It is always essential to ensure your privacy policy is up to date to make sure you provide your customers and contacts with the correct information on how their personal data will be handled. Below are some topics to look over to see if your organization's privacy policy should be updated when using MarketHype as a third-party delivery. However, we strongly encourage you to consult your legal advisor on how your privacy policy should be updated.
Sweden
The purpose of processing a customer's personal data
A significant advantage of MarketHype is the possibility to analyze customer data to get to know your audience better and find patterns to thrive in more dynamic and data-driven marketing communication. Thereby, a suggestion could be to update your policy with information such as:
Profiling
"We analyze customer data to develop our services and offers to provide you as a customer with relevant information."
Marketing communication
"We will process your personal data for marketing purposes. Your data may be used for direct marketing, newsletters, customer satisfaction surveys, and statistical purposes, as well as for campaigns conducted by post, e-mail, text, or other digital channels."
Legal basis for processing personal data
Before your company collects personal data (starts processing it), you must, in addition to the purpose, also ensure that you have a legal basis for the processing. The purpose (in this case, when using MarketHype, marketing) must have a legal basis. Processing of personal data for marketing purposes can usually take place on two grounds:
Legitimate interest (for example, extending an offer on a similar product to an existing customer or sending an invitation to an event that would be of interest to a specific group of professionals)
Consent (an active" yes please" from you, as when you subscribe to a newsletter)
An idea can be to inform your customer of the above in your privacy policy. Also, let them know that you might send them news and offers based on the legal basis above:
"If you are or have been a customer, we may contact you with similar products, services, or offers."
Completes and updates personal data to maintain good record-keeping
Suppose a contact in MarketHype contains enough personal information to become a verified contact. In that case, the system will automatically retrieve and update this contact and add more personal data based on records. A suggestion for text to inform contacts about this could be:
"To ensure good customer service and record-keeping, in accordance with GDPR, we use a partner to update your personal data. This may include adding additional data from external sources and records.
Want to read more?
If you want to learn more, we recommend you to read Swedma Industry Code for privacy protection in marketing.