Interactive Direct Marketing
From time to time, we may send personalised direct marketing materials to selected business contacts which contain interactive features, such as NFC technology or QR codes.
Interactive experiences and personalised tracking
When you choose to access an interactive experience, you may be given the option to enable personalised tracking before entering the experience.
Where personalised tracking is enabled, a unique identifier associated with the interactive mailpiece may allow information about your interaction with the experience to be associated with you as the intended recipient.
Depending on the experience, information recorded may include:
- the date and time of your interaction;
- repeat interactions;
- pages, stages or content viewed;
- time spent within the experience;
- interactions with features or content;
- actions such as clicking a call-to-action; and
- technical information such as the type of device used.
Personalised tracking is optional. Where consent is requested for personalised tracking, you can choose whether to enable it before proceeding with the interactive experience.
How we use interaction information
Where you have enabled personalised tracking and the resulting interaction information is made available to us, we may use it to:
- measure the effectiveness of our marketing campaigns;
- understand how recipients engage with our interactive content;
- understand potential interest in our products and services; and
- help us identify and prioritise appropriate business-to-business sales or marketing follow-up.
Enabling personalised tracking does not itself constitute consent to receive marketing communications through other channels. Any subsequent marketing activity will be undertaken in accordance with the applicable data protection and direct marketing rules.
Our technology providers
We use specialist third-party technology providers to deliver and measure our interactive experiences. These providers may process information on our behalf in order to provide these services.
Where optional technologies such as personalised tracking, analytics or non-essential cookies require your consent, you will be provided with appropriate choices when accessing the interactive experience.
Our lawful basis
We rely on our legitimate interests when identifying and contacting relevant prospective business customers and carrying out appropriate business-to-business marketing.
Where optional personalised tracking is based on your consent, that tracking will only be enabled where you have made the relevant choice.
Where appropriate, we may subsequently rely on our legitimate interests to use information about demonstrated business interest to inform relevant business-to-business sales or marketing activity, subject to your rights and the rules applicable to the method of communication used.
Retention
We retain detailed personalised interaction information only for as long as reasonably necessary for the purposes described above.
For prospecting campaigns, we would normally retain detailed interaction information for up to six months unless there is a legitimate reason to retain relevant information for longer.
Aggregated or anonymised campaign information may be retained for longer where it no longer identifies an individual.
Your choices and rights
You can choose not to enable personalised tracking when accessing an interactive experience. Where processing is based on your consent, you also have the right to withdraw that consent.
You have the right to object at any time to the use of your personal information for direct marketing, including profiling related to direct marketing. If you ask us to stop using your information for direct marketing, we will respect your request and may retain limited information on a suppression list to ensure that you are not included in future marketing.
For further information about your data protection rights, or to object to direct marketing, please contact us using the details provided in this Privacy Policy.
