outcome of automated journeys. The orchestration engine combines first party CRM data with real time behavioural signals to choose next best action.
GDPR and ePrivacy implications
Roojoom is a processor for the enterprise; certain personalisation features may make it a joint controller. Marketing or personalisation cookies are not strictly necessary and require consent under Art. 5(3) ePrivacy. Automated journeys that significantly affect customers may fall under Art. 22 GDPR on automated individual decision making, with the right to human intervention.
Consent requirements
Configure a CMP to gate the Roojoom web tracker until consent is given. Service journeys initiated by the customer rely on contract execution. Provide a clear privacy notice that describes the orchestration logic, the data inputs and the right to opt out of personalisation.
Data transfers outside the EU
Israel benefits from an EU adequacy decision since 2011, renewed in 2024. Transfers to Israel are lawful without additional safeguards. If Roojoom routes data through US cloud regions, operators must rely on the EU US Data Privacy Framework and Standard Contractual Clauses, and document a Transfer Impact Assessment.
Practical compliance steps
Sign the Roojoom DPA, configure data residency to Israel or the EU where possible, integrate a CMP for tracking, document Roojoom in your Article 30 register, and review automated decisions for Art. 22 GDPR compliance, including the option for human review of high stake outcomes.
Roojoom and the GDPR
Roojoom is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Consent (Art. 6(1)(a) GDPR) is required for tracking cookies and behavioural personalisation. Performance of a contract (Art. 6(1)(b)) applies to customer service journeys initiated by the customer. Legitimate interest (Art. 6(1)(f)) may apply to fraud prevention with a balancing test.
- Risk level
- medium
- Applicable regulations
- GDPR, ePrivacy Directive, TDDDG, LSSI CE, Israeli Privacy Protection Law 1981 (with adequacy decision), EU US Data Privacy Framework (for US fallback)
Impact assessment (DPIA)
A DPIA is appropriate when Roojoom orchestrates journeys with automated decision making that significantly affects customers (eligibility, scoring), when it processes sensitive financial or insurance data, or when it is combined with retargeting pixels.
Sample text for your banner
We use Roojoom, an Israeli customer journey orchestration platform, to guide you through personalised content and service journeys across email, web and our customer service. Israel benefits from an EU adequacy decision, ensuring an equivalent level of protection.
What Roojoom sets and contacts
- Tracking method
- Client side JavaScript and embedded widgets that orchestrate customer journeys across multiple touchpoints, third party tracking cookies, integrations with CRMs and helpdesks, and a backend that decides next best action and personalised content delivery.
- Server location
- Israel and United States. Roojoom is operated from Israel with cloud infrastructure that may include AWS regions in Israel, the European Union and the United States.
Cookies set (3)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| rj_uid | Marketing | 1 year | Roojoom visitor identifier linking the browser to a customer record across web and email touchpoints. |
| rj_step | Functional | 30 days | Stores the current step in an ongoing customer journey so the orchestration engine can resume where the user left off. |
| rj_consent | Strictly Necessary | 12 months | Stores the consent decision communicated by the operator CMP to Roojoom for personalisation activation. |
Third-party domains contacted (3)
roojoom.comapi.roojoom.comcdn.roojoom.com
Frequently asked questions about Roojoom
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Which cookies does Roojoom set?
Roojoom sets a marketing visitor identifier linking the browser to a customer record, a functional cookie that stores the current step in a journey, and a strictly necessary consent cookie communicating the operator decision. The marketing and functional cookies typically require prior consent; the consent cookie itself is exempt.
Is consent required to deploy Roojoom on a European website?
Yes for marketing tracking and personalisation. Strictly necessary cookies for the active service journey (cart, login, support flow) are exempt under Art. 5(3) ePrivacy.
What is the legal basis for processing through Roojoom?
Performance of a contract (Art. 6(1)(b) GDPR) for customer initiated service journeys. Consent (Art. 6(1)(a)) for marketing personalisation and behavioural orchestration. Legitimate interest (Art. 6(1)(f)) for fraud prevention with a balancing test. Art. 22 GDPR applies to significant automated decisions.
Does Roojoom transfer data outside the European Union?
Israel benefits from an EU adequacy decision; transfers there are lawful without additional safeguards. US fallback regions require the EU US Data Privacy Framework and SCCs.
Is a DPIA required when integrating Roojoom?
A DPIA is appropriate when Roojoom orchestrates decisions with significant impact (eligibility, scoring), when sensitive financial or healthcare data is involved, or when journeys combine multiple Art. 35 GDPR triggers.
How do I implement Roojoom in a GDPR compliant way?
Sign the Roojoom DPA, configure data residency to Israel or the EU, integrate a CMP for tracking, document Roojoom in your Article 30 register, review automated decisions against Art. 22 GDPR, and provide a human review option for high stake outcomes.
Are there European alternatives to Roojoom?
Yes. Genesys Cloud (European hubs), Pega Customer Decision Hub (EU regions), CXone (Nice) and Sprinklr (with EU residency) offer comparable journey orchestration. Splio (France) and Selligent (Belgium / France) are alternatives focused on marketing journeys.
How do I update my cookie policy after enabling Roojoom?
List rj_uid, rj_step, rj_consent with name, purpose, duration and provider. Disclose Roojoom Ltd as a sub processor based in Israel covered by an EU adequacy decision, and any US fallback. Re trigger the consent banner.
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